The Unmovable Line in Brand Promotion

I have two wonderfully spirited sons who laugh, smile, play hard and always (and I mean always) test to see where the boundaries lie. My wife and I quickly learned that good parenting is all about consistency in rules and reaction.

Does the same apply to brand management?

I’ve been thinking about this issue ever since Advertising Age writer Rita Chang phoned me to discuss Verizon Wireless’ sponsorship of a “Friends of America” rally in West Virginia. It appears Verizon unintentionally tossed its much respected corporate brand into the debate around the powder keg issues of employment and the environment.

Ouch…for a taste of the divergent emotions swirling around Verizon on what the company thought was its harmless participation in a local event check out the comments to Chang’s article.

Ironically, in my subsequent readings these past few days I have stumbled across several egregious examples of inept brand management. Let’s start with the World Wildlife Fund (WWF) that gave the thumbs up to a print advertisement which compared the wrath of nature to the death and destruction of the September 11 terrorist attacks.




















The market reaction was swift and all condemning, resulting in a hasty apology from the WWF and its advertising agency acknowledging the ad “never should have been created, approved or run.”

Then there is the little tidbit about the dictator and mass murderer Adolf Hitler who has now become the corporate and product spokesperson of choice for a number of internationally-based companies.

That’s right…he is back…the Nazi fuhrer -- whose resume includes architect of World War II and perpetrator of genocide -- is hawking products as diverse as computer thumb drives, condoms, coffee and chopsticks.

So…yes…companies are clearly testing the boundaries when it comes to brand promotion in an attempt of find the appropriate balance between Jerry Springer shocking and downright offensive. It’s all in an attempt to cut through what continues to be a noisy, message cluttered market.

My advice when it comes to brand management is right in step with what I tell my children: never stray from what is morally acceptable and don’t do anything stupid.

Timely News Reporting Alive and Well

There are certain journalists you just seem to connect with. You like their interview and writing style. Their beat is interesting. And they get their stories right.

For me, Rita Chang, the digital media and telecom reporter at trade publication Advertising Age, has long been a must read. So, I have made it a priority to build good rapport with her by being responsive and helpful when she is researching an article.

It has been a mutually beneficial relationship. For instance, she contacted me this afternoon at 2 PM regarding a breaking story about a well known and respected global company that is sponsoring a controversial event.

Two brief phone interviews…a few Email exchanges…and four hours later the article is published with my comments included.

Verizon Catches Flak for Backing Rally Put on by Coal Producer


In today’s social media charged environment, there are a myriad of sources of influence. Yet, journalists continue to rate high and there are often situations where you can quickly realize the benefit of a well cultivated relationship.