Kandee Johnson is a supratypical “Posters.” Different than a Paster, a poster is an original content creator on the web.
I first ran into Kandee while researching an assignment on Plus White teeth whitener, a national consumer brand out of New Jersey. Kandee was a blogger and vlogger with an amazing following of young women. She had an innate sense of style but her “go-to pitch” was her ability to share clothing and make-up tips for the budget-conscious.
For those interested in teeth whitening, rather than buy the whole $18 Plus White kit, Kandee suggested buying a $2 lacrosse mouth guard and the $6 bottle of gel. She also taught young ladies how to clean makeup brushes in olive oil along with an assortment of other creative cost-saving tips. That was Kandee’s motivation; her brand claim, if you will.
Kandee’s online persona is wrapped in an amazingly smart and videogenic package, but beneath the surface is a caring, thoughtful and self-actualized women. The fact that she is drop dead gorgeous may actually have hurt her initially with her base, but it is something she has overcome.
Kandee will be on Kelly and Ryan this morning and her star continues to rise. This women who gave of herself online for years – opening her heart and talent to thousands of young women, making them laugh and cry along the way – is a web superstar. And should be nominated to the POSTER Hall of Fame.
July 19, 2018 in Marketing
Repetition is an old saw in the advertising business. Reach and frequency being words we grew up on. Reach is the total target you hit with a message and frequency is the number of times it was seen by said target. If you bonk people on the head enough times with your message, they’ll remember […]
July 18, 2018 in Marketing
My branding thesis is built upon the idea that 90% of marketing communications is hot air. That leaves only 10% for the good stuff: real selling. Also known as “proof” of value. In an ad brief, this might be referred to as “reasons to believe.” Listen to a :60 second radio commercial and pull out […]
July 17, 2018 in Marketing
My brand briefs are filled with heart-warming, heart wrenching twists of a phrase. They are meant to engage the Amygdala. Trust me, they work when it comes to selling brand strategy (one claim, three proof planks.) But unless you are Bob Dylan no consumer is going to remember your poetic brand claim and proof array. […]
July 12, 2018 in Marketing
In the toast at my daughter’s wedding I plan on sharing a smidgeon of marital and parenting advice. A brand planner by trade, I make a living observing behavior then packaging it into small, memorable bits of advice. Toast advice number 1. Don’t use the “H” word. Both my kids should remember this one; it’s […]
July 11, 2018 in Marketing
I’d like to say when it comes to brand planning my philosophy is “listening” but it’s not. Many will tell you the best cultural anthropologists are listeners, observers and silent recorders of behavior. They are. Many brand planners today are expert listeners but not all see. Watching confirms what the ears hear. Observing can add […]
July 10, 2018 in Marketing
My baby girl is getting married in a couple of months and I’ve been wondering what to say in the toast. Stuff about her? Everyone in the room knows her. Stuff about her soon-to-be-husband? Many will know him better than I. Should I lead with a joke? I’m funnier extemporaneously than when I write material. […]
July 6, 2018 in Marketing
Not sure if this is an apocryphal story or not but it certainly sounds legit. There is a 10 A.M, Delta flight out of LaGuardia weekdays that flies into Bentonville, AR home of Walmart. Anybody who is anybody in retail, I’m told, has been on this flight known as the Bentonville Bus. If you want […]