The Value in a Brand and Consequences of Change

Gilda Radner is a comedic legend whose life was cut short by cancer. As Saturday Night Live characters Roseanne Roseannadana, Baba Wawa or Emily Litella, Radner always found a way to make people smile. The original cast member of SNL passed away in 1989 from ovarian cancer, but her legacy lives on through Gilda’s Club, a non-profit cancer support network that was started by her friends and family.

Recently, some of the Gilda’s Club branches announced they would be changing their name to Cancer Support Community, including the Madison, Wisc., Gilda’s Club affiliate.

The executive director of the Madison affiliate explained that her organization decided to change its name to Cancer Support Community Southwest Wisconsin after it realized that most college students were born after Radner died in 1989.

“We are seeing younger and younger adults who are dealing with a cancer diagnosis,” the executive director told the Wisconsin State Journal. “We want to make sure that what we are is clear to them and that there’s not a lot of confusion that would cause people not to come in our doors.”

 

 

This decision ignited backlash from a number of Radner supporters. The Madison chapter’s Facebook page has been bombarded with comments filled with anger and bewilderment.

Other chapters, specifically the Nashville chapter, announced on its Facebook page on Nov. 29 that the local branch would not change the name. The page received numerous positive comments applauding the chapter’s decision. Sandy Towers, the affiliate’s founder, explained why it’s important to hold on to the name, Gilda’s Club.

We have been established in our community for almost 15 years, and there is value in the brand,” said Towers. “Having the name Gilda’s Club is special and unique. It is a personal connection that allows us to tell a better story and gives us the opportunity to explain who Gilda was and what we do as an organization.”

“When Gilda was diagnosed, she said cancer was a very unfunny topic,” continued Towers. “We deal with difficult issues here, and yet at the same time, there is so laughter and a whit and whimsy attitude that was a part of Gilda and is part of what happens here. Even though people are diagnosed with cancer, people can live with it. There’s a quality of life that can be had no matter the outcome.”

Towers and her local organization stress that Radner’s life represents a wonderful story of how she dealt with the cancer. The spirit of who she was is so important and valuable to the organization.

There is something to staying true to a brand and celebrating its legacy. No matter if it’s Susan G. Komen, The Mayo Clinic or Gilda’s Club, there is value to a brand’s name.

Other companies have received negative feedback when trying to change their image. Coca-Cola attempted to change its recipe and name to “New Coke”, but was faced with epic consumer fallout so it reverted to the original recipe and name three days after the change. In 2010, GAP introduced its redesigned logo on its website, only to receive nothing but criticism and complaints from the retailer’s customers. The retailer turned it into a positive by engaging fans, asking for suggestions and, ultimately, returning to the old logo.

Could the Madison chapter’s decision lead to a new generation discovering the comedic genius of Gilda Radner, in addition to newly found brand awareness of Gilda’s Club?  Can they make good out of a bad situation?

Only time will tell.

For your enjoyment, here is a glimpse of Gilda Radner’s life and one of her infamous skits.

 

 

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Ads Revealed Early for Sunday’s Big Game

YouTube Ad Blitz partnered with NBC Sports

So what makes the commercials so special?

Most people would probably say the surprise factor. In fact, a great deal of people watch the big game just to catch the commercials. People don’t want to feel left out the next day at work when their co-workers ask them, “Did you see that Darth Vader kid? It was so funny!”

But this year, some advertisers are taking a different approach. Companies like Volkswagen (+2 million YouTube hits), Honda (+10.1 million YouTube hits), Coca-Cola (+22,000 YouTube hits), and even Downy (+162,000 YouTube hits) have released their spots online before they air during the game. Other companies, such as Bridgestone (+1.5 million YouTube hits), revealed their commercial teaser virally.

Why?

Well, with ad rates this year at $3.5 million per 30-second spot, on top of the production costs with lavish effects or high-priced celebrity endorsers, advertisers are looking to get the most mileage out of their ads as possible.

Competing for the attention of an expected audience of more than 100 million people, advertisers are hoping the pre-game release will get the conversation going. One person may view the Honda spot online, love it, and then make sure everyone sees it at their party on Sunday. Although the ads may lose a little bit of that game-day surprise, advertisers could generate more viewers and buzz with an early release.

If you would like to check out the ads already released for this year’s big game or relive some classics from years past, visit Superbowl-ads.com. Also, if you miss any ads during the game, visit YouTube’s Ad Blitz page to view, share and vote for your favorite ads.

Twitter Launches ‘Brand Pages’ for Marketers

Twitter recently dove a little deeper into the branding game with the announcement of a brand page program on the social media platform.

New brand pages will allow advertisers to customize page headers to include its logo and tagline prominently.

Brands can highlight their best content by controlling the message visitors see when they first come to the brand’s profile page by the brand’s ability to continuously promote a tweet to the top of the page’s timeline.

The “promoted tweet feature” on pages will also allow visitors to instantly see the photo or video content linked from a tweet.

Among launch partners for the new program are Disney, General Electric, JetBlue, Coca-Cola, McDonald’s, Paramount Pictures and Nike.

Company Facebook pages are widely considered to be the secondary branded destination outside of company websites. Twitter’s brand page launch could be seen as a way of challenging Facebook and a similar launch by Google+ last month.

In addition to the brand page launch, Twitter also announced a major site redesign.

New Coke, Old Coke, White Coke…Oh, No Coke

The Coca-Cola Company

The world witnessed the power of branding, thanks to the Coca-Cola Company, once again. Didn’t it learn its lesson with New Coke?

It was 26 years ago when the world’s largest beverage company changed its tried-and-true recipe, only to face epic consumer fallout. After only three weeks, the company scrapped New Coke and re-introduced Classic Coke.

Lesson Learned: Don’t mess with our Coke!

But how they soon forget.

This time, it wasn’t the recipe Coke changed; it was the color of the can—from red to white. Sounds innocent enough, right? Especially hearing it was part of a campaign to protect the Arctic habitats of polar bears.

But the change was met with consumer backlash, again. Not to the magnitude of New Coke, but enough to cause Coke execs to replace the white cans with the familiar red ones.  Coke lovers had several complaints:

1)      “The white can resembles Diet Coke.”—OK. I get that. Diet Coke die-hards felt duped when they bought one thing but got another.

2)      “It tastes different.”—This one’s interesting and underscores the power of branding and visuals. The recipe is the same, but sometimes our brains override our taste buds.

3)      “I want my can to be red.”—Enough said.

The execs at Coke listened because they realized they had a brand to protect.  Great brands create relationships and forge emotional connections.  And it all boils down to the simple fact that companies don’t own their brands, consumers do.

Coke is one of the most recognized brands in the world and it’s extremely lucky to have very loyal and very passionate consumers. Now listen to them. They’re screaming at you, loud and clear:  we love our Coke.. but only when it’s the real thing.

Lesson Learned 2.0

Godin’s Brands in Public idea hits a snag

Picture 38The launch of Seth Godin’s “Brands in Public” service through Squidoo last week has created quite a bit of conversation.

Brands in Public describes itself as the ultimate (unofficial) web dashboard featuring everything you need to know about what people online are saying about a brand – then encourages you to add your own comments for “debate” and join the conversation through “shout out” forums.

It’s actually a really fascinating site.  Brands in Public even proactively set up more than 200 brands just for the launch of the project.  But they did make a couple of mistakes.  First, they failed to ask the brands for their permission.  Second, they told the brands in order to maintain control of their dashboard they would have to pay $400 per month for the service.

While companies obviously recognize the importance of monitoring online conversations about their brand, turns out they don’t really want to make it quite so easy for the rest of us to read up on them in such a concise “unofficial” manner – and be required to pay for it.

Godin has quickly back peddled and agreed to remove the brands that were created without permission but will maintain the website as an opt-in.  Several high-profile brands remain active on the site including Wal-Mart, Starbucks, Coca-Cola and Ford Motor Company.  Visit Brands in Public to read more or to start a brand profile.  Visit Seth’s blog to read his apology.

(EDITORS NOTE:  The site pages for Wal-Mart, Starbucks, Coca-Cola and Ford Motor Company have all been removed since the original posting of this story.  The following links still remain as of 9/28/09 – Home Depot, Allstate, Molson and Mini Cooper.

Click here to visit Brands in Public