Here’s an interesting brand extension story

The John Deere name will be featured on the entrance sign for the subdivision with homes ranging from roughly $375,000 to $500,000. The purchase price includes a choice of landscape designs prepared and installed by Deere. Thousands of dollars worth of riding lawnmowers, leaf-blowers and other equipment will fill one of the three garage bays.

St. Lawrence Homes vice president Rick Ohmann says the John Deere link should amount to a stamp of approval for people who care about having a beautifully landscaped yard from the day they move in.

It was that promise, not the John Deere name, that attracted Joseph Crayton to sign a contract this month to build a 3,100 square foot house. ‘It wasn’t my primary decision-driver, but it was great to have,’ Crayton, 37, said of the Deere name associated with his new home. ‘A lot of us are brand conscious.’

John Deere officials look for the strategy to help broaden their products’ appeal among people who may associate the name strictly with tractors and lawnmowers.

‘The ultimate message is to have homeowners consider John Deere as the place they can turn for all of the things they need to take care of their yard. Right now, we might only be considered as a place to buy equipment,’ said Tosh Brinkerhoff with Deere & Co.’s consumer equipment division in nearby Cary. ‘We feel like this community is a way that we can showcase our abilities.’

Read the full story

Not the first time, incidentally, that John Deere has sought an unusual co-brand. Videogames?

A new film, Me & Mickey D, is by a filmmaker who ate at McDonald’s for 30 days and lost weight.

NRO: Would you recommend anyone eat McDonald’s for 30 days?

Whaley: Actually I think a lot of people do, at least for a few meals a week. Tens of millions of people eat there every day without ill effect. As for a 30-day diet to lose weight? That’s up to the individual. This was not intended to promote a McDonald’s diet for losing weight, it was meant to demonstrate that some of our current belief systems are incorrect.
…
NRO: Besides the obvious, Super-Size-Me-is-wrong/be responsible/McDonald’s-can’t-make-you-fat,-only-the- choices-you-make-can message, what is the overall point of your documentary?

Whaley: Simply to encourage people to take more responsibility for their own lives and to appreciate the concept of freedom of choice that we have in the U.S. I also hope to inspire people to get out and move around more. Forget about ‘exercising,’ just get out there and celebrate your life by staying busy and productive. ‘Eat to live, don’t live to eat.’ – Moliere

Amazing that my Licensing Show experience was an entire year ago. Times flies. Read about last year’s experience in a previous FreshMeat and check out this NYT story about this year’s event.

At the Licensing 2005 show, which runs through today at the Jacob K. Javits Convention Center in Manhattan, other cartoon and real-life characters are also in search of comebacks, including Richie Rich, Casper the Friendly Ghost and Liberace.

“Nostalgia is a hit,” said Mike Alic, general manager of the show, as he stood under a depiction of Superman stopping an 18-wheeler from falling off a bridge. “The people running the licensing business had these brands in their childhood, and they appreciate the decreased risk of going with already proven track records.”

Necco, one of the country’s oldest candy companies, is pushing its flagship wafers and Clark bar icons to apparel makers. “There’s comfort with the familiar,” said Ross Misher, president of Brand Central LLC, the Los Angeles-based licensing agency representing Necco.

Kellogg is a partner with 20 licensees to produce products including Norman Rockwell-printed ceramic cereal bowls. The company is drawing from its own century-old archive of more than a million pieces of art that includes works by Rockwell, J. C. Leyendecker and Andrew Loomis, and has a domestic deal for a 1960’s style Tony the Tiger bikini that is already a hit in Japan.

The cereal maker has signed off on licensed stationery and puzzles to help it reintroduce the original Snap! Crackle! and Pop! characters from its Rice Krispies brand, as well as Sugar Pops Pete and Smaxey the seal, the long-retired spokescritter for Sugar Smacks. (Now known as Honey Smacks, and touted by Dig’Em frog.)

Throwback marketing is also being used for toys, with the Care Bears, My Little Pony and the Cabbage Patch Kid characters displayed prominently at the show.

Hasbro is heavily promoting Transformers, the toy robots that first hit the big time during the Reagan era. Interest in the brand had been declining until 2002, when the toymaker joined with the Cartoon Network to introduce three new generations of characters. Hasbro is currently working with DreamWorks and Paramount for a Transformers movie, and exploring deals with licensees to support the movie’s release with apparel, video games and even Transformer bandages.

“We’re bringing it back in a way that dads can relive their childhoods with their children,” said Bryony Bouyer, a senior vice president at Hasbro.

In addition to Underdog, Classic Media is promoting Richie Rich, Peter Cottontail and Mr. Peabody, the time-traveling, bespectacled genius dog. Classic has sought deals to get these and other classic animation and children’s programming back into the mainstream, including making Mr. Magoo a co-star with Tiger Woods in an American Express ad, and having Lassie scare off a cougar in a commercial for General Electric.

Classic Media is also promoting Dudley Do-Right of the Mounties, Roger Ramjet and Gerald McBoing Boing , which will have a new series on the Cartoon Network.

“These characters have an emotional tug that sticks around,” said Leslie Levine, Classic’s head of worldwide licensing.

I Love Liberace, a Las Vegas-based company that secured exclusive worldwide licensing rights from Liberace’s estate, has a booth with towels, bags and clothing featuring Liberace kicking like a Rockette. In addition to having trademarked the phrase “Mr. Showmanship,” the company aims to roll out Liberace barbecue sauce, complete with edible glitter.

Much of the old imagery is being revised with the help of new technology.

After a 19-year hiatus, Superman is expected to hit movie theaters next year with a healthy helping of computer-generated imagery. And the jingle “Everyone knows it’s Slinky” is now available as a cellphone ring tone.

TV Guide is offering 1960’s-era TV theme songs over cellphones, with wireless trivia games as well.

Full story

A disc jockey at a top Ottawa rock station has been booted off the air for playing Stompin’ Tom Connors — and nothing but Stompin’ Tom — to protest the singer’s exclusion from the Live 8 concert lineup.

But what remains unclear today is whether Jeff Brown, who says he has not been fired from his job at CHEZ 106.1, has his tongue tucked firmly in his cheek.

Mr. Brown, program director at the station, began playing Stompin’ Tom tunes Tuesday afternoon during his drive-home show, which airs from 3 p.m. to 6 p.m.

After hearing the lineup of Canada’s version of Live 8, Mr. Brown said, he ‘went on a rant about how we have Celine Dion representing Canada via satellite from Las Vegas, and how true Canadian icons were being overlooked, namely Stompin’ Tom,’ Mr. Brown explained yesterday in an e-mail to a Citizen reporter.

‘At this point I vowed to play nothing but Stompin’ Tom on my show until (Live 8 organizers) Bob Geldof and Michael Cohl recognized the influence that this true icon has in this country and add him to the bill.’

…

While Stompin’ Tom has a devoted following in Canada, it is unlikely Bob Geldof has ever heard Bud The Spud or other Stompin’ Tom-penned tunes about everyday life in Canada’s small towns and cities.

On Tuesday’s show, Mr. Brown played Stompin’ Tom’s Big Joe Mufferaw continuously for about a half an hour.

Mr. Brown said reaction to his Stompin’ Tom binge was immediate.

‘The moment we started playing Stompin’ Tom, the phones went insane (like I have never seen in 15 years of radio) … 99 per cent of people were in support that we needed to get Stompin Tom on the Live 8 bill.

‘It just shows you how like no other artist this man transcends all boundaries and truly speaks for the country.”

Another random email comes my way

Hi Steve:

I am hoping to get a picture of a UPS truck/driver delivering packages to horses in a corral. One of the horses needs to have a big pencil in his mouth – like he’s signing for his packages.
This is for a PowerPoint presentation to be used one time. UPS wanted tons of red tape to make this happen. I need it by 6/27/05
Any thoughts?

I did recently blog a photo of a UPS truck

, but still, why would someone ask me this? I sought some explanation

sorry. I am searching for UPS pictures and I ran across yours. You seemed like a very creative type. thought you might have some interesting ideas.
Nothing ventured…nothing gained.

Interesting how people use the Internet. As Tom sez It would be perfect to show a monkey clinging for dear life to the antenna of a fast-moving 1972 Nova. Can we get that? Somebody write to that Portigal guy

This type of rule may be largely symbolic, but the issue at question does deal with the meaning and usage of symbols, so perhaps it’s appropriate. It’s interesting to see a stand taken for effective communication and creating a smoother more usable “interface” to an organization. Organizations – the more bureaucratic, the better – become very focused on their insides, and not their outsides, thinking about their own processes and nomenclature and expecting their customers to adapt to their systems. It’s unfriendly, takes more effort, frustrating, distancing, and ultimately requires more work on their part to actually clarify or correct mistakes.

Contra Costa County supervisors who use certain dirty words during weekly meetings will have to cough up $1 fines. Under a new policy unanimously adopted Tuesday, bureaucratic acronyms like EIR, LAFCO, ABAG and RFP will be verboten in the board chambers in Martinez, not just from the supervisors’ podium but also in all written materials for board meetings.

‘We throw them around all the time,” said Supervisor John Gioia of Richmond, who proposed making Contra Costa the first county in California to adopt the anti-acronym stand. Politicians and bureaucrats there now must use phrases instead — environmental impact report, the Local Agency Formation Commission, the Association of Bay Area Governments and Request for Proposals.

He asserted that the public, whether sitting in the chambers or watching on television, can be confused when government officials engage in alphabet-soup discussions of programs.

Link

Just last week I received a letter from the Canadian passport office. It was a piece of paper with 2 dozen check boxes available, each indicating a different type of problem. The problem with my form was checked, a couple of words appended, and a pointer to a code (“see PPT 0S1” – although was that 0 or O was unclear) – but no indication of what that code was, how to find the information in that code, and ultimately what to do with the information and card they sent me. No return envelope or instructions about where to mail it. I filled out the attached card and went to the web and found the mailing address and put it in the mail. When it arrives, will they be able to link this supplement with the information they have on file? I never found PPT 0S1. Really crappy experience for something as crucial as a passport. And this is, of course, typical. Especially for governmental agencies.

So, kudos to Contra Costa County for a SITRD! (step in the right direction)

In a previous post I reviewed Tiger Power, a new breakfast cereal from Kellogg’s. I just came across kind of a funny and slightly more attitude-filled review here.

In a previous entry I wrote about being approached by a PR firm (ineptly, at that) to blog about their new product. I still haven’t got mine yet, so I haven’t been able to blog about ’em. But meanwhile I found someone else’s experience/reaction in being approached with the same spiel

. A good discussion ensues. However, I’m miffed no one asked me to discuss Glad Press’n Seal here on All This ChittahChattah. Hmm.

From Garrick Van Buren’s Work Better Weblog

One of my current projects has a major survey component. The survey ends with:

If you’d be open to follow up questions, enter your email address below.

There’s about a 60 / 40 split on responses with emails and those without. The responses without email addresses have skipped questions, irrelevant answers, and are generally unusable. This is so much the case, that I’ve found it a better use of time to check for an email address first – then read the response.

It’s interesting that people comfortable with being contacted give useful answers, while those providing non-useful responses don’t provide a way to be contacted.

Conventional wisdom on requiring accountability has it backward. Accountable people want to be responsible for their actions. Those that aren’t don’t. Forcing it doesn’t change anything.

This is purely anecdotal of course, and may not generalize to other surveys about other topics, but nonetheless seemed an interesting data point.

NPUC 2005

– The future of portable computing.

July 11. I’m going. Anyone else?