In yesterday’s mail comes this silly glossy ad ahem magazine from Farmer’s (our insurance company) entitled you belong, with lots of great stories about how quickly they pay up after storm damage and so on.

And to really deliver the feeling that I do indeed belong, comes this highly personalized note from our local agent.

I like the transition from [soft TV voice on] “Please don’t hesitate to contact me. That’s why I’m here.” [soft TV voice off] to the ridiculous dot-matrix font that throws in consumer-irrelevant database numbers like

05968090

directly in my face. Yep, I sure feel like I belong. A real personal connection.

This is a technical failure, a design failure, but also failure of “getting it” – some folks at Farmer’s are missing the point in a serious way.

I was amazed to see the Starbucks logo as this ridiculous afterthought to the Marriott sign. Does the Starbucks brand really endorse any environment that strongly that they need to tag it onto the hotel sign?

A new restaurant in Mumbai

is called “Hitler’s Cross.”

A huge portrait of a stern-looking Fuhrer greets visitors at the door. The cross in the restaurant’s name refers to the swastika [originally a Hindu icon – SP] that symbolized the Nazi regime.

“This place is not about wars or crimes, but where people come to relax and enjoy a meal,” said restaurant manager Fatima Kabani.

Now that is some serious PR spin! All you need is “our consumers tell us that…” and it’d be in the top 10 of all time.

It reads like a marketing class exercise (or dare), doesn’t it? Find some way to take the most negative thing imaginable and productize it or present it as a benefit or a brand.

I bitched about Spin magazine and questioned the notion of relaunch vs. loyalty vs. targeting in a previous post

, only to read in Wired (in a piece by Chris Anderson excerpted from the just-released The Long Tail”) that “money-losing Spin magazine was just, well, spun off for a fire-sale sum.” Wikipedia sez

[Under the direction of new editor-in-chief Andy Pemberton] The [May 2006] issue’s format took a dramatic turn to many readers’ disgust. The new style has been compared to celebrity gossip magazines such as Us Weekly, even going as far as to have a cover story and picture on Kevin Federline. Prior to the issue’s release, much of the staff quit or were fired.

and

As of June 26, 2006, Andy Pemberton resigned from Spin as editor-in-chief amid much criticism of his handling of the magazine.

and

Vibe’s recent sale of the magazine for only $5 million, given the fact that VIBE paid over $45 million for the publication in 1997.

I left my last issue at the post office, didn’t even take it home to flip through. I didn’t even open the magazine before discarding it. Sad, really.

Meanwhile, Chuck Klosterman has created a big stir in the blogosphere with his Esquire article about the lack of criticism in the gaming scene.

This post from Own Your Brand! reminded me of my Spin/brand riff earlier today.

Knowing all this, I’m still puzzling on the pieces of a pattern I experienced last night at a local Taco Johns.

As I entered the establishment (“restaurant” seems a bit overstated for a fast-food place), a young man appeared to be walking out. Then I realized he was in a Taco Johns uniform and he wasn’t walking out, he was opening the door for me. I was actually being greeted and welcomed into a fast-food joint. That has got to be a first!

I felt my “fast-food pattern” breaking and a new one taking its place. Cool.

Since it was “Taco Tuesday” I was ordering for my whole family at home. It’s a large tribe made up for four generations, but I digress. They love their taco sauce, so I was instructed to ask for extra hot and mild sauce which I did. I always ask for extra hot and mild sauce – that’s my pattern.

Now, the last piece of my puzzling pattern encounter – after the “warm and fuzzy” door opening, warm greeting, hospitality experience, when I’d returned home, I discovered they forgot the to include any hot and mild sauce. They always do, unless I remind one more time when I pick up my order. So much for the new pattern – back to old reliable.

I’ve received my second issue of Spin magazine since a recent relaunch. It’s gone from being a youth-oriented slightly alternative music magazine that featured (one of my writing heroes) Chuck Klosterman (in an ever-declining role) to a youth-oriented slightly alternative People magazine.

I wasn’t exactly in love with the old Spin, given my rural lifestyle (i.e., Portigal Consulting world headquarters is just blocks away from an alpaca ranch), but I admit I found it strangely comforting to read about Coachella and Death Cab for Cutie even though there’s little chance I will go to the first or listen to the second. I want to say “I’m too old” but it’s really not a matter of age, I have always liked reading about this stuff, but I never felt part of it. Reading Spin a couple of years ago was an attempt to shake off the depressing feeling that Classic Rock Radio (and Rock Marketing) has been giving me for many years.

But I can’t stand this new magazine, it’s replaced attitude with vapiditude. Spin will certainly lose me as a reader. I’m not sure that’s a problem for them. I’m probably not a customer for their advertisers and therefore not a valued reader.

It does raise some interesting questions about how to “re-launch” or otherwise evolve a brand. I know this is not the first time Spin did this (at one point they were vaguely hard-hitting, big format, run by Bob Guccione, Jr., the Penthouse scion). But there’s no transpanecy in this process. Where is Klosterman? Why all the pictures of hotties? Parties? Hot parties? I’m asked to consider it as the same Spin, even though it’s not, and it doesn’t feel like it.

In this case, the entire experience has changed, it’s not a new ad campaign or new bumper graphics, old stuff is gone, new stuff is here, the editorial voice has been revamped.

Contrast with newspapers that change features all the time (newly designed stock tables, new font, new page format, you name it) and typically will explain the heck out of it, what was done, how it was done, and why it’s better. They know that when you have a comfortable relationship with a paper, you’ll be shattered if changes slightly without you knowing a little bit in advance.

A recent study we did around some commercial software that was used aggressively every day all day found that the management of inevitable changes is crucial, the software is “their” software, just like Spin is “my” magazine. The consumer/producer split has an emotional component that producers don’t always get. As one of the software users told us (paraphrase) “I don’t come to your office and change how your system works!”

That’s sort of how I feel. Spin didn’t ask me if I was going to be okay with this, and I’m not. I hate this magazine and I want my old one back. And Spin is probably all right with that reaction, but it’s easy to identify other cases where it’s not so cool to piss people off so much that they leave.

No pat solutions here, although maybe others have examples of good or bad to contribute here.

I realize I’d been away from Canada quite a while when I saw Campbell’s Gardennay on the grocery store shelves (of course, you know I’m into that stuff). It just seemed like the worst, most awkward faux-Euro brand name. I’m amused to see American DiGiorno

appear in Canada as Delicio, but mostly, this Campbell’s soup name just seems weird and strange. But then, I don’t live in the target region. Anymore.

Faced with growth that they aren’t prepared to handle, the company that makes Moleskine notebooks is planning on selling itself. An atypical (idealistic? honorable?) response in these days of leveraging brand equity, extensions, cross-marketing, product placement, and the like.
Via Kottke.

From House & Garden comes this awesomely negative review of Karim Rashid’s new book

.

Considering the chutzpah of the basic conceit, I expected Rashid to pepper the volume with absurd pronouncements. To my great disappointment, the most shocking thing about the book is the banality of the designer’s advice: “If you’re short, don’t worry about it.” “Clip and trim your nose hairs.” “Make friends online.” “Know yourself.” Try to imagine Dr. Phil grooving on some pharmaceuticals at the Milan Furniture Fair and you start to get the picture. Predictably, the book is rife with evidence of Rashid’s narcissism, but even those passages don’t relieve the painful tedium.

Click picture to see it larger

Some businesses operate on a cooperative model where customers get money back annually, quarterly, etc. Either depending on their activity level (i.e., REI, Discover Card), or on how the business does overall (i.e., co-op grocery stores). AAA doesn’t typically do that, so I was surprised to see a check for $25 from them the other day, thanking me for my business as a policy holder. Sure, they could have discounted my rate at the time I paid (and I vaguely remember them doing this either this year or in the past) but this has a lot more impact. Instead of a brief line item (i.e., LOYAL CUSTOMER DISCOUNT) on my bill, they can communicate a bit more about their intent with the money the are kicking back to me. Call it a dividend and create loyalty with me not only by giving me some cash, but using some rhetoric that suggests a cooperative relationship; that I own a bit of AAA.

Their bottom line (if you ignore printing and mailing costs; which might wash out anyway since some checks won’t be cashed) is pretty much the same, but their chance to have an impact is pretty different.

This isn’t a huge winner or anything, but it’s an interesting example.