From: Jordan Bochanis <jordan_bochanis@brzoom.com>
Date: Tue, 15 Jan 2002 06:18:52
To: Tim Manners <editor@reveries.com>
Subject: TERROR? TRAGEDY? SCANDAL?
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Terror? Tragedy? Scandal? Whose brand was it?
By the time you read this, maybe this question will be answered, but whose pretzel was it?
As a jittery nation reacts to breaking news about terrorism, the government and the economy, people need to get all the details as quickly as possible. Lately, those much-needed details include the brand of the product involved.
It makes sense really. In a world that's divided by competitive products (did you go to a Coke high school or a Pepsi high school?), people are aware of the vast amount of marketing going on all around them and realize the effect that current events can have on a consumer brand. And they need to know what's in it for them.
Right now, there's a guy with a bag of Rold Gold pretzels in his hand, writhing on the floor in front of the office water cooler, holding his throat and feigning choking to the delight of a group of his fellow co-workers.
Office jackass, you say? Absolutely, but he's also another example of the results of the link between brands and popular culture.
Americans are "brand aware" and proud! We may not be able to name the past four U.S. Presidents, but we can tell you some of their brand preferences. Let's see, Reagan had Jelly Bellies jelly beans, Clinton lumbered into Mickey D's in a jogging suit and had that messy scandal that left a dress by The Gap in need of dry-cleaning. Already, George W. has got the Ryder recount truck and now the salty snack attack (brand currently unknown but soon to be revealed).
Even after a terrorist (and creative director look-alike) recently tried to ignite his explosives-laden sneakers aboard a commercial airline flight, I read an article where sneaker marketers were wondering out loud whose product they were.
Why?
Damage control -- maybe. Opportunity -- if it's not your brand perhaps. Who knows?
But how do marketers take their brand's involvement in the day's news and turn it into "increased awareness," "volume spikes" or "trial drivers?"
Having worked on "The Soviet Union Going Out of Business Sale" promotion (after the collapse of the Soviet Union) and the "Match the DNA Sweepstakes” (during the O.J. trial) for Barq's Root Beer, I can answer that question.
Carefully. Very carefully.
Jordan Bochanis is Concept Director of Bochanis, Rogan, Zoom, a marketing services agency with offices in Connecticut and Louisiana. He may be reached via email at jordan_bochanis@brzoom.com
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