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
August 16, 2018 in Marketing
Ten percent more US citizens died of drug overdoses last year than did the year before. Drug manufacturers in the opioid and Fentanyl businesses are making money. I’m planning on swimming in the Maggie Fischer Cross Bay Swim next summer. It’s 5.25 miles and starts at slack tide — just before incoming tide. Were a […]
August 9, 2018 in Marketing
Marketing is about crowd building. Have you ever walked in a city, seen a long line of people and wondered what they are waiting for? Or seen 20 people on the street staring into a store window at a TV? Crowds have a gravitational pull. When searching YouTube for an unfamiliar music artist, do you […]
August 8, 2018 in Marketing
The New York Times reported today that the top social media platforms are either flat or declining in users. For the first time in its young life Snap is down daily active users — 3 million this quarter compared to same qtr. last year. This news causes bosses to call marketing brainstorm sessions about adding […]
August 7, 2018 in Marketing
I’m not much of a cook but I’m certainly a student. What’s The Idea? uses a number of cooking metaphors in its daily operation. Many of the tenets of good cooking are also valuable in brand strategy. One such tenet is “Don’t use too many ingredients.” The more ingredients used, the more likely the main […]
August 3, 2018 in Marketing
Starbucks idea to deliver coffee (in China) is a bad one. I’m no economist but adding overhead to the business by way of delivery personnel, equipment, insurance (ish), and degradation of product (e.g., cold coffee) is a lose-lose. But more importantly, if you make the coffee and tea more available during different dayparts in an […]
August 2, 2018 in Marketing
This morning’s news included a piece on Conde Nast shuttering 3 big magazine properties. The company lost in excess of $120M last year keeping print properties churning. Magazines have been under web attack for over a decade. Magazines aren’t in the readership business, they’re in the entertainment and enlightenment business. As audio and video production […]
August 1, 2018 in Marketing
I was doing a little web research on a company yesterday and started looking for signs of a brand strategy on the “About” page. Atop the About page sat this quote. “Customers are the most important people in any business.” Many would find it hard to disagree with the statement. When writing market plans I […]