»  Communications NC

Command X: Season 2 is a graphic design reality show featuring seven up-and-coming designers who step into the spotlight and have the chance to break into the industry in front of 2,000 peers, heroes and potential employers during "Make/Think" the 2009 AIGA Design Conference. Throughout the conference, contestants will take on a series of design challenges to complete and present on the main stage within 24 hours. Although no one from the Charlotte advertising or design community was featured in Season 1, a designer from a North Carolina ad agency in Raleigh did compete and was a runner up. Way to go, Matt!

 

This year, seven lucky participants will show off their talent before the world's best designers. Each will receive a complimentary registration to the conference—although they’ll be hard at work on their next design challenge most of the time! The winner of “Command X: Season 2” will receive $1,000, design software and iPhone and best of all Glory.

What do you call it when advertising agencies come together . . . to advertise themselves? How about Minneapolis.

 

Local agencies up in the frosty Gopher State are setting aside their usual rivalries to join forces for the promotion of the state’s biggest city, Minneapolis, as a place for anyone in advertising to work and live. The centerpiece of the effort — to be called MinneADpolis, the City of Advertising — is a website scheduled to start this week. Take a look here

 

The site will include samples of campaigns produced by Minneapolis agencies, video clips of employees discussing why they like the market, information on events and careers and even a virtual tour of the town that can be taken with personalized avatars called advatars, which can be dressed in skinny jeans, flannel shirts and other signature outfits of the creative class.

 

This an interesting idea for Charlotte ad agencies and branding firms to consider. How can we do a better job of letting the rest of the Southeast (and the country) know about the local creative talent we have right here in the Queen City engaged in marketing in Charlotte.

 

We’re not telling our fellow Charlotte advertising agencies anything they don’t already know, but trade magazine, Chief Executive, has confirmed the fact that companies of all sizes and in all industries continue to stream into North Carolina. This is good news for creative Charlotte and branding Charlotte.
 
According to the publication, North Carolina is the second-best state in which to conduct business.

The magazine evaluates states on natural resources, regulation, tax policies, quality of living, education and infrastructure, among others. North Carolina ranked No. 3 last year. The state’s best asset is its work force, the magazine says. Chief Executive ranked North Carolina’s work force as third-best in the country.

Other areas of strength included access to capital (No. 10), business friendliness (No. 10), transportation (No. 15) and technology and innovation (No. 18). Texas maintained its ranking of first on the list, which was based on surveys of more than 500 chief executives. The magazine says states that perform well in the rankings tend to have lower taxes and little unionization.

California and New York were ranked the worst and the second worst, respectively. 

Remember the mythology stories you learned back in school (Zeus and his thunderbolts or King Arthur and his sword)? Myths are narratives about divine or heroic beings, arranged in a coherent system, passed down traditionally, and linked to the spiritual or religious life of a community. In earlier cultures, myths allowed us to project ourselves into these compelling, exciting stories and to imagine interactions that never took place.

While the clumsy machinations of the Greek gods may today read like a bad soap opera, our need for and ability to create new myths help companies sell products and build brand loyalty throughout the marketplace. There’s clearly a Google mythology. And a Starbucks one as well.

For some reason, we feel differently about brands like these than we do about, say, Seattle Roasting Company or Altavista.

Here at birdsong gregory, our Charlotte NC ad agency occasionally has the opportunity to help a client create a new brand (or reinvent an existing one), and we think about the process in terms of creating a new brand myth. To accomplish that, we make sure there is a compelling, rich story, not just a product or a pile of facts. We aim for a story that promises (and delivers) a heroic outcome. And there needs to be growth and mystery as well, so the user can fill in her own blanks. Because at the end of the day, whether we’re working on marketing communications, logo design, or foundational brand development for one of Charlotte area clients, we aspire to create something that will truly connect with the intended audience.

Remember people use a Dell, but they are an Apple.

How much would you pay for a Facebook fan? That’s a relevant question if you’re considering a potential Facebook fan page acquisition opportunity. Not many local companies are using Facebook to communicate with customers and build a stronger online brand  – yet – but here at birdsong gregory, our Charlotte NC ad agency is helping clients make smart use of their online marketing dollars.

Orabrush, a tongue cleaning product, just announced that they’ve acquired the generic “Kisses” Facebook page which has over 1.15 million fans. The page was acquired from Dominic Holland who created the page back in January. While the company won’t say the exact price that the page was acquired for, fans that were acquired since the Facebook redesign are selling at a premium to old fans. Orabrush won the page in a bidding war against Hershey’s who is well known for their “Kisses” product. Facebook has not discussed the terms surrounding the sale of Facebook pages but the companies who bid for the page clearly were confident in the ability to retain the Kisses page.

There is no clear policy on generic Facebook pages but many large brands have been complaining about the challenge of building a branded page when there are extremely successful generic pages. One alternative is to acquire the generic versions but that will clearly spark a land grab (which has already begun).

To learn more about how our Charlotte advertising and marketing agency can help you create a measurable, unified online brand that drives fans – and revenue, please visit birdsong gregory or contact Jim Cusson at 704-332-2299.

There’s no question that “Mommy Bloggers” are an interesting demographic, and recent statistics show there are more than 36 million of them online. Because having children means you have to go shopping (for clothes, toys, car seats, etc.), these online Moms definitely wield influence in purchasing power – which is why many companies (and Charlotte advertising agencies) think this community is particularly open to a word-of-mouth campaign.

A few key facts about Mommy Bloggers:

• Of the 36.2 million women actively participating in the blogosphere (either as publishers or readers), 46% – or just over 16.5 million – have children at home.
• 67% of Moms online look for help making a purchasing decision.
• Overall, full-time working Moms use technology at the highest rates.
• The mobile phone is the technology used most often by Moms to communicate with their kids, and 80% say it is the direct line to their child and babysitter.

But at birdsong gregory, a Charlotte branding and marketing agency, we think the notion of a homogenous Mommy (or Daddy) blogger block is a little shortsighted. In fact, Moms online are just as diverse as the rest of us. And while it’s tempting to think these mouse-clicking Mommas do things in lock-step, there are many different niches and interests the well-aimed marketing efforts of a Charlotte company can explore. Lifestyle, safety, green, frugality, parenting, sports and family issues are just a small set of the segments you can speak directly via online marketing channels. And aside from the blogs, the above chart breaks down the top 10 activities of Moms online.

Looking at the points of transaction, it opens up an opportunity for conversation and engagement with Moms on other sites and platforms as it relates to those activities. To learn more about the branding, marketing, advertising, and design services our agency offers, please visit birdsong gregory online, call me at 704-332-2299, or stop by the next time you’re in downtown Charlotte, NC.

At least one of us, anyway. As president of the Charlotte chapter of AIGA, the professional association for design, I’m excited to visit über-hip Portland and learn what designers from across the nation have been working on within their own local Chapters. The retreat is an opportunity for the organization’s leaders to meet together, compare notes, and discuss the future. This year’s leadership retreat is particularly important, as we will be discussing the findings from a six-month process of ascertaining what board members, chapter leaders and members believe is the appropriate course for AIGA as we approach the organization’s centennial in 2014.

Called “Sea Change,” the 2009 retreat will be held June 4–6 in downtown Portland, Oregon. I will be one of five members representing the Charlotte graphic design community. There will also be some folks from Raleigh advertising agencies there representing our neighboring Raleigh Chapter. I’ll take plenty of pictures, sample the craftmade beers for which Portland is famous, and be sure to report back on what trends are developing for AIGA and the future of brand and identity design.

It’s hard to work in marketing in Charlotte and not be a NASCAR fan. This fun, fast, ubiquitous sport is a major tourist draw and revenue generator for legions of businesses here in the Piedmont. It’s also a source of inspiration to more than one North Carolina ad agency.

On that note, Jeff Burton, who drives the #31 Caterpillar Impala SS car, met with members of the media at Lowe’s Motor Speedway and discussed this weekend’s race, the Carl Long penalties, how racing 600 miles at Lowe’s Motor Speedway has changed over the years and more.

On the eve of the 50th anniversary of the Coca-Cola 600, here’s a bit of what he had to say:

“Well, certainly last week was not a good weekend for us. We didn’t run very well and ended up breaking an engine. I feel like we learned an awful lot. We used it kind of as a test and tried some stuff that didn’t work out very well so we’ll come back and try again. I feel pretty good about what we’re coming in here with. It’s a pretty cool race. Fiftieth anniversaries are always cool and the trophy is quite spectacular. It certainly would be cool to win it.

To celebrate 25 years, Hinkel, Inc, a leading North Carolina manufacturer and installer of commercial light control and privacy solutions (i.e. blinds and curtains), asked birdsong gregory to created a comprehensive, unified brand platform across every client touchpoint. From a redesigned website to fleet graphics, trade show booth materials, marketing collateral, and advertising, our agency provided this fast-growing company with all the tools they need to differentiate themselves from the competition and grow their market share. The fine folks at Hinkel, Inc. loved the work we came up with, as did the judges at the prestigious Neenah Paper Design contest, of which birdsong gregory was a winner.

To learn more about the branding, marketing, advertising, and design services our agency offers, please visit birdsong gregory online, contact Jim Cusson at 704-332-2299, or stop by the next time you’re in downtown Charlotte.

The U.S. Department of Commerce reported that retail sales dropped 0.4 percent in April, compared with the previous month. The decline was a little more than expected, but less than the revised March drop of 1.3 percent. The recent two months of decline followed unexpected increases in consumer spending in January and February.  What does this mean for companies here in Charlotte? And what does this mean Charlotte ad agencies. 

Retail Forward, a Columbus, Ohio-based consultancy, posited that there's been a change in the way shoppers shop, women in particular, at least for now. According to a recent survey by the company, eight of 10 women have changed the way they shop for clothing, accessories and shoes. Respondents said they are both cutting the amount they buy, and "trading down" in terms of brands. 

On the other hand, two-thirds of those women surveyed -- it was a group of women in about 4,000 households nationally -- expected that retail penny-pinching strategies not to be permanent. However, the length and depth of the recession, which is still an open question, could conceivably move more shoppers into a more permanent budget mentality. This year's response to job-loss nervousness and cut credit lines could echo down the years. 

So if your company's sales are down and you're  looking for way to reverse this trend and boost retail sales, now is a good time to reexamine the relevance of your brand and marketing strategy given the prevailing consumer sentiments of value, frugality, and restraint. 

To learn more about the online and offline branding, marketing, and advertising services our agency offers, please visit the birdsong gregory website, contact Jim Cusson at 704-332-2299, or stop by the next time you’re in downtown Charlotte, North Carolina.

Here at birdsong gregory, our Charlotte branding and advertising agency always counsels clients about the effective use of social media marketing, and we recommend they first speak to their target audience and figure out what messaging (and channel) would appeal to them.

I’m not sure if the manufacturer of Motrin followed our marketing advice, but judging by the enormous backlash the company faced in the fall of 2008 over it’s new Motrin “Mom-Alogue” video, I suspect they didn’t speak to a single mother (at least, they didn’t speak to any that use Twitter and baby slings). Creative Charlotte please take note.

Within hours of pushing this video out into the global social media stream, indignant "Momma Bloggers" began to punish the Motrin brand with vituperative tweats. Apparently, women still enjoy carrying their babies monkey-style, and resented Motrin's implication that offspring was a painful burden to bear.

What can the rest of us learn from this? Never assume you know your target audience. Never assume that just because you’ve created something “viral” that the sentiment will always be positive. And, always build your social media campaign with some input from those who represent ALL your target audience. As more North Carolina advertising agencies began to offer social media marketing services, there will be the increased danger of viral content going bad . . . so please think before you publish.

Facing paper-thin profit margins on a lot of what they sell, grocery stores rely on private label brands to drive revenue and provide customers with a lower cost, same-quality alternative to big national brands. So to improve margins and raise customer perception, Food Lion, the internationally-owned grocery store company headquartered in North Carolina, asked our branding agency to create a comprehensive promotion of its new private label brands, including health and beauty. To competitively position these products above national brands in the minds of consumers, birdsong gregory developed more sophisticated, female friendly POS advertising campaign built around a “good for body, good for your bottom line” theme.

To learn more about the branding, marketing, advertising, and design services our agency offers, please visit birdsong gregory online, contact me at 704-332-2299, or stop by the next time you’re in downtown Charlotte.

Sometimes clients approach our agency and ask us for the full branding monty, and sometimes they have targeted goals and need a single piece of marketing or advertising. Horack Talley, one of the oldest law firms in Charlotte, wanted to let the local business community know about their new “green business” practice group. Dedicated to supporting the growing number of eco-friendly commercial real estate projects under way throughout the Carolinas, the growing practice area needed to announce its presence, and birdsong gregory got it noticed with a creative execution which touts the firm’s expertise in LEED-related matters which ran in the Charlotte and North Carolina publications.

To learn more about the branding, marketing, advertising, and design services our agency offers, please visit birdsong gregory online, contact me at 704-332-2299, or stop by the next time you’re in downtown Charlotte.

At any company, a brand is only as strong as the people who stand behind it, and when you’re a major grocery store chain with more than a thousand locations, brand elements can quickly become diluted and weak unless the “brand DNA” is protected and shared. To prevent that, Food Lion, the grocery store company headquartered in North Carolina, asked birdsong gregory to design a new brand manual that was intuitive, informative, easy-to-update, and would ensure that all subsequent Food Lion marketing and advertising stayed within the guidelines we set forth. Our agency has worked with Food Lion for years, and this was a great opportunity to help them become better stewards of their company’s look and feel.

To learn more about the branding, marketing, advertising, and design services our agency offers, please visit birdsong gregory online, contact me at 704-332-2299, or stop by the next time you’re in downtown Charlotte.

You always hear about NASCAR’s legions of female fans and all the clever cross-promotional ideas and licensed products, but a recent Sports Illustrated article pulled it all together for me.

According to a pair of recent surveys, of NASCAR’s 75 million fans 40 percent are women. For every two new NASCAR fans, one of them is a woman. Women will spend $250 million on NASCAR-licensed products this year, and 68 percent of those women say they’re only going to become bigger NASCAR fans. And according to Nielsen, women are more likely to flip over to a NASCAR race than any sport outside of football.

Because I’m not in the NASCAR fan base myself, willing to buy $200+ shoes with logos and pink track apparel, I am all the more fascinated. What is NASCAR’s key to such incredible success with women?

Here’s an answer that may shock many of us working at Charlotte advertising agencies. They didn’t try.

The brand has not done backflips to find “women’s” angles. Rather, they have just delivered on their 50-year promise: viewing excitement and a growing and passionate community of like-minded people, with celebrity drivers who don’t stray too far from the fan base.

There’s a particular profile of men who become avid racing fans, and they are at the center of the NASCAR market (of course). Their enthusiasm is infectious. Their closest male and female friends/loved ones start to wonder... “hmmm, I’d like some of that in my life – let me check this out.”

Those people then start to watch it on television and maybe attend a race or two in-person. What they find is that NASCAR is (in theory) more than greenhouse-gas spewing cars going around a track in the hot sun. Apparently, it is a lifestyle with hundreds of thousands of people who love, follow, and enjoy talking about the sport - making it a central part of their lives.

Infectious enthusiasm is the name of this game.

The lesson for North Carolina advertising agencies? Don’t worry about marketing to women as a separate effort. Instead, build up a client’s brand among its passionate core and let the enthusiastic fan base sell the experience for you. When pink t-shirts and stiletto heels with logos develop “organically” – they are meant to be.

To learn more about the online and offline branding, marketing, and advertising services our agency offers, please visit the birdsong gregory website, contact Jim Cusson at 704-332-2299, or stop by the next time you’re in downtown Charlotte.

After the recent purchase of Alltel’s 13.2 million customers, Verizon decided it was the perfect time to radically redesign into their dated brand. Designers for the new identity remarked, “From the start we were keen to reposition Verizon and help it adapt for 21st century communications. Its old look still looked like first generation telecoms, didn’t match with Verizon’s future ambitions and lacked a distinctive tone of voice.” After being publicly mocked for saying no to Steve Job’s and Apple’s iPhone Verizon hopes to create new energy with their new identity and “Very” campaign set to launch in July. Although most of us at birdsong gregory, a marketing, branding, and advertising agency in Charlotte, NC, are avid iPhone users, we give kudos to Verizon for a Very cool new look. Read more here.

We’re not telling our fellow Charlotte advertising agencies anything they don’t already know, but trade magazine, Chief Executive, has confirmed the fact that companies of all sizes and in all industries continue to stream into North Carolina. This is good news for creative Charlotte and branding Charlotte.
 
According to the publication, North Carolina is the second-best state in which to conduct business.

The magazine evaluates states on natural resources, regulation, tax policies, quality of living, education and infrastructure, among others. North Carolina ranked No. 3 last year. The state’s best asset is its work force, the magazine says. Chief Executive ranked North Carolina’s work force as third-best in the country.

Other areas of strength included access to capital (No. 10), business friendliness (No. 10), transportation (No. 15) and technology and innovation (No. 18). Texas maintained its ranking of first on the list, which was based on surveys of more than 500 chief executives. The magazine says states that perform well in the rankings tend to have lower taxes and little unionization.

California and New York were ranked the worst and the second worst, respectively.

Whether you’re marketing, branding, or advertising in Charlotte, NC or Dongguan, China, it’s important that you protect your company’s distinctive brand elements like a logo or a tagline.

A trademark is any phrase or symbol that functions as a brand, that is, it tells the public that there is a particular source or manufacturer for products or services (e.g., “Mattel” is a trademark for the toy company; the Apple logo is a trademark for the computer company). The scope of what can be a trademark is very broad — words, images, sounds and colors can all function as trademarks. Even packaging and promotional concepts for products or services can be protected as “trade dress,” which is another form of trademark rights (e.g., Apple’s iPod ads).

So North Carolina advertising agencies take note, trademarks must be distinctive, which means consumers recognize the mark as a designation of source, rather than just a phrase or decoration. Unfortunately, what makes a mark “strong” from a legal standpoint may be the opposite of what Charlotte graphic designers and their clients might think of as a strong mark. Under trademark law, marks that describe or suggest some feature of the goods or services are “weak.” For example, “Apple” would be a weak mark for a bakery that sells apple pies. Other food businesses would be able to use Apple marks without infringing the bakery’s trademark rights.

The strongest trademarks are made-up marks, or words or images that don’t suggest the goods or services. Xerox is a classic example of a made-up mark. Apple and the Apple logo for computers are also strong marks.