Category: Business & Advertising

“Live Like You Mean It” – Branding Gone Wrong

Live like you Mean It.  

That is the new slogan for the state of Wisconsin.  Apparently “America’s Dairyland” was not good enough.  The new slogan cost $50,000 of taxpayer money and it wasn’t even original: Bacardi trademarked it and has used it as a slogan to sell rum.  Motivational speakers use it as book titles, marketers put it on baby bibs, and high-minded college kids use it to discuss what they would like to do after graduation.

Its boring, unoriginal and very debatable whether Wisconsinites “live like they mean it” or if tourists are supposed to come to Wisconsin with that goal in mind.  Either way, it is a weak effort.  Wisconsin could have crowd surfed its way to a better slogan; It probably would have been better than Live Like you Mean It and wouldn’t have cost $50,000.

It brings up three rules that should should make sure to follow when they are trying to brand themselves:

  1. Do your due diligence to make sure your brand does not evoke other, unrelated products. (If it were Wisconsin and beer or brandy rather than Wisconsin and rum it might make sense)
  2. Be creative, not boring
  3. Don’t waste cash on something you could do yourself

Facebook Must Be In Trouble

I recently blogged about the Facebook ads called “Get Your Obama Check.”  Those appear to be gone already, but they have been replaced by new ones with a similar message.  These ads are called “Ball out of control at 23”  “I make more than my dad” “Make $169 between classes” and a bunch of others.  They all feature really nice cars or just wads of cash.  Here are a few of the captions from the ads:

Make insane amounts of cash during class. Stop being broke.
I know its not fair.  Hes been working his whole life.  Its easy.
You can afford this car.  Its easy.
Stop being lazy.  Google makes you $5000 per month.
Again, they all link to the same “blog” complete with fake replies.  They all claim they only want $1 for delivery of their “info packet.”

Facebook must be really, really, really desperate for revenue if they are accepting this type of ad.  Facebook must not be able to get any reputable company to pay for CPM ads because, by now, everyone knows about their abysmal click through rates and the CPCs are pretty high for most college campuses.  That’s another tipoff that these sites must be scams or promise more than they deliver.  If they can afford to the CPC necessary to get play on the University of Wisconsin network, they must be paying at a bare minimum $.10 CPC.  Most likely its higher, closer to $.50, as that’s what I have paid in the past.

I understand that revenue is revenue, no matter the source, but Facebook should not be known for sending its customers to shady, get rich quick schemes.  Even if they are legal, I would not want to be known as a company to be dealing with these types of companies.  I wouldn’t want to direct my customers to these sites.
It will be interesting to see if these ads will generate a backlash eventually.  I’m thinking it will, as these types of ads bring Facebook into the MySpace realm, a move that Facebook has been trying to fight since its beginnings.

“Get Your Obama Check”

When I logged into Facebook today, one of the ads on the right hand side (the ones that don’t get blocked by adblock), grabbed my attention.  Normally all of the ads are pictures of girls with the caption “Am I Your Wife” or “Meet Hot Girls” or MLM pyramid schemes.

This ad said “Get your Obama Check” with an obviously photoshopped picture of Obama holding a government check over the bottom half of his face.  The caption said “The government is giving away billions of dollars to stimulate the economy.  Find out how I got $12,000.”
I clicked on the link because I was curious to see if this was in any way, shape or form associated with Obama.  I thought it wasn’t, but since the Obama campaign was the most tech savvy and used social networks the most in the history of politics, I thought there could be a possibility it was a new Obama program to reach Facebook users.
The first link led me to a “blog” by a guy who claimed to be from Chicago, named Tom.  It is one of the fakest looking blogs of all time.  He claims that he got 12k from the government, allowing him to pay off his 10k credit card debt, take a 1k vacation and save 1k.  All this occurred within 30 days of him asking to government for money.  He says:

My name is Tom and I am from Chicago, IL.  After hearing all the news on the Government Bailout of the banks and the possibility of an Auto industry bailout, I decided there had to be a way for me to get some money like that from the government. Because if anyone needs a bailout, it is hard working Americans like myself, who have a hard time keeping their head above water.  After Doing some research I found that the US government has all kinds of free grants available to the public, for all sorts of reasons, that often go unclaimed. And these grants are not loans, they are checks you never have to pay back, funded by different government agencies. And if they don’t give what they were budgeted, they actually get less money the following year. So these government employee processors are just approving application after application, especially if no one is applying for these financial aid programs. So after researching on Yahoo Answers, I found a program that helps guide you through the process and I signed up for Goverment Funded Grants.

But most importantly I want to help other people get the money they are entitled to and not stand by while all these fat cats from large companies get rich off government bailouts. We all deserve to live debt free, so I am glad I signed up.

At the end of the “blog” you can click on a link that takes you to a page that prominently features Obama.  It asks you to sign up to receive info on how to get your free cash.

Beyond the obvious idiocy of these claims, its amazing that the Obama administration allows these people to use his image so prominently.  First it was drug dealers, now its people trying to capitalize on the recession and America’s laziness and desire for get rich quick solutions.  It will be interesting to see if Facebook continues to run these ads or if anyone protests their inclusion of Obama’s face.  You would think that at least one of President Obama’s zealous college student supporters would have reported this by now.
EDIT: Forrest commented below saying that the site uses IP locations to change where “Tom” is from based on where you are browsing from.  Shady.  I still see these ads on Facebook and the “get your obama check” websites are still up.  Secret Service, what’s up?

Sprint, Fox and 24: A Rant

Sprint must be the dumbest cell phone company around right now.  First, they have those black and white ads with Dan Hesse, their CEO, walking down the street.  Who is going to buy a cool phone because the CEO tells you about the company?  I can answer that.  Nobody.  They also have that annoying classical music playing throughout the commercials.  You can see it here:

I decided to watch 24 on Fox’s website since I missed last week’s episode because I was working.  This is a great idea and a great service, especially for a series like 24, where it is essential to see every episode in the correct order so that the show makes sense.  The only problem is that Fox has to put commercials into the middle of the show.
I understand completely why they need to do it and it makes perfect sense, but the execution is curious at best, moronic at worst, which brings me back to Sprint.
There are 7 commercial spots during a 43 minute episode of 24.  For whatever reason, Sprint and Fox decided the best way to advertise would be for the same company to put the same ad in all 7 spots.  This is a horrible idea in the first place, but its even worse when the 7 commercials are all Sprint’s horrible commercials.  Not only are the commercials bad, but they are also ironic.  The phone they are advertising is called the Rant.  Whoever named that phone must have had this commercial in mind because that’s what it inspires: Rants.
By the 3rd commercial break, I vowed I would write a Rant in my blog.  By the 5th, I decided that I would never buy a sprint product and would look to watch 24 any other way possible, including the myriad of pirated broadcasts.  By the 6th, I was about to break my computer and by the 7th, I was thinking to myself that I wouldn’t complain if Mr. Bauer had to use some of his tricks of the trade to get some info out of Mr. Hesse.  Luckily for Mr. Hesse, my computer and me, there wasn’t an 8th commercial break.
I do not know what both Sprint and Fox were thinking, but whatever it was, they failed miserably.  Not only do I now hate Sprint, but the repetitive commercials are going to drive me away from Fox’s service, onto a different website that does not make Fox any money.  If companies want to continue to make online content like this a viable ancillary revenue stream, they are going to have to learn to continue to adapt.  They cannot show the same commercial, even a great one, 7 times to a viewer in 40 minutes.  It will never work.
Maybe someone at AT&T or Verizon paid Fox to put seven Sprint commercials in a row during 24.  That’s about the only explanation that makes sense.
Here’s the offending ad: