Author Archives: Tom Watson
Hundreds of steps at the housewares show lead to five observations
SodaStream’s celebrity spokesperson Jillian Michaels promotes the green benefits” of consumers making their soda.
Billing itself as the “world’s largest home & housewares show,” the 2012 International Home + Housewares Show is indeed big—with more than 2,100 exhibitors, and 60,000 attendees from all over the globe wandering through 765,000 square feet of exhibits in Chicago’s cavernous McCormick Place Convention Center. This trade show is known for debuting dramatic innovation in home products, such as the Black & Decker Dustbuster, the George Forman Grill, and the Swiffer dry/wet mop. A number of HY Connecters, including me, attend this annual show, both on behalf of existing clients and because walking this show can be eye-opening fun. Continue Reading…
212 Branding Steps
It used to be considered a rite of passage for a newly graduated male to purchase his first pair of formal dress shoes in which to properly enter the business world. The loafers, khaki pants and blue blazer which used to stand in as your dress-up outfit were put aside and, usually with your father’s assistance, you acquired some nice cap-toe brogues or wingtip oxfords, and almost always in black. My father strongly recommended his own brand of dress shoe, Allen Edmonds. His experience with Allen Edmonds began in the War, when Allen Edmonds was traditional issue for dress uniform in the Armed Forces.
Make it simple
Just over a decade ago, the premier marketer in the U.S., Proctor & Gamble, created a new mantra for their product portfolio strategy: “Make It Simple.” At the time, P & G President and CEO, Durk Jager questioned whether the world really needed 52 versions of Crest toothpaste or 31 varieties of Head & Shoulders shampoo. The incredible proliferation of product shapes, sizes, packages and formulas not only confused consumers, but the product line complexity cost P & G money as well. Although P & G’s simplification program focused primarily on reducing their bloated product lines, the “Make It Simple,” charge could be adopted by all consumer brands throughout their marketing approach—from the actual product and the consumer promise to the packaging and advertising. As Durk Jager stated, “It’s mind-boggling how difficult we’ve made it for consumers over the years.”