Don’t Retreat Marketers. Ben Franklin to the Rescue.

What the heck is going on in the business world?

Judging by all the negative stories, one would think that a plague of incompetence has afflicted commercial teams across the country.

However, beyond the obvious blunders (e.g., United and airport security personnel), some of the backlash is a bit perplexing.

Are corporations and their marketing teams failing at higher rates or is something else going on?

I suggest the latter. That’s partly because social media has, for better and for worse, totally disrupted the way so many now get and process their information.

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Gatorade’s High-Tech, Sweat-Reading Vending Machine Delivers Brand Positioning

For the Gatorade marketing team, the old adage “never let them see you sweat” does not apply.

Quite the opposite.

Credit: Gatorade.

Credit: Gatorade.

The Gatorade brand is all about sweat and countering its effects on the body. For the past three years, Gatorade has activated marketing around the “sweat it to get it” idea.

Now, Gatorade’s team in India has evolved the idea with a high-tech vending machine that dispenses free bottles of Gatorade to workout warriors. It’s technology powered marketing that delivers positioning and product benefits in a fun, content-friendly activity that’s well-suited for social media and mobile Internet sharing. Continue reading

Update: Shopping Center Fixes Poor Brand Signage

A New Jersey shopping center has corrected a retail brand signage mistake – and good for them.

Denville Commons shopping center - Denville, NJ. August 10, 2015. Credit: Harvey Chimoff.

Denville Commons shopping center – Denville, NJ. August 10, 2015. Credit: Harvey Chimoff.

In August, I wrote about the pending debut of the Olive Tree Marketplace along a busy state highway traffic corridor in Morris County, NJ.

No doubt in a hurry to build pre-opening awareness, the shopping center and/or store made some poor marketing decisions about signage:  Marketing Blasphemy: Don’t Use Your Logo? Continue reading

Hey Tom Brady – Fun Foods are Here to Stay, But …

So the great Tom Brady has declared that Coca-Cola is “poison.”

With his football deflation controversy adjudicated but not forgotten, he decided to wade into the food nutrition debate and attack major American corporations. They really love him at NFL headquarters now!

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US Senator Politicizes National Guard-NFL Team Sports Marketing

Controversy has arisen about marketing sponsorship programs between NFL teams and the National Guard/Department of Defense.

US Senator Jeff Flake (R – Arizona) singled out the New York Jets in an April 30th press release, declaring  an “egregious and unnecessary waste of taxpayer dollars by the New Jersey Army National Guard (NJARNG).”

It’s part of his #PorkChops series highlighting what he perceives to be government waste.  The story was reported locally in New Jersey on May 8th (Christopher Baxter and Jonathan D. Salant of NJ Advance Media for NJ.com).


Let’s explain what happened and then assess.

Credit: NJ National Guard.

Credit: NJ National Guard.

The New Jersey National Guard (NJARNG) paid for a marketing sponsorship with the New York Jets the past four seasons (2011 to 2014).  The components were relatively standard fare for sports sponsorships.

Key features included:

  • Allow 10 NJARNG Soldiers to attend the Jets’ Annual Kickoff Lunch in New York City.  At the luncheon, the Soldiers will have the opportunity to meet and take pictures with various members of the Jets organization for promotional use for recruiting and retention purposes for the NJ Army National Guard.
  • In-stadium branding on monitors; Facebook social media promotion.
  • Allow NJARNG to participate in the Jets Hometown Huddle charity event in which Jets players and coaches will work side by side with the Soldiers to build or refurbish a community asset. i.e., build a new playground, rehab an existing park, etc. for promotional use for recruiting and retention purposes for the NJ Army National Guard.
  • 24 Game Access Passes.
  • Use of Atlantic Health Jets Training Center for up to 100 attendees to conduct formal meeting or event.
  • A videoboard feature – Hometown Hero.  For each of their 8 home game, the Jets will recognize 1-2 NJARNG Soldiers as Home Town Heroes.  Their picture will be displayed on the videoboard, their name will be announced over the loud-speaker, and they will be allowed to watch the game, along with 3 friends or family members, from the Coaches Club.

Total payments from the Department of Defense and the New Jersey National Guard to the Jets over four years were $377,000.

What’s so controversial, you may be wondering?

After all, we’re used to seeing a variety of marketing communications geared to promote recruitment for the various branches of the armed forces and to keep brand awareness strong (no complaints for The Few, The Proud, The Marines, I don’t think).

When we cut to the chase – shock and awe – politics are driving this controversy!


Let’s sort it out.

To begin, Flake’s press release is sensationalized, incomplete and out of context. Continue reading