A full page ad is running in daily newspapers today, incredibly pretentious and self-righteous. I can reproduce the text (below) but it will definitely be missing something without the blurry ALL CAPS type. I missed the whole Superbowl ad and other promotions they have done along the lines of “here’s to the heroes” but somehow the horses aspect here just seems goofy. The photo of the old-timey Clydesdale delivery wagon with the yellow ribbon magnet on the back is cheese-o-rama.

Clydesdales Across America
The Clydesdales Across America Tour will be appearing at SBC Park for a special Heroes’ Night tribute before and after San Francisco Giants games. Come visit from 6:00 to 6:45 on Friday, April 22nd at Willie Mays Plaza and on Saturday, April 23rd in parking lot A.

Don’t miss the chance to meet these great American icons [ed: this refers to the horses, I think] and send a message to our troops overseas.

The Clydesdales Across America: Here’s To The Heroes Tour is more than an amazing journey, it’s a chance to pay tribute to America’s everyday heroes who put their lives on the line to make our country safer, better and stronger.

Don’t miss the chance to visit with these great American icons, and to thank our troops overseas with a video message of your own. The messages will be aired on the Armed Forces Radio and Television Services (AFRTS) Network and transmitted to 177 countries around the world.

The Clydesdales Across America Tour. It’s a show of support for America’s Heroes that stretches clear across the country.

NYT story about European theme parks based on the American Wild West.

They all form part of a multifaceted Wild West subculture in Europe that includes everything from country music festivals and cowboy saloons to an established rodeo circuit. Tens of thousands of Europeans study (or even live like) trappers, American Indians or other frontier archetypes as a hobby. They join clubs, dress up in elaborate costumes and often take to the woods on weekends to live in tepees or sleep ‘cowboy style’ under the stars. ‘People dream of a free, beautiful country, of romantic campfires and heroes in the saddle,’ said Detlef Jeschke, a Nuremberg-born former champion European rodeo cowboy who is Pullman City’s program manager.

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FreshMeat #20 from Steve Portigal

               (__)
               (oo) Fresh
                \\/  Meat

Anecdotal evidence indicates FreshMeat causes happiness!
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Cute ideas about putting a friendly face on a brand
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Recently, I gave a presentation about conducting user
research in other countries (in this case, Japan). I
explained the phenomenon of “kawaii” (cute) – a prevalent
design aesthetic that cuts across age and gender. Most
people will recognize “Hello Kitty” as an example of
Japanese cuteness, but in North America that’s simply a
toy-like brand for young girls. In Japan, many businesses
will use a cute image as the “face” on their organization,
in order to present themselves as friendly, inviting, and
of course, non-threatening.

But kawaii is everywhere in Japan. The police use a kawaii
character as their mascot. Stores sell dustpans, tazers,
and dish brushes that are anthropomorphized with eyes and
a mouth.

Some quick examples here and here.

Anyone designing products, brands, services, etc. for the
Japanese market needs to at least be aware of kawaii,
and so I emphasized this to my audience.

One person spoke up and reminded us of the characters that
western companies created to personify their brands,
especially in the 50s and 60s. (For a great collection
of these mascots, check out the book
Meet Mr. Product: The Art of the Advertising Character).

It was a provocative comment, because in my fervor to
describe the ubiquity of kawaii imagery in Japan I had
forgotten about something similar in our own culture. Kawaii
is a powerful style of communication (and perhaps mode of
thought) in Japan, and it manifests itself in many ways,
one of which is cute characters to personify a brand, and
of course, the Japanese are not unique in putting faces on
brands. Point taken.

Later, I began thinking of other ways that we create
inviting brands in our culture, beyond the usual
tools of designing logos, retail experiences,
environments, web sites, etc. I realized that in the
shopping mall we’ve got a new, unique form of
Americana/Canadiana/etc…the pun-brand.

Just for groans, check out these names of mall stores:

My Favorite Muffin
Once In A Blue Moose
Gymboree
Northern Boarder
The Athlete’s Foot
Foot Locker
Romancing the Stone
The Stitching Post
Between the Sheets
Humphrey Yogart
Close Encounters
The Hotdogger
Zutopia
Banana Republic
Asian Chao
Bare Escentuals
Bead It!
Bubble Gun
Corda-Roys Originals
Sox Appeal
Hawa-E!
We’re Going Nuts
Deck The Walls
Pops Corn
The Nutty Bavarian

Soul To Sole
Whole Addiction
Time Zone
Finish Line
Site for Sore Eyes

Okay, take a deep breath! Starts to get a little
painful there, doesn’t it? Notice that sometimes
it’s hard to “see” the pun; when the brand has
established itself so well (i.e., Foot Locker)
it becomes a new “thing” rather than a clever
combination of words. It also seems that the
pun-brands that have been more successful are
(relatively) subtle – I don’t ever see Humphrey
Yogart going national (estate litigation aside)
because it’s just too broad. And some pun-brands
don’t work unless you already know what they are
selling (i.e., Whole Addiction is a body-piercing
concern…get it??).

Obviously, being punny is not enough. Like
any face being put on a business, a thoughtful
approach that is executed well and considers the
audience is essential. The Foot Locker brand
consists of more than the name, and it all
works in harmony. And let’s not forget the
Foot Locker mascot, called The Striper! (see
him here)

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A great article about kawaii can be found here and there are a ton of kawaii links here.

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Nice piece on visual puns in advertising is here.