Posts tagged “brand”

Brand Extension

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I saw this sign earlier this week in Colorado Springs. Turns out that yes, it’s a real place

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What are the two things people don’t like doing on a regular basis? Why, washing their Vehicle and washing their Dog of course. Both are time consuming and messy. So I created a professional, clean and fun environment where you can bring your vehicle, dog or both and get them clean.

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Brands, blogging, snack culture, and a dilemma

Snacklash is the only thing worth reading in the recent Wired feature on snack culture (summary: lots of shorty-short-short stuff proliferates).

Snack culture is an illusion. We have more of everything now, both shorter and longer: one-minute movies and 12-hour epics; instant-gratification Web games and Sid Meiers Civilization IV. Freed from the time restrictions of traditional media, we’re developing a more nuanced awareness of the right length for different kinds of cultural experiences…Yes, it sometimes seems as if we’re living off a cultural diet of blog posts and instant messages – until we find ourselves losing an entire weekend watching season three of The Wire. The truth is, we have more snacks now only because the menu itself has gotten longer.

This sums up the challenge I’ve been in semi-denial of for a while now. My own output of content. For as content creators, we face the same challenges as well.

The posts here on this blog vary in length and thought and time. I’ve started the Quickies as a channel for passing on a link of interest with one or two key thoughts. And there are the longer pieces every so often that summarize an experience or an issue. If you go back and look at the earlier days of this blog, you’ll see a lack of polish and focus, and a lot less content by me.

Now take a look at FreshMeat. The earliest entries are on par with some of stuff I blog now (longer, more focused), but the later entries are like small theses. They are really in-depth, long, and demanding-as-hell to write, especially when a simpler blog entry is easily produced and delivered.

FreshMeat got longer and more intense, as did the blog. A blog entry now is more substantial than a FreshMeat started out to be. It’s an escalation.

And then there’s an infrastructure issue. FreshMeat originally was an email list, with a web thing as secondary distribution. But running a mailing list is increasingly demanding as customers of an ISP. Most don’t want you doing anything like that; moving an existing set of names to a new host sometimes means that everyone has to opt-in again. I’ve got over 1000 names, granted the list is a bit stale, but I can’t imagine I’d get more than 50% re-registering after 2 years of silence.

I still get asked “when’s FreshMeat coming out?” because people enjoyed it. They may be not the same people who make the commitment to read a blog on a regular basis.

The dilemma, then, to readers here, who have a good perspective on my brand and on content and all that, what makes sense? Should FreshMeat be retired? Integrated into the blog? What should the brand be? If I could send one last email to the 1000 names, what should I tell them?

I’m stuck on this one, and I would love your thoughts! Please!

Adventures in taste

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I run into these Kettle Chips any time I’m in a fancy/yuppie/specialty kind of food store. I admit to not having paid attention closely over the years, but I remember them appearing as a brand of authentic old-timey traditional (i.e., “quality”) chips, and it seems that all of a sudden they’ve been coming out with crazier and crazier flavors.

This would be a good Consumed piece, don’t you think? How did the brand offering evolve to what it is now? Their website outlines their commitment to adventurous flavors, all natural, and more on the type of ingredients and preparation process. Much of that is typical for a food company, but the flavors is an interesting twist. I’m reminded of Method, who have built a story around cleaning products that are safe, not animal-tested, effective, smell good, and are packaged to look good. You can pick one or two of those (i.e., beautiful packaging) as a hook and identify with that, rather than have the whole story be important. It’s surprising to see a gourmet/quality story with unusual flavors, it’s surprising to see a safe cleanser with a gorgeous package that you can leave out. But beyond surprise is a sense that these might be the real attractors, while all that other stuff is just fine, of course.

Meanwhile, thinking about flavors reminded me of the awesome social commentary found in this riff from the Kids in the Hall:

In the beginning, there was Miracle Whip. One kind of cheese, and fish came in sticks. Bread was white, and milk was homo [there is a carton of “homo milk”]. Our condiments were mustard, relish, and ketchup. Our spices were salt, pepper, and paprika. These were our sacraments. [closes fridge]

Garlic was ethnic. Mysterious. Something out of the Arabian Nights. And then one day it happened. Food exploded. People, yeah, people put down their Alan’s Apple Juice and share of pudding, picked up a bowl of tofu, slathered it with President’s Choice spicy Thai sauce, yeah, and washed it all down with a mango-guava seltzer.

You know, there are so many new products nowadays and I confess half of them I can’t identify. I guess it’s like that with people too. You know I can’t tell a pita bread from a cactus pear or a Korean from a Filipino. I feel left behind. I do. I’m not *modern*.

I’m embarrassed to buy water in a bottle unless it’s for the iron. And I still believe– call me square but I still believe that tangerines are just for Christmas. You know what? I think it all started with marble cheese. I do! Yep. Well, think about it ’cause right after they introduced that, they came up with salt and vinegar chips. Then it was sour cream ‘n’ onion, homestyle, before you know it chips were being sold in a tuuube. Where will it all end?

Imelda Marcos – brand name for new fashion line

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Parody just seems harder when real life is so ridiculous.

The 77-year-old widow of deposed dictator Ferdinand Marcos is still viewed as an icon of class and grace as well as a mindless shoe maven who amassed thousands of pairs of pumps and stilettos while her nation languished in poverty.

But there is a lesser-known side of the flamboyant fashion plate: as a high-couture scavenger who spent nights fashioning outfits with a glue gun and scissors, even stripping the copper wire from telephone lines to get just the right look.

The Marcoses are now poised to capitalize on that fashion-meets-function image. Next month, Imee Marcos, the daughter of Ferdinand and Imelda, and her two sons will introduce the Imelda Collection: a funky, streetwise line of jewelry, clothing and shoes. They hope the fashion line will attract a younger generation not yet born when Imelda Marcos was on the world stage.

Series

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