September 28, 2012

Don't mess with your brand: Goldenberg's Peanut Chew

The original packaging

Then some idiot decided to do this. Sales tanked.

Now Goldenberg's is almost back to its original.

One would think that as business professionals we learn from others mistakes, gain experience, get better, and avoid certain traps. Yet a story like the one of Goldenberg's Peanut Chews is only one in a long chain of fundamental fuck-ups in corporate America, where some moron decides to go against the fundamentals of marketing knowledge.

Remember the packaging redesign disaster around Tropicana Orange Juice? Or the GAP New Logo mess? Or the classic Coke / New Coke mess? Well, here is another one. Thank God someone at Goldberg's Peanut Chewing headquarter put an end to it, did some research and reverted back to where the brand was before, most importantly put the 'Goldenberg's' name back on the packaging that tells people that this is what they're looking for.

Lesson learned: Don't mess with your brand. If you're the CEO: don't let some self-proclaimed marketing specialist just go ahead and change the packaging. If you're the Marketing Manager: Don't let some agency honcho talk you into a need for a redesign - they are an agency and want you to give them money so they can keep designing. In a nutshell: All the people who were responsible for this almost disaster should have gotten fired. They have no business being in their business. End of story.

Read the whole story at
After Failed Identity Change, Peanut Chews Reclaims Its Goldenberg’s Roots

September 27, 2012

All-time Classic: Audi's 'Vorsprung durch Technik' Ad Slogan

This ad slogan is now more than 40 years old, and it is one of my favorites. Created in 1971 by the iconic Sir John Hegarty, it clearly belongs in the Advertising Hall of Fame of the Top 10 Car Ad Slogans of all times (along with GMC's 'We are Professional Grade'). How did it come about? Read the story by UK's The Guardian here:

Vorsprung durch Technik – ad slogan that changed how we saw Germany

September 26, 2012

Bad Product Naming: 'Fungus Among Us'

Some things are just too good to be true. Like the above brand discovered on a recent trip to the local Gristedes Grocery store chain here in New York. It's pretty clear that what they are selling are mushrooms of various sorts, but calling it 'Fungus'? Just for the sake of having a funny sounding brand name? Who calls their brand 'Fungus Among Us'? Seriously? Last thing I remember that lived in the perceived world of above mentioned brand name was my house guest's miniature spray bottle to cure some kind of 'fungal infection'. Pretty damn sure as hell that I will not touch anything named 'Fungus'. Here a picture of his cure:


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