State of the Brand

Author: Jason Voiovich Ecra Creative Group

Key Points: 1. A single print and broadcast ad from the World Wildlife Federation comparing the 9/11 terror attacks to the 2005 Tsunami death toll crosses the line. 2. But it is not that the ad shocks us - that’s not the point - the ad flies in the face of the mission of the organization, and undermines its reputation. 3. Corporate sponsorship, partnerships, and individual membership will likely suffer in the US, perhaps with irreversible damage.

I don’t have a problem with shock advertising.

I really don’t.

In some instances, violently abrupt advertising can help shake us out of our complacency and drive attention (and ideally, action) toward a worthy cause.

But it is so easy to get it wrong. The follow ad from the World Wildlife Federation is a case in point.

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Author: Jason Voiovich Ecra Creative Group

Key Points: 1. The pork industry feels the use of the word “swine” flu to describe this latest outbreak will hurt consumption. 2. In addition to short-term market data, they cite other examples of virus-induced hysteria. 3. All that said, long-term data for public health shocks in the poultry, tomato, and spinach markets (and even the last swine flu in 1976) show little impact.

Hog farmers were hog-raving mad.

Scientists just did what scientists do: In the midst of a cacophony of technical language most journalists wouldn’t understand, they mentioned the words “swine flu” to describe this latest swine virus that was able to mutate - just enough - to infect humans. Admittedly, the term “swine flu” is a bit inaccurate, but it’s catchier than H1N1, for sure.

Guess what name stuck? (more…)

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Author: Jason Voiovich Ecra Creative Group

Key Points: 1. Increased violence along the U.S./Mexico border has led the U.S. State Department to issue a travel advisory. 2. The warning has spooked some parents, but many younger spring break travelers are taking it all in stride. For now. 3. This issue has the potential to damage the image of Mexico as a tourist destination; they should act now to inoculate the issue.

Ordinarily, spring break preparation does not include a warning from the U.S. State Department.

But this year is different. With violence on the rise in Mexico - especially along the U.S./Mexico border - the State Department issued a travel advisory notice to American citizens. And the timing (just before the surging ’spring break’ travel season) undoubtedly was intentional.

The notice opens in the standard perfunctory way: For most people in most circumstances, travel in and about Mexico is safe. However, the text quickly takes an abrupt and ominous turn. One of the more parent-spooking phrases reads, “Mexican and foreign bystanders have been injured or killed in violent attacks in cities across the country, demonstrating the heightened risk of violence in public places. In recent years, dozens of U.S. citizens have been kidnapped across Mexico. Many of these cases remain unresolved.” (more…)

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Author: Jason Voiovich Ecra Creative Group

Key Points: 1. Beg bug infestations are on the rise in hotels in the United States. And not just the cheap dives. 2. For chain hotels, the problem is particularly troublesome: Strong brand association spreads bad news fast. 3. The industry should stay quiet - for now - but begin an aggressive strategy to address the problem before it gets worse.

Just a warning: The following story may give you the creeps.

Last month, I traveled to Los Angeles to attend a conference at one of the local Universities. After a long flight, and dinner with a friend, I drove from West Hollywood to Claremont (in surprisingly heavy traffic for 1:30 a.m.). Yes, that meant I checked in at 3:30 a.m. “Jason time”. Needless to say, I was very tired.

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