stuart elliot

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AOL. All dot, no strat.

November 23, 2009 in Marketing | 0 Comments

AOL new logo

 

AOL announced today they will be introducing a new logo. It will include a dot at the end of the letters Aol, which will appear using initial cap “A”, lower case “o” and “l”.

That’s the post. That’s all I learned. See you tomorrow.

(Okay, okay, I learned a little more than that, but had to read between the lines to do so.)

AOL has a product strategy, which I’ve known for a while thanks to new CEO Tim Armstrong. It is “AOL is the place to be for the best online content, period.” Mr. Armstrong articulated this strategy early on in his tenure. It’s tight and smart.

What they don’t have at this time is a brand strategy. Had they a brand strategy they wouldn’t have only talked tactically about the mark in their announcement. To wit (from an article by Stuart Elliot in the The New York Times today):

“The period in the logo was added to suggest confidence, completeness.”

“The AOL dot is the pivotal point for what comes after AOL.”

“An advertising campaign to promote the new look is being considered — as is the role to be played by AOL brand character known as the running man.”

You feel me? All tactics (hat) no brand strategy (cattle.)

Changing the logo was a good idea, but doing so after articulating the brand strategy and brand planks is way more sensible. Peace!

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Branded Entertainment Finesse.

August 13, 2008 in Marketing | 0 Comments

 

Branded entertainment is a form of advertising that showcases products, in theory, in a less-intrusive way, but I have rarely seen it done so. Navistar International is sponsoring a documentary called “Drive and Deliver,” intended to help push the new Lonestar truck and according to Stuart Elliot in his New York Times column today the rough cut still has a few too many close-ups of the truck.  That said, with proper editing this film by Fathom Communications might just sell some serious trucks. It’s a unique enough subject to create a cult following, but more importantly the target of the effort, truck buyers, are crazy-passionate about their rigs and their craft. (Ever hear a trucker talk about his/her Peterbilt?) Anyway, the casting looks right, let’s just hope the story-telling is too.
 
Those who have watched the reality show “Deadliest Catch” and not wondered what an Alaskan King Crab tastes like may not agree, but I’m betting this effort will demonstrate that the marketing industry is beginning to acquire more finesse when it comes to branded entertainment. Peace!
 

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Something borrowed, something blue.

February 19, 2008 in Marketing | 0 Comments

According to Stuart Elliott, the advertising columnist for The New York Times, J. C. Penny is launching a new clothing and home furnishings line called American Living. Using product designs by Ralph Lauren, whose name and sub-brands will not be associated with the new brand, the American Living launch will look and feel like Polo ads and be shot by Bruce Weber the photographer who has established Ralph Lauren’s consumer face.

 
This approach is so rear view mirror. Rear view mirror planning looks at things that have worked in the past and simply repackages them. Penny is not looking into the future with this approach and, frankly, neither is Ralph Lauren whose brands should take a hit due to the closeness of this new campaign. Brand dilution will occur.  
 
And the name “American Living,” could it be a more predictable pander? It’s straight out of the Lauren playbook, which if you ask me is beginning to get a little old. If Bruce Weber gets hit by a mattress truck (God forbid) both brands will be in serious shape. J.C. Penny is doing the right thing here, but they are looking through the rear window instead of the windshield. Their new customers are younger and out in front….waiting for something new. 
 

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