Branding Champ: Coca-Cola

For the last several years, when I ask people to think about a successful brand, I often ask them to think of Coca-Cola because, well, Coke is it. I don’t even have to drink it to appreciate why Coca-Cola has risen to the top of Harris Interactive’s “Best Brand” poll.

When Ron Kalb, associate director of public relations for R&R Partners, spoke to my class earlier this year, he shared what I thought was one of the most significant studies on branding I had ever seen, which underpins part of the “Fragile Brand Theory” that I have been working on for a few months. The study, conducted by Baylor College of Medicine a few years ago, showed the huge effect that the Coke label had on brain activity related to the control of actions, the drudging up of memories, and things that involve self-image.

The results were nothing less than amazing to me. When Coke and Pepsi were presented to participants in a blind test, their brains did not respond. When Pepsi was presented with its label, their brains did not respond. When Coke or Pepsi was presented with the Coke label, bingo, their brains lit up. Wow! It seems Kalb really did find the perfect quote to reinforce this concept in his presentation …

“Brand is the relationship between a product and its customer.” — Phil Dusenberry, chairman of BBDO Worldwide

Sure, when I talk about it, I tend to go a bit further to conclude brand is the relationship between a product and everyone (customers or not). But both ideas and the concept basically demonstrate that brand is not the product. Brand exists in the world of perception.

Another reason I like the Coke brand so much is because it provides an excellent example of something else I’ve discussed. The consistency of behaviors, actions, or messages can reinforce or detract from the brand. And, the closer a perception is to reality, the easier it is maintain. Coke is beautifully consistent and its messages continually reinforce its brand and reality.

This is true, so much so, that if you walk into a store and find one damaged can of Coke, you are likely to conclude the grocery store clerks are responsible. Yet, if you purchase a bag of Fritos and a tiny pinhole or other damage has allowed the chips to become stale, you are likely to conclude something happened on the Frito-Lay production line. Why is this? Brand.

The same can be said about the concept of polls. In the AdvertisingAge article that I’m about to link to, Matthew Creamer asks what the whole Best Brand poll really means. Robert Fronk, senior VP for Harris' brand and strategy consulting group, is wonderfully honest about it.

"Some of these polls are done for newsmaker purposes, as you know," he said. "Our PR firms love these quick little things to be able to work with."

And so do journalists. And so do bloggers. In some ways, no matter what the methodology is, we are preconditioned to give polls and surveys more validity. When it comes from Harris Interactive, even more so. In fact, I frequently raise an eyebrow when the methodology seems flawed, the number or respondents seems light, or someone assumes a poll does much better than provide a snapshot at the moment, assuming you have the right demographic mix.

In this case, I have to agree with Fronk’s assessment that on one hand, a one-question poll is not going to help a brand marketer. On the other hand, the one-question poll doesn’t diminish the fact that certain companies come to mind.

Sony, for instance, which held the top spot for the last seven years, dropped to No. 2. Does this mean Sony is doing something wrong? Probably not. Personally, I like Creamer’s take on it. He correctly attributes it to Apple’s ability to dominate the portable music-player category. Dell, which had been in the second spot last year, drops two spots to No. 4 this year. Maybe it has to do with their need for a new advertising campaign.

Hey, that was fast. It seems Michael Dell wasn’t joking when he said he wanted to reboot the Dell brand.

Publicizing Bans: ERE Network

Although I've always liked David Manaster, CEO of Electronic Recruiting Exchange (ERE) Network, which is the largest active community of recruiting professionals online, he recently published something on his blog that left me confused. There seems to be little communication logic behind publishing the banishment of a member from his organization.

"To date, I've avoided posting about this decision because I didn't want to needlessly embarrass anyone (which is also why I am not using her name in this post)," he wrote. "However, my lack of explanation and transparency in decision-making has resulted in a number of people publicly speculating about what happened, and that is further disrupting the experience of the silent majority on the ERE site — the exact opposite of the intended effect."

While the most obvious is that silence always leads to speculation, there are several other problems with his post from a communication perspective. Today, I'll share the first two. First, Manaster writes that "the other 49,990 members of the network don't care about these personal disputes." Yet, that didn't stop him from sharing this personal dispute with the rest of the world. Second, since everyone in ERE already knew who he was talking about, how does not mentioning her name make any difference?

Now it seems Karen Mattonen, the person Manaster referenced in his post, wants to know too. She posted several questions along with her side of the story, which includes, among other things, dated e-mails and several other names of those involved. One of the e-mails is from Manaster that says: "We can have any conversations that we need to via email, and they will remain private unless you choose to take our conversations public. What is it that you would like to discuss?"

Regardless of which side (if there are sides) people fall on, one thing is certain. It is never a good idea to publish someone's banishment (or loss of employment) on a blog because it broadens the debate and could potentially lead to other problems. In fact, companies might like to know that even journalists will respect "no comment" if the explanation would force the CEO to share a personal evaluation about a former member or employee. A better answer might have been: ask Ms. Mattonen.

Sooner or later, someone always comes forward with additional information that could cause a communication crisis, one that seems to lend itself to a case study. In this case, the person who came forward was Mattonen herself.

Protecting Consumers: King County

Some people misunderstood me when I suggested local governments might have better things to do than require quick service restaurants like Burger King, McDonald's, and Wendy's to post calorie counts on their menu boards.

The King County Board of Health can be counted among them. Although the New York City case hasn’t had its day in court, new labeling requirements in King County, Washington, now call for all chain restaurants, those with at least 10 branches nationwide, to list calories, saturated fat, carbohydrates, and sodium in each regular food item they serve.

"The Board of Health is responsible for passing laws to protect the health of the public, and to promote healthy behaviors that improve health and prevent illness," Board of Health Chairwoman Julia Patterson said. "There is no better example of our commitment to residents' health than the legislation passed today that protects us from dangerous trans fats and promotes consumer education and informed choices by labeling menus."

May I offer another suggestion? Do what they do in the United Kingdom (as illustrated above) and force these restaurants to say what you mean: “eating large quantities of food may lead to obesity.”

Before you think I am only being sarcastic, CPSI and Public Citizen say almost exactly that in the subhead of their release, which touts who has joined them in “support of rule to combat obesity epidemic,” after they filed a friend of the court brief in the U.S. District Court for the Southern District of New York supporting New York City’s Board of Health against a lawsuit filed in June by the New York State Restaurant Association.

“The stakes in this lawsuit are high,” said Deepak Gupta, a lawyer at Public Citizen who wrote the brief, according to the release. “A victory for New York City’s law could help clear the way for similar laws throughout the country.”

But will it really solve the so-called obesity epidemic? As James Vesely points out in his humorous (or maybe tragic) column in the Seattle Times, “Yoder, whose place is popular with knowledgeable diners and serves as many calories as the next guy, is exempt from the calorie count on his menus — it depends on how many eateries you operate. So Anthony'sHomePort is not exempt, but along Shilshole's watering spots, Ray's Boathouse next door is exempt. Same calories, different menus. A menu at Denny's will be draped with calorie numbers; the one at Metropolitan Grill will not.”

Vesely then says that the new, calorie-clad menus are not going to be popular, or particularly useful. I agree. Despite all the money spent on lawsuits (money that could be applied to consumer education about a healthy diet), consumers are likely to tune them out.

Sometimes we tune them out for good reason (besides the occasional chuckle): Sainsbury’s peanuts warns us that they contain nuts; an American Sears hairdryer warns us it is not to be used while sleeping; and, one of my personal favorites, found on a blanket: not to be used as protection from a tornado.

So please forgive me if I do not feel any safer knowing that 20 states, cities, and counties are considering legislation or regulations that would require fast food and other chain restaurants to provide calories and other nutrition information on menus and menu boards.

The most obvious truth is, when you get past all the spin on an issue like this, the snack, cookie, and soda aisles at our local grocery stores take up the most space for a reason. They're yummy.

Preserving Freedom: Net Neutrality

According to Ghost In The Machine, written by Sharon Herbert, more than 29,000 comments were submitted to the Federal Communications Commission (FCC) since it opened an inquiry into net neutrality. An additional 670 comments were filed by groups and individual Internet users on the deadline, July 16.

So is that it? Theresa Hall reminds BlogCatalog members that’s not it. She wrote U.S. Senator Barbara A. Mikulski (D-Maryland) with her views that Internet service providers should not be allowed to discriminate by speeding up or slowing down access to Web content based on its source, ownership, or destination.

How did the senator respond?

I understand your concern that the Internet should not favor certain content or services over others. I believe that the Internet is not only an important tool, but a vital resource. It has allowed millions of Americans to communicate instantly with people around the world. It has put access to libraries of information at everyone's fingertips. The use of the Internet continues to grow, and the ways we use it continue to expand. Your views on network neutrality will be very helpful to me as Congress considers this issue.

As someone who frequently works in political arenas, I might point out that Sen. Mikulski's response is largely neutral, demonstrating little movement from her position last year. This is surprising to me, given Maryland state legislators acted on their own to put a mandate into place.

So what is this all really about? Some, like the New York Times, suggest it has to do with Verizon Wireless, Sprint Nextel, T-Mobile, and others always being afraid of the competition, which is why iPhone is only available from one carrier (in Europe, you can change carriers any time regardless of the phone you want). In the years ahead, that competition is likely to include companies like Skype and Google, which have called on the FCC to open up more equipment and software options in the wireless industry. In fact, Google is looking for another leap forward with a wireless spectrum in which chunks of radio frequency currently used for analog TV would be freed up by a switch to digital.

Regardless of this behind-the-scenes wrangling, however, the real stake holders in net neutrality are people like you and me because we funded its creation with a combination of tax dollars and subscription fees. Without net neutrality, Internet carriers would very feasibly be able to control content on the Internet by favoring those sites willing to pony up cash for the carrier; or, as they have with mobile phones, lock up technologies so they can be exclusive providers; or create steeper tier systems similar to cable programming; or, quite possibly enforce net censorship.

I suggest, as always, education is the key to understanding. Catch the entertaining video version on YouTube, keep up to date by visiting sites like SaveTheInternet.com, and write U.S. senators and representatives in your state so you have a better understanding of their positions.

In fact, I am doing the latter today and I'll be happy to share their responses in the days ahead. Good night and good luck.

Turning Tassler: Jericho Rangers

One of the greatest successes made in the past few weeks by Jericho fans is that Nina Tassler seems to have been turned into a “Jericho buzz believer.” Rob Owen, with the Pittsburgh Post-Gazette even captured part of the puzzle of what turned Tassler around from saying as go the ratings so goes the show.

It seems beyond 20 tons of nuts; dozens of forums; thousands of mainstream and social media stories; and tens of thousands of calls, letters, and e-mails; her entire life was immersed in nothing but nuts and Jericho.

While buying a piece of camera equipment at a neighborhood store, the clerk saw Tassler’s name on her credit card… "I sent you an e-mail,” he said.

When she was about to receive test results from a new doctor … "He comes in with his white lab coat and puts his hands in his pocket … and pulls out a bag of peanuts," she said.

And even now, Tassler finds that when she goes out to plug other shows, like the questionable Kids Nation, the talk always turns to Jericho fans making history.

As Tassler talked it over, she says it dawned on her that this was an example of the “social networking" that the fast-talking, 30-something head of CBS Interactive, Quincy Smith, was always bringing up. And she has even acknowledged that taking Jericho off the air for several months last season "maybe wasn't good for the show."

But let’s hang on that “maybe” for a moment. While I’ve grown to kind of like Tassler, lest we not forget she’s always been a dancer. Even when asked by a critic asked whether she had ever disagreed with CBS’s CEO Les Moonves two years ago, she qualified her answer a little bit…

"Hmmmm. No."

Rule number one, according to Tassler last year, is you never say no (at least when you are, um, hearing a pitch). In fact, that is why in October 1999, even though she said she was worn out after the long "pitch" season as head of drama development for CBS, she took a last minute cell phone call from a producer friend who begged: "He said, 'Look, I don't know if you're going to buy it, but I promise you it'll be the most entertaining pitch you've ever heard. I said okay...."

The show, of course, was CSI. But I submit that Tassler has changed a bit over the past few years as president of CBS Entertainment. And that will continue to be important for Jericho fans to remember. She has long since abandoned her love of promoting great stories in favor of the ratings.

"We've really said to the fans, who have been incredibly loyal and incredibly devoted, 'You have got to be our "Jericho" Rangers. You've got to recruit more viewers,'" Tassler has said. "And so far, it looks like that's what we're going to do."

Of course they are, and then some. Even though we are only in the summer rerun schedule, not a week goes by that I don’t receive a reminder to watch Jericho. But even more telling is that these fans, after Tassler plugged jerichorising.com too early (there’s nothing there yet), had a revelation...

If Jericho is to be saved for a complete second season and then a third, it will not be by anyone at CBS. It has to be by the fans. And to do that, they have to move ahead, carving out what is being called Jericho’s Coalition of the Willing.

What this means for CBS is simple. Even if the fans do not overrun the ratings at the start of Jericho’s second season (I think they will because few shows have this much buzz), CBS will be unable to say the fans didn’t do their part. That will be an odd position for the network because social media can be a double edged sword. The more organized fan efforts are today and the more vested they become, the more likely 20 tons of nuts may be an appetizer.

At the same time, Jericho fans might remember that Tassler has gone to bat for many dramas over the years, perhaps even too many. So while there is little doubt her earliest comments conveyed she was uncommitted to the show, I also believe she was likely one of the first advocates to bring Jericho back because of the buzz.

What’s the point? If fans want to turn Tassler from a “Jericho buzz believer” into a full-fledged “Jericho Ranger,” only ratings will do it, no matter what is being said.

Why? Because there may be some reality to the rumor that an abbreviated seven-episode season 2 was to offer closure. And the only way to debunk this notion is to turn even more people beyond Tassler into Jericho buzz believers too. That and, as several stated before, DVD sales.

Revealing Ethical Realities: PRWeek/MS&L

Some public relations professionals and communicators scratched their heads because I didn't call for the resignation of John Mackey, CEO of Whole Foods Market, Inc. despite the obvious: what he did was wrong. Perhaps part of the answer can be found in the PRWeek/Manning Selvage & Lee (MS&L) Marketing Management Survey.

The survey polled 279 U.S. chief marketing officers, directors of marketing and marketing managers that are focused on consumer-generated media, integrated marketing, and industry ethics. Although some of the questions were somewhat phrased oddly (they are paraphrased here), some of the results might surprise you.

• Wal-Mart’s non-disclosure of its authorship of a blog was a breach in marketing ethics. 55 percent agreed.
• Julie Roehm’s acceptance of gifts and dinners from future advertising agencies was unethical. 46 percent agreed.
• Turner Broadcasting placing magnetic lights in Boston that resembled bombs was a breach. 41 percent agreed.
• Microsoft acted unethically in providing Windows Vista on laptops to technology bloggers. 32 percent agreed.

Clearly, there seems to be some confusion over ethics. Originally, I was going to write something about this, but then decided it might be fun to run a poll to see what some readers think first. Which of the following do you think constitutes the greatest breach of ethics? You can vote for only one (and some might not be ethical breaches); we'll share our take on it next week (after the poll closes).



Incidentally, the MS&L survey also revealed that 17 percent of senior marketers say their organizations have bought advertising in return for a news story; 7 percent said their organizations have an implicit/non-verbal agreement with a reporter or editor to see favorable coverage; and 5 percent of marketers said their companies had paid or provided a gift of value to an editor or producer in exchange for a news story about their company or its products.

So much for the notion that all journalists are somehow pre-equipped to make the right ethical decisions. As I have said before, ethics begins with the person and not the profession. Bloggers have an equal opportunity to be ethical and to suggest they cannot, as some people do, only indicates their own propensity to have an ethical lapse.