Make Your Mission Statement Actually Mean Something

A book search on Amazon.com for “mission statement” produced 29, 303 results.

Wow!  I suppose that means there’s a lot of interest in the topic – or a lot of help needed!

Cartoon: tomfishburne.com

Cartoon: tomfishburne.com

For sure, companies devote precious time and dedicate significant resources on a variety of strategic identity work, including mission statements.  Some is well-spent, others not so much.

A mission statement should be a catalyst to drive the organization forward in the same direction.  To do that, it should be: Continue reading

Coke Turns Used Soda Bottles into Fun Tools in Vietnam

What if you could turn a used soda bottle into a paint brush, pencil sharpener or water squirter?

You can.  In Vietnam.  Thanks to Coca-Cola.

The soda giant has launched a simple, yet brilliant marketing promotion that combines environmentalism with brand building.

Coca-Cola 2nd Lives marketing program in Vietnam. Photo: Ogilvy & Mather China.

Coca-Cola 2nd Lives marketing program in Vietnam. Photo: Ogilvy & Mather China.

Coke is giving away a series of 16 special caps that screw onto used soda bottles and transform them into fun and useful objects. Consumers get the caps for free upon product purchase.

The program is called 2nd Lives, and is part of Coke’s sustainability efforts. Continue reading

Customer Treats: AMC Transforms Movie-Watching Experience with Power Recliners

Our strategic objective is very straightforward: we intend to be the customer experience leader. (AMC Theatres)

As a customer, it really is fun when your expectations are completely blown away.  That’s what happened when my Dad and I went to the movies last week.

AMC Theatres Logo

Logo: AMC Theatres.

You see, the Military Capital of the American Revolution has a new, state-of-the-art movie theatre complex.  In early May, AMC Theatres completed a total transformation of its 40,000 square foot Headquarters Plaza 10 in Morristown, NJ.

Anyone who remembers the theatre under previous ownership will be pleasantly shocked. However, it seems to be mostly a secret.  More on that in a moment.

Transformation Features Power Recliner Seats

The entire complex has been given a total makeover:  new theatres, concession areas, bathrooms and lobby.  The transformative highlight is the installation of comfortable, power recliner seats, in AMC red of course.

Continue reading

Golf Ball Sized Apples Bring Easy, Healthy Snacking Innovation

Photo: Havelock North Fruit Company.

Photo: Havelock North Fruit Company.

A New Zealand company has come up with a new, innovative concept to market a product that’s thousands of years old:  the apple.

It’s a combination of agricultural technology and smart marketing.

The Havelock North Fruit Company developed the capability to grow mini apples that are just 1.5 times the size of a golf ball (via cross-breeding selected varieties).  Next came packaging inspiration that put five apples into a hand-held , transparent tube.  The concept was tied together with an attention-generating brand called  Rockit™.

Continue reading

How NOT to Engage Customers: NY Mets Strike Out with Fan Letter.

Talk about a wild pitch!  Last week’s fan letter and call-to-action produced by the New York Mets baseball team is bad marketing.

However well-intentioned it may have been, the letter is a misfired effort at fan engagement and boosting game attendance.  Note that I’m a big Mets fan, so I take no joy in writing this post.

Source: NY Mets website.

Source: NY Mets website.

________________________

There are so many missteps that I hope the marketing department was forced to implement this idea.  Let’s break it down.

Continue reading

Get Ready for Google Air Force. Strategy Makes Sense Even if Planes Don’t Fly.

Self-driving cars. Computer glasses. And now, solar-powered, jet-sized drones.

Photo: Titan Aerospace.

Photo: Titan Aerospace.

Last week, Google acquired two-year-old start-up Titan Aerospace, apparently outbidding Facebook for the company.  What the heck is Google doing?

For starters, Google’s management team hasn’t lost its marbles or fallen down the Alice in Wonderland rabbit hole.  The Titan purchase is part of a smart, sophisticated business and marketing strategy that has technology as a key enabler. Continue reading

At One Stadium, Rookie Zevia Pushes Pepsi From Starting Lineup

It’s fun to watch the marketing underdog in action.

Starting this season, the Oakland Athletics will sell the first-ever naturally sweetened, zero calorie soda in Major League Baseball.  That’s because California-based Zevia Zero Calorie Soda is now the team’s official soda sponsor.

Photo: Zevia.

Photo: Zevia.

It’s quite the accomplishment for underdog Zevia, which produced $60 million in 2013 sales.  Pepsi held the soda sponsorship in previous years, and will still be available at the stadium, though.

The Zero Calorie Soda of the Oakland Athletics partnership includes: Continue reading