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Confused Messages Driving Catch-22 Brand Marketing

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ALT="Pink Campbells Soup Cans, Soulati"The headlines in national newspapers and trade ‘zines are a mixed bag of damned if you do, damned if you don’t. Consumers are taking the biggest hit amidst the confused clutter of brands’ messages.

Let’s take a look at several finger-in-your-eye examples and see if you agree:

Price Drop Tests Oil Drillers, Wall Street Journal, October 10, 2014
In this front-page story, you already know the gist. If you’re like me, you’re likely ticked off about it, too. Consumers have not even realized the benefit of one week of under $3/per gallon of gasoline and the analysts that cover the oil industry are bitching. If oil being fracked in Bakken sells for less than $84/barrel, then fracking is uneconomical. What does that mean for consumers? Another squeeze in oil supplies due to the cease in fracking, the loss of jobs and a price increase.

It’s that supply and demand thing, and the consumer conundrum remains for marketers — do we continue to pinch the customer and force higher prices so we make our margins and keep stakeholders happy, or do we risk losing market share and influencing a nose dive in local economies dependent on the jobs created from oil exploration? The media love to report on oil companies emotions

Pay TV’s New Worry, “Shaving The Cord,” Wall Street Journal, October 10, 2014
Do you subscribe to a television provider where the most favorite and in-demand channels cost the most money? Is your bill for satellite or cable television in the hundreds of dollars monthly? YES! Consumers are looking elsewhere for entertainment to try to cut frivolous expenditures. and the pay-TV companies are none too happy. Upon further examination, consumers are not totally ditching pay TV, they are shaving dollars off the monthly fee and leaving the big channels.

What’s the impact? No surprise, it’s the brand marketers seeking the subscriber base to feed us advertisements on CNN, USA Network and ESPN. If the subscribers aren’t there, ad dollars disappear and BAM! pay TV just got pricier as there’s no one left to subsidize programming. And, who’s responsible for the story behind this headline? A research firm probably dueling as an industry analyst seeking buyers for reports like this.

Smile! Marketers Are Mining Selfies! Wall Street Journal, October 10, 2014
Ahh, the ubiquitous selfie soon to grace a Snapchat, Instagram or Facebook near you. And, if that selfie is a smiler complemented by a brand logo, then look out consumer! You’ll soon get more advertising messages from the brand that bought the image catching you in the happy moment.

Guess how? [Read more…]

How Much Transparency Is Too Much?

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My pal I miss so much because she works full time and can’t banter with the best of us has decided to visit here again with a spot-on GP (that’s guest post). Please welcome a familiar face from this community and someone I love dearly, Jenn Whinnem (who recently tied the knot in ever so much secrecy without inviting us to the party; look there she is on her special day!).

Jenn Whinnem says:

I lost my glasses recently. They were either in my home, or at the lake on the property. Several searchings of both turned up nothing. Until, a week later, one of my neighbors turned up with the glasses in hand! “My granddaughter found them while she was snorkeling,” she said.

Yes, dear readers, I went swimming with my glasses on. How on earth I managed to do this is still making me worry about my brain.  Now the lenses are foggy and I need new ones.

This, and , got me thinking about transparency. Please note upfront: I’m not in the habit of blaming the victim, ever. It’s simply not on his account. I’d wager that someone is very sick, but I’m not qualified to diagnose. Whoever this person was, they had a lot of information about Danny and his life. Danny has been pretty open about many of his life details (again, not blaming the victim). And that’s what got me thinking, again.

About two years ago, I wrote a post for Jayme about having cystic fibrosis. Jayme had asked me to write it, and I wanted to help out a friend, forgetting that the internet is mostly not a secret place. That post ended up getting much more traction than I intended. Usually I don’t make that information so public, because I worry it will prevent employers from hiring me. An ugly reality.

Since sharing that, and worrying about the repercussions, I’ve been careful with what I share. I don’t mind telling you a story about swimming with my glasses on, as bone-headed as that makes me seem, because I think it’s funny, humanizing, and something others can probably relate to. Not many people are going to use that against me for anything other than a joke at my expense.

I read a post a few months ago where someone used the Batman/Bruce Wayne example to discuss how, thanks to the internet, nobody gets to have a secret identity anymore. (A Google search is not helping me find this post, because apparently there is a song called “I am not Batman.” If you know it, tell me, I’ll update the post). I vehemently do not agree. I advocate for a persona, and for never confusing the persona with the self.

Back to those glasses. I can see through them, but they’re just blurry enough that I really shouldn’t drive with them on. They’re a great model, though, for the kind of transparency that makes sense on the internet.