Office Depot, according to Stuart Elliott the ad writer for The New York Times, will be conducting an anti-bullying, back to school campaign this summer, using a boy band called One Design (or some such, JKJK). The grab-all idea is: “Live. Love. More” — as in “Live kind. Love everyone. Move together against bullying.” I’m not into 3 word taglines or ideas and the ones that require 8 more words to explain are even more perplaxing but I do love causes. Unfortunately, using causes as a way to break through with your advertising is a fairly common mistake. They are easy to talk about, easy to surround with quotes, advocates and a powerful narrative. Often though, they are off the brand plan and only slightly tethered to sales — if at all. Plus they are kind of transparent.
That said, bullying is bad so let’s hope this campaign works. The creative idea is a montage too far. It’s almost ad-silly. The idea would be best boiled down to “Live Kind.” I don’t think Lance would mind (not Lance Stephenson). You see, if you “live kind,” then you probably try to love all and shun bullying. Live kind is memorable. Familiar, yet unique. It’s also a baby step, not the whole enchilada.
This campaign is more for parents then kids, I get it. And like aroma therapy, it may provide a nice glow for the brand. Were I the brand manager, however, I’d do this through the PR group and use my ad dollars to de-position Wal-Mart, Office Max and Amazon. With a kick-ass, 360 retail effort – trotting out some mobile and twitch point planning tricks. Peace.
Tags: amazon, aroma therapy, brand manager, bullying, lance Armstrong, lance Stephenson, new york times, office depot, one design, One direction, stuart Elliott, wal-mart, whats the idea, whatstheidea
October 19, 2018 in Marketing
There are lots of corporate executives out there who believe brands are the provenance of packaged goods companies. And while they will admit to having a brand name and logo, they don’t see the need for a brand strategy. Service companies are about selling and sales teams. They are about lead generation, acquisition, sales commission, […]
October 18, 2018 in Marketing
…was yesterday’s headline announcing someone new will be fill the costume of Big Bird on Sesame Street. The new talent will study Big Bird’s mannerisms, body language, physical quirks and more. Going to game film, as it were. I’m not sure if the voice will change but my guess is the new Big Bird will […]
October 17, 2018 in Marketing
If I’ve read it once, I’ve read or heard it a thousand times, the four words in the headline referring to good advertising: Cut through the clutter. Talk about setting the bar low! And if you are advertising you are branding. Proponents of this kind of investment need to be taken to the woodshed. If […]
October 16, 2018 in Marketing
ROS stands for return on strategy. In my world brand strategy is strategy. As “an organizing principle for product, experience and messaging,” there is very little that a brand strategy doesn’t touch. So as Sears tries to become profitable out of bankruptcy and needs to sell under performing stores, that’s about the product. The retail […]
October 9, 2018 in Marketing
Lots of people talk about company culture. Like it’s a good thing. I’m not so sure. Culture, of course, is a good thing. But company culture, in and of itself, can be limiting. When you put a bunch of likeminds in a room the tendency is to swim together. Nothing wrong with a little corporate […]
October 8, 2018 in Marketing
First question, “Do you have a brand?” Most marketers will answer yes. Second questions, “Do you have a brand strategy?” Those same people are likely to pause then offer a less-than-emphatic yes. Third question, “Can you articulate your brand strategy?” This is where the homina-homina kicks in. It’s a simple fact that most brand practitioners […]
October 4, 2018 in Marketing
Storytelling is big in marketing today. One flavor espoused by Co-Collective CEO Ty Montague is called Story Doing, a smart improvement. I’m a fan-boy of doing rather than telling. HOWEVER. And with me there is always a however when it comes to brand. However, a word that trumps “story” is “strategy.” Using Mr. Montague’s construct […]