Brands & Branding

Waitrose uses a feel-good brand ad in response to rising food prices

Waitrose_everyone_deserves

As UK food prices continue to soar discount supermarkets Lidl and Aldi are reportedly beginning to snare customers from that archetypal supermarket of the British middle classes, Waitrose.

Mintel is reporting that 57% of British consumers have trimmed their spending due to uncertainty over the future and declining disposable income and some are changing their supermarket preferences accordingly.

In response Waitrose have chosen to avoid being drawn into a conversation about price and instead have decided to try to broaden the appeal of the brand with the launch of this lovely feel-good summer epic ...

A documentary about the making of the rug used in the ad will be on Channel 4 soon.

Renewed calls for transparency on tipping

Pizza_express_staff_protest

It seems that my local branch of Pizza Express in Wimbledon is at the centre of a row about the lack of transparency in the way that restaurants distribute the tips given to staff.

It has been alleged that some restaurants (the example given by the BBC was Tootsies) keep up to 60% of the tips given to staff and the money that staff do receive is used to make up their salaries to the minimum wage.

Pizza Express (whose website proclaims that it's "a place where people matter") stands accused of firing a whistleblower for revealing that they take an 8% rake from tips.
Surely it is about time that those in the hospitality industry realised that they cannot continue these sharp practices without causing damage to their reputations?

As Dave Turnbull, a rep for the Unite union said: "I’m sure Pizza Express customers expect that the tips they leave for good service go to the staff and would be upset that the restaurant are creaming money off the top." Too right.

HiPPOs kill ideas

Hippo

An acronym you may not have come across which was used recently in a presentation by Jonathan Rosenberg, SVP product management and marketing at Google ...

Avoid HiPPOs: A hippo kills more people than any other animal. In business, hippos kill more products & ideas than anyone, A hippo is the highest paid person’s opinion. Hippos say “I think…”

Via David Knox (a blogging P&G Brand Manager!)

Fallon's Social Media Trends Presentation

Another slideshare treat. This is a trends presentation given by Aki Spicer to his colleagues at Fallon in Minneapolis over lunch the other day (which they incidentally broadcast live by video across the internet using Yahoo! Live).

His focus is on 10 trends in social media and how to take advantage of them. Here's the takeaway for those in a hurry:

Fallons_social_10


Here's the presentation. Click through to slideshare if you want to download a .pdf version or head over here to dropio.

Some Free Thinking

First up, a great presentation on the future of marketing from Paul Isakson. He concludes with the statement "modern marketing = making people's lives better":

Which reminds me, I never posted this t'riffic presentation on Insights from Matthew Milan of Critical Mass in Toronto:

And, while I'm at it, I also forgot to post Gareth Kay's splendid presentation from late last year on what makes for a good idea:

As Paul Arden said: "Give away everything you know, and more will come back to you". Start by putting your schtick on Slideshare.

A tribute to Paul Rand

A 4 minute short film celebrating the work of the graphic designer Paul Rand (most famous for the IBM, abc and Enron logos). The film was created for his posthumous induction to the One Club Hall of Fame last year.


Michael Pollan's "radical common sense" on food

MichaelpollanMichael Pollan, the man who so eloquently outlined the problems of nutritionism in his last book The Omnivore's Dilemma, is currently in London promoting his new bestseller In Defence of Food.

He appeared on the Radio 4 Food Programme yesterday. For those who fancy a listen, the programme is available on the wonderful iPlayer for those in the UK.

On the programme, Radio 4's Sheila Dillon summarised the primary contention of Pollan's new book as follows:

"We used to know how to eat well but now that knowledge, passed down through the generations, has been lost in a welter of confusion and complexity created by nutritional scientists, the food industry and journalists. Pollan rejects the quasi-religious idea of a diet based on nutrients: fats, vitamins, salts, sugars which puts the emphasis on the constituents of foods rather than the foods themselves."

Pollan's critique of the dominant food ideology of nutritionism rests understanding the four main principles of nutritionism itself:

  1. Nutritionists uphold that the nutrient is the most important unit in understanding food - that food is essentially the sum of its nutrient parts - nutrients are those chemicals that we have determined to be active and important to our health
  2. Since those nutrients are invisible, only experts (scientists) can see and experience nutrients using microscopes and for that reason nutrients require an 'expert class' to tell you what to eat - you can't navigate nutrients on your own you need scientists to tell you what to eat and government guidelines -- "you need a priesthood in effect to help you through this unseen mystery of the nutrients".
  3. Like many ideologies nutrititionism divides the world into good and evil, in the case of nutrients there is always one satanic nutrient we are trying to drive from the food system -- once it was saturated fat, now it is transfats, and who knows what will be next. On the other side - to have good to go with your evil - there is the myth of the blessed nutrient, which as long as you get enough of it will help you to live forever. That's currently Omega 3 fatty acid but for a long time it was fibre. These roles of good and evil are consistently there but we constantly change which chemicals are good and bad for us.
  4. Nutritionists believe that the value of eating is health - in their eyes food is either medicine or poison. However, it is important to acknowledge that we have eaten for many other reasons historically -- for a sense of community, to express our identity and also for pleasure -- and therefore that food is culturally experienced.

Pollan, who reminds us that he is a journalist rather than a scientist, notes that it is this cultural experience that has changed the most as the result of nutritionism:

"People made good decisions about diet and took care of their health long before the government or nutrition science. Back then we had cultural wisdom -- people passing knowledge on from generation to generation."

To quote a passage from his book that takes this point further:

"For most of human history, we have navigated the question of what to eat without expert advice. To guide us we had, instead, culture, which - at least when it comes to food - is really just a fancy word for your mother. What to eat, how much of it to eat, what order in which to eat it, with what and when and with whom was a set of questions long settled and passed down from parents to children without a lot of controversy or fuss.

But over the past several decades, mum lost much of her authority over the dinner menu, ceding it to scientists and food marketers and, to a lesser extent, the government, with its ever-shifting dietary guidelines and food-labelling rules. Think about it: most of us no longer eat what our mothers ate as children or, for that matter, what our mothers fed us as children."

In the Radio 4 interview, Sheila Dillon then did what only the BBC can and pulled out a fantastic archive interview with Danish sociologist Soren Askagaard from a conference on functional foods from 11 years ago who said:

"We have been using a scientific approach to diet and nutrition and food for a long time but in spite of its obvious relevance, this approach totally neglects culture and much of what has happened to our food and our food intake is due to cultural factors. We must seek cultural solutions to cultural problems. Our everyday food intake is not a scientific problem, it's a cultural problem."

Pollan praised the UK Schools Secretary Ed Ball's recent initiative to encourage kids to cook in schools as one way of providing a cultural answer and "reacquainting people with the raw ingredients of food".

Michael Pollen is, of course, famed for his somewhat prosaic "radical common sense" approach to simply going back to eating real food, noting that the problem these days is distinguishing real food from all the "edible-food-like-substances" that have crept into the supermarket whilst also ensuring that we respect the cultural norms that surround food as much as the food itself. He also suggests that we:

  • don't eat too much
  • stick mostly to plants
  • don’t eat anything your great-great-grandmother wouldn’t recognize as food
  • eat things from the outside of the supermarket not the middle
  • don't eat anything that flouts its health claims
  • don't buy anything that has more than 5 ingredients
  • don't eat anywhere except at a table (and no, a desk is not a table)
  • eat slowly, don't wolf your food -- your body takes 20 minutes to tell your brain that you are full

Some further reading:

  1. I discussed his last book and quoted one of his articles here.
  2. All of Michael's articles for the New York Times and others are available from his site here.
  3. Pollan references this article [PDF] called "Sorry Marge" by the Australian food sociologist Dr. Gyorgy Scrinis which contains the first use of the term nutritionism and outlines the classic case of the decision made by nutritionists which led to us to eating less butter and more margarine in the name of health.
  4. Here are some links to the reviews of Pollan's new book by The Sunday Times, The Sunday Telegraph, The Guardian and The Daily Mail
  5. The Guardian has gone on to serialise two extracts from the book here and here

Brand Cheeks

Brand_cheeks_3_2

Very funny. Maybe you had to be there.

Monocle on Place Brands

Glyn

This month's Monocle contains a lengthy special on place branding including contributions from Mr Place Branding himself Simon Anholt along with Wally Olins, Mark Leonard (the ex Demos wunderkind) and a long list of eminent branding specialists from Pentagram, Interbrand etc.

One of the common themes running through all of these articles is the assertion that advertising cannot help to change the image of a place and that regions and cities should focus on fixing their 'product'.

Utter nonsense.

There will almost always be a positive story to tell. Of course you should fix the "product" but you can't afford to wait 10 years (the length of time it could take to get an infrastructure project off the ground) to tell people what is good about you.

Get out there.

The reason why a lot of advertising for place brands doesn't work is because most of it is just trite screensaver ads based on generic "brand" strategies that are developed by a committee. Just watch CNN and you'll see what I mean. For example, this is a 3 minute opus that aired on CNN about Slovenia:

Piss spot photo credit: Glyn Britton of Albion

Superbrands 2007/8 Results

The latest UK Superbrands survey is out and a supplement will be published in the Sunday Telegraph this weekend.

So, without further ado, here are the top 20 Superbrands as voted by consumers:

  1. MICROSOFT
  2. COCA-COLA
  3. GOOGLE
  4. BBC
  5. BP
  6. BRITISH AIRWAYS
  7. LEGO
  8. GUINNESS
  9. MERCEDES-BENZ
  10. CADBURY
  11. HILTON
  12. DOM PERIGNON
  13. BLACK & DECKER
  14. SHELL
  15. MOET & CHANDON
  16. NIKE
  17. SMIRNOFF
  18. KELLOGG’S
  19. STARBUCKS
  20. PARKER

Consumers are asked to give brands a score based on the following Superbrand definition - "A Superbrand has achieved the finest reputation in its field. It offers consumers significant emotional and tangible advantages over other brands, which consumers want and recognise".

This is the full Top 500 report: Top 500.pdf

Now, having reviewed the list, would anyone like to remind me again why I should care about Superbrands?

Hat tipped towards Mike T for the info.

Update: Piers was rather more unreserved in his criticism.

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