Sunday, October 23

Those Aren't Your Kids

I wrote this blog post for a way of showing that there are all kinds of parenting, and we shouldn't deny anyone the respect of being a great parent.

Click here to give it a read.

What's your experience?  JIM

PS - If you want to check out my new book on my journey as a father, click here. Thanks!

Friday, October 14

Driscoll's - Once in a Hundred Years

Every once in awhile a brand needs a makeover...this one took a hundred years! But it was based on an emotional benefit that no other product in the category could muster.

Meet Driscoll's berries...and read about the brand in my Entrepreneur article.

What's your experience? JIM

Thursday, October 13

Samsung Safety

Let's just say that Samsung is having a tough time lately. I first heard about the brand's woes on a plane...when the flight attendant said that no one could use or charge their Samsung Galaxy Note7 on board due to safety issues. I wasn't sure if it was because of terrorism or what, so I quickly did a search before we took off.

Got it, right at the top of the page...all about Samsung safety. As a marketer, I sure hope the brand had a issues/crisis plan in place to be able to manage a recall of this magnitude. It is surely a hit on the brand as consumers process their own reactions and take next steps.

As marketers, managing a brand isn't always easy. As in life, there are good times and's just all in how you manage it.

Here's another example on the flip side of the Samsung Galaxy Note7...the Samsung Safety Truck. It was created in Argentina to help reduce severe car accidents that often happen with trucks on the roads. A brilliant use of the brand's own technology to solve a bigger problem.

Here's a brand taking responsibility for its actions...having these kinds of trucks on the road pose a threat to other motorists so they are trying to do something to make the situation better. Just like they are managing the current recall on their new smartphones.

As brand marketers, we should all be thinking about how we can help solve problems in our consumers' lives, particularly when our own brand is central to it.

What's your experience? JIM.

Wednesday, October 12

CoverGirl's First CoverBoy

CoverGirl joined a growing (but still short) list of brands that are breaking gender barriers (Clean &Clear and Barbie just to name two) with the announcement of its first male brand ambassador...James Charles.

James is already a star in his own right. He's a makeup artist and a mega social media success with a huge following. His use of makeup is all about "self expression," to use his own words.

The brand announced the new spokesperson via social media, with Instagram posts from a photo shoot with Katy Perry, also a CoverGirl. Evidently there will be a new campaign featuring this new CoverBoy coming soon.

This will be one to track. CoverGirl is an iconic female brand, so to see it break down societal norms is nothing short of amazing.

Well done.  What's your experience? JIM.