For those of you who anxiously await the arrival of our latest blog posts, we apologize for the delay. Unfortunately, Mr. Gustav and Mr. Ike decided to stop by for an unexpected visit, and things got a little messy here on the Gulf Coast Highway. So, in honor of recent events I thought it would be a good idea to take a break from our normally scheduled program of brand insight to talk about our recent adventures.
Fortunately, and I mean very fortunately, our immediate area of Lafayette was spared from annihilation from Gustav. Side note: Was it just me, or did the guys on the Weather Channel seem disappointed, if not completely annoyed that the storm wasn’t bigger? Other areas further south though did not fare as well and are still in the process of recovering. Ike was kind enough to only pass through on its way to Texas, but the havoc it left there will be felt for many years to come.
The good news during these events was that our Government seemed to have learned from mistakes of the past, managing to evacuate all those in harms way.
It has been two weeks since Gustav hit, and other than the stacks of fallen debris from the trees that line our streets, everything for the most part is back to normal. Kids are back in school, businesses are re-opened, and life has regained its step. I hope Texas finds the same normalcy in the days to come.
While this article has little to do with branding, there is one particular note of interest that warrants mentioning. It has to do with a local DJ here that I feel embodies the very best of branding. His on air name is Fast Eddie, and he normally works the morning shift at KQIS here in Lafayette – but during the hurricane, Fast was transformed into a lifeline for thousands of people who were either displaced or hunkered down as they rode out the storm. I say transformed because he went from a fun morning jock, to a calm and reassuring voice of information – delivering updates for what seemed like days on end with no break. He didn’t deliver this information as a professional newsman, but moreover, as a trusted friend – who understood the fear, anxiety and frustrations of his listeners. It was honest, real and refreshing, and while it was obviously not his intended goal – I feel he did more for his brand and brand of the station than any arbitron rating ever will.
This is not to say that all “regional” media coverage wasn’t on the spot, they were. But for a locally owned station that promises to be a community partner – this was an ideal example of how they showed up when it mattered most. You can tell that during these events it was no longer just a job for Fast - it was something more.
As a proud son of Louisiana, this was unfortunately not my first dance with a hurricane, and I am certain it will not be my last. It is an undeniable truth that we must contend with here on the Gulf Coast, just as on the West Coast they deal with earthquakes and fires, and in the Mid West, random snowstorms and tornadoes that seem to drop from the sky.
Michael Russo
Creative Director
The Russo Group
The Olympics, Awards and Basketball
The advertising industry is based on golden moments – golden moments and awards. There are more awards programs for advertising than any other industry (movies are trying to catch up but we still have them beat). Some of our biggest golden moments though aren’t always on stage, accepting an award from our peers. Yes, at times, we triumph as an industry by producing work that actually affects American culture, while helping our clients succeed. These great moments of recognition used to occur in living rooms on a regular basis, but today, they only seem to come during a great event, such as the Super Bowl, the Oscars, or even the Olympics.
Thanks to DVR technology, I have been able to catch pretty much every Olympic event, along with many of the commercials that seemed to air each time Michael Phelps grinned at the camera. At times I was tempted to fast forward to the next Gold Medal being placed around his neck, but instead, was drawn in to one commercial after the next. Take Nike for example – beautiful graphics, combined with an inspirational music bed, reminded me of why the athletes just do it. Or Home Depot spotlighting their employees worldwide, that are competing on this most noble of battlegrounds, and Visa, featuring a fallen track runner being picked up and helped to the finish line by his father – great moments that brought a tear to my eye every time.
The spot that really caught my attention though, was again from Nike - retro footage of Marvin Gaye singing “The Star Spangled Banner” while the USA basketball team warms up on the court. The ad is fantastic. The integration of old and new footage is so well done, and the emotional connection is evident.
It almost makes me forget about the fact that these are over-paid professionals competing in an amateur competition. (Seriously, could we not have at least sent one of the final four teams from the NCAA Championship to play? Has no one thought of this?) But I digress.
The point of my ramblings here – is to ask the question of why? Why is it that only ad awards and major events bring out the best creative? Are we only able to produce great work and take chances when there is hardware on the line? I thought our job was to grab the world’s attention, regardless of the media vehicle, budget, client and audience size.
Instead we are left with mind numbing commercials and advertisements that continually water down our industry and our profession.
In the end, not everyone will have the Olympics and Super Bowl to feature their brands – or the budget that goes with them – but that does not mean we can’t strive to make the same emotional impact on the consumers we are trying to reach. That doesn’t mean it has to be funny or make you want to cry. It does mean though that some thought should be put into how ads are created, executed and delivered to the public, regardless of if they are Nike or Bob’s Plumbing on 4th street. As an advertising professional I require it of myself, and as a consumer – I demand it from those who seek my attention.
Jaci Russo
Sr. Partner – The Russo Group
Thanks to DVR technology, I have been able to catch pretty much every Olympic event, along with many of the commercials that seemed to air each time Michael Phelps grinned at the camera. At times I was tempted to fast forward to the next Gold Medal being placed around his neck, but instead, was drawn in to one commercial after the next. Take Nike for example – beautiful graphics, combined with an inspirational music bed, reminded me of why the athletes just do it. Or Home Depot spotlighting their employees worldwide, that are competing on this most noble of battlegrounds, and Visa, featuring a fallen track runner being picked up and helped to the finish line by his father – great moments that brought a tear to my eye every time.
The spot that really caught my attention though, was again from Nike - retro footage of Marvin Gaye singing “The Star Spangled Banner” while the USA basketball team warms up on the court. The ad is fantastic. The integration of old and new footage is so well done, and the emotional connection is evident.
It almost makes me forget about the fact that these are over-paid professionals competing in an amateur competition. (Seriously, could we not have at least sent one of the final four teams from the NCAA Championship to play? Has no one thought of this?) But I digress.
The point of my ramblings here – is to ask the question of why? Why is it that only ad awards and major events bring out the best creative? Are we only able to produce great work and take chances when there is hardware on the line? I thought our job was to grab the world’s attention, regardless of the media vehicle, budget, client and audience size.
Instead we are left with mind numbing commercials and advertisements that continually water down our industry and our profession.
In the end, not everyone will have the Olympics and Super Bowl to feature their brands – or the budget that goes with them – but that does not mean we can’t strive to make the same emotional impact on the consumers we are trying to reach. That doesn’t mean it has to be funny or make you want to cry. It does mean though that some thought should be put into how ads are created, executed and delivered to the public, regardless of if they are Nike or Bob’s Plumbing on 4th street. As an advertising professional I require it of myself, and as a consumer – I demand it from those who seek my attention.
Jaci Russo
Sr. Partner – The Russo Group
Theme Song
Have you ever thought of what your theme song would be? You know, your own personal soundtrack as you moved through life. Perhaps in sad times it would be something dark and reflective, or for more joyous occasions, something edgier and uplifting.
Now, think about how awesome it would be to have the power to simply flip the channel at any given moment, effectively changing your mood as easily as changing a song on your iPod. The truth is, music possesses the power to do just that. It can affect how we feel and act by connecting with us on an emotional level – in many ways, just like a strong brand. I know, it sound like a stretch, but let me explain.
Our ability to connect with emotions, whether it be through a song or brand, represents our desire for things that make us feel good about ourselves, our decisions and our lives. It also motivates us to act in a certain manor. Think of George Gershwin, Jimmy Hendrix, or Bach. Each possesses a unique sound that is theirs alone – with each provoking an emotional reaction from within. Whether you are fan or not, simply hearing their music will intuitively cause an emotional response.
Now think of Coke, Nike and Apple. What mental real estate do they own within your thoughts? Chances are they are firmly established in your emotional database.
So, do you remember where you were when the music died? Will your customers remember where they were the first time they realized your brand was a recognizable, unforgettable part of their life? If not, perhaps it’s time to give some thought to what your theme song might be. And to be clear, by theme song, we are not referring to a jingle, but rather, the essence of your brand.
Stacey Boudreaux Grow
Account Executive
The Russo Group
Now, think about how awesome it would be to have the power to simply flip the channel at any given moment, effectively changing your mood as easily as changing a song on your iPod. The truth is, music possesses the power to do just that. It can affect how we feel and act by connecting with us on an emotional level – in many ways, just like a strong brand. I know, it sound like a stretch, but let me explain.
Our ability to connect with emotions, whether it be through a song or brand, represents our desire for things that make us feel good about ourselves, our decisions and our lives. It also motivates us to act in a certain manor. Think of George Gershwin, Jimmy Hendrix, or Bach. Each possesses a unique sound that is theirs alone – with each provoking an emotional reaction from within. Whether you are fan or not, simply hearing their music will intuitively cause an emotional response.
Now think of Coke, Nike and Apple. What mental real estate do they own within your thoughts? Chances are they are firmly established in your emotional database.
So, do you remember where you were when the music died? Will your customers remember where they were the first time they realized your brand was a recognizable, unforgettable part of their life? If not, perhaps it’s time to give some thought to what your theme song might be. And to be clear, by theme song, we are not referring to a jingle, but rather, the essence of your brand.
Stacey Boudreaux Grow
Account Executive
The Russo Group
When a Good Idea Goes Bad
As I was driving home last night I looked up to see a billboard that had me wondering, did anyone truly think this was a good idea?
In order to protect the innocent, I will not give names, but in all honesty, I was shocked that this particular piece of advertising made it through both "creative" and corporate approvals to see the light of day.
Now, I could easily spend several pages describing what was wrong with this board, but there is plenty of bad advertising out there, and my ranting about it here will do little to change that. What I would like to focus on however, is the power of good advertising, and why it is important to always strive for the best.
I guess the obvious benefit of good advertising is a positive return on investment – otherwise, why do it at all? But deeper than that, a good campaign reflects on the essence of the company that it represents. It is in so many ways a direct reflection of the brand itself. Ah, that branding word again. Seems to come up a lot these days doesn't it? The problem is, I think many of the people who use it still don't have a complete understanding of what it means, or how powerful it can be when used properly.
Truth be told, the actual advertising portion of a branding campaign is one of the final pieces of the puzzle, which is why it so often ends up being the most neglected. I say neglected because it is generally the first thing businesses and agencies focus on. It's like trying to discuss global warming with a baby. Sure, it might be entertaining, but a baby is hardly prepared to speak, much less articulate thoughts on such matters. Kicking out an ad campaign without properly developing a company's brand message is pretty much the same thing.
So, until there is a brand police established to fight bad advertising, I will continue to do my part in helping those who will hear. My advice is to make sure you know yourself first, your audience second and your advertising third. Only then can you communicate the right message to the right people, with the right vehicle.
Michael Russo
Creative Director - The Russo Group
In order to protect the innocent, I will not give names, but in all honesty, I was shocked that this particular piece of advertising made it through both "creative" and corporate approvals to see the light of day.
Now, I could easily spend several pages describing what was wrong with this board, but there is plenty of bad advertising out there, and my ranting about it here will do little to change that. What I would like to focus on however, is the power of good advertising, and why it is important to always strive for the best.
I guess the obvious benefit of good advertising is a positive return on investment – otherwise, why do it at all? But deeper than that, a good campaign reflects on the essence of the company that it represents. It is in so many ways a direct reflection of the brand itself. Ah, that branding word again. Seems to come up a lot these days doesn't it? The problem is, I think many of the people who use it still don't have a complete understanding of what it means, or how powerful it can be when used properly.
Truth be told, the actual advertising portion of a branding campaign is one of the final pieces of the puzzle, which is why it so often ends up being the most neglected. I say neglected because it is generally the first thing businesses and agencies focus on. It's like trying to discuss global warming with a baby. Sure, it might be entertaining, but a baby is hardly prepared to speak, much less articulate thoughts on such matters. Kicking out an ad campaign without properly developing a company's brand message is pretty much the same thing.
So, until there is a brand police established to fight bad advertising, I will continue to do my part in helping those who will hear. My advice is to make sure you know yourself first, your audience second and your advertising third. Only then can you communicate the right message to the right people, with the right vehicle.
Michael Russo
Creative Director - The Russo Group
Staying The Course
Maintaining your brand through difficult times
(Pulled from the June 2008 Russo Group Newsletter - Revelations)
Chances are good that you’ve noticed the recent changes in our economy. Perhaps it’s the queasy feeling you got this morning as you filled up your car with gas, or maybe it’s the nightly news that works very hard to terrorize us all with forecasts of doom. Either way, we have all felt the pinch these last few months with no real end in sight. It is during these times that special attention must be paid to maintaining the integrity of your brand. Unfortunately though, most businesses forget about their commitment to building and maintaining brand equity and head directly into crisis mode.
Crisis mode generally results in discounts, sales and an attempt to attract transactional customers. While this may help to maintain the status quo, it won’t lead to long term gains. More importantly, you begin to slowly water down your message, losing the relational clients you have worked so hard for. This loss of brand loyalty is difficult if not impossible to regain once it is gone.
Think about it. Has your product or service declined in value since yesterday? No, of course not? Well then, why would you even think of not charging what your product or service is worth? Your brand is worth more than that, and it is vital that both you and your customers regard it as such. Truth be told, once you head down the road of price point marketing, you will soon find yourself chasing after a dog that will never be caught.
Strong brands understand the difference between transactional and relational consumers. Transactional consumers are going to drive to the end of the Earth, or at least the State Line, to get the lowest price (please disregard the amount of gas and time spent on this transaction). They will always make you work harder for less. Relational consumers on the other hand, will always want YOUR brand because of the promises you have made regarding quality, service, and overall awesomeness. They provide you with both loyalty and, wait for it – advocacy, the single most powerful form of advertising available. They rarely look for the best bargain, but rather, the best quality. These are the customers we all want.
If you are an avid reader of our writings here at Russo, you’ll notice that we talk about advocacy and results quite a bit. The reason? They are what we strive for with every branded touchpoint we develop. They are also unattainable as soon as you lose focus on your core promise and begin discounting the value of your product or service. Remember, your promise is your brand – and as soon as you begin slashing prices you lose credibility. So, before you run to the weekly paper and begin announcing the fire sale, think about the ramifications of those actions. Yes, there may still be difficult times ahead, but those who stay the course and remain true to their promise, will find their brand is not only intact, but stronger than ever.
Michael Russo
Creative Director
The Russo Group
(Pulled from the June 2008 Russo Group Newsletter - Revelations)
Chances are good that you’ve noticed the recent changes in our economy. Perhaps it’s the queasy feeling you got this morning as you filled up your car with gas, or maybe it’s the nightly news that works very hard to terrorize us all with forecasts of doom. Either way, we have all felt the pinch these last few months with no real end in sight. It is during these times that special attention must be paid to maintaining the integrity of your brand. Unfortunately though, most businesses forget about their commitment to building and maintaining brand equity and head directly into crisis mode.
Crisis mode generally results in discounts, sales and an attempt to attract transactional customers. While this may help to maintain the status quo, it won’t lead to long term gains. More importantly, you begin to slowly water down your message, losing the relational clients you have worked so hard for. This loss of brand loyalty is difficult if not impossible to regain once it is gone.
Think about it. Has your product or service declined in value since yesterday? No, of course not? Well then, why would you even think of not charging what your product or service is worth? Your brand is worth more than that, and it is vital that both you and your customers regard it as such. Truth be told, once you head down the road of price point marketing, you will soon find yourself chasing after a dog that will never be caught.
Strong brands understand the difference between transactional and relational consumers. Transactional consumers are going to drive to the end of the Earth, or at least the State Line, to get the lowest price (please disregard the amount of gas and time spent on this transaction). They will always make you work harder for less. Relational consumers on the other hand, will always want YOUR brand because of the promises you have made regarding quality, service, and overall awesomeness. They provide you with both loyalty and, wait for it – advocacy, the single most powerful form of advertising available. They rarely look for the best bargain, but rather, the best quality. These are the customers we all want.
If you are an avid reader of our writings here at Russo, you’ll notice that we talk about advocacy and results quite a bit. The reason? They are what we strive for with every branded touchpoint we develop. They are also unattainable as soon as you lose focus on your core promise and begin discounting the value of your product or service. Remember, your promise is your brand – and as soon as you begin slashing prices you lose credibility. So, before you run to the weekly paper and begin announcing the fire sale, think about the ramifications of those actions. Yes, there may still be difficult times ahead, but those who stay the course and remain true to their promise, will find their brand is not only intact, but stronger than ever.
Michael Russo
Creative Director
The Russo Group
Hello. I’m Brand New.
My name is Stacey. I am an account executive. I have one daughter. My husband is an artist. I love my family. I read the New Yorker weekly. I enjoy debates. I like pirate paraphernalia – I’ve had the same red bandana since a family trip to Indiana when I was 6 years young. I love to cook. I love to read. Some of my favorite fiction authors include: Hemingway, Austin, Fitzgerald, Barnes, Hornby, Parker, and Kundera. I don’t like spiders. I sing loudly in my car. I have a fierce sense of justice. I support local vendors whenever I can. I love music. I’m an indie rock girl with classical roots. Some of my favorite bands include: Mogwai, Belle and Sebastian, The Shins, Led Zeppelin, The Smiths, The Beatles, and Dirty Laundry. I like to stay busy. I like working downtown. I like traveling. I like retro clothing. I like to sew – even though I can’t do it well. I like “That’s what she said” jokes, and I’ll call out my own before you can. I’m competitive. I don’t like fluorescent lighting. I love my friends. I talk to myself when I’m concentrating. My brow often furrows when I’m absorbed in something, giving the illusion of grumpiness. I have no piercings or tattoos. Favorite movies: Roman Holiday, This is Spinal Tap, Annie, Annie Hall, Ms. Parker and the Vicious Circle, and Lost in Translation. I’m laid back about some things and severe about others. I like to work. I like to be liked, but don’t have to be. I enjoy talk radio. I have been writing a book, based on my many opinions, called “The Book of Stacey” since I was in seventh grade –It will never be finished. I’m an excellent listener. I’m a better person now than I’ve ever been.
As your new Account Executive I wanted you to have a sneak peak of exactly who I am. I understand that a lot of the details I’ve included are not necessary for a business relationship, but I’m not going to view our affiliation as pure “business, in the traditional sense of the word.” A business relationship implies formality, strict guidelines as to topics of conversation, and (worst of all) little to no enjoyment. Not here. My version of business is personal + personality + perseverance. Your wants and needs…I’m all about them. Your company’s objectives and goals…they’re mine, too! Really - I just want to understand WHY you are you. If I can do that, then customers will be able to see the same thing I do: motivated and smart business—and by business, I mean the updated version…the likeable kind. That’s what we at Russo like to call RESULTS.
I hope this little one-way, e-chat has shown you a bit about the “Stacey Brand” within The Russo Brand.
I’m looking forward to getting to know you.
Stacey Boudreaux Grow
Account Executive
The Russo Group
As your new Account Executive I wanted you to have a sneak peak of exactly who I am. I understand that a lot of the details I’ve included are not necessary for a business relationship, but I’m not going to view our affiliation as pure “business, in the traditional sense of the word.” A business relationship implies formality, strict guidelines as to topics of conversation, and (worst of all) little to no enjoyment. Not here. My version of business is personal + personality + perseverance. Your wants and needs…I’m all about them. Your company’s objectives and goals…they’re mine, too! Really - I just want to understand WHY you are you. If I can do that, then customers will be able to see the same thing I do: motivated and smart business—and by business, I mean the updated version…the likeable kind. That’s what we at Russo like to call RESULTS.
I hope this little one-way, e-chat has shown you a bit about the “Stacey Brand” within The Russo Brand.
I’m looking forward to getting to know you.
Stacey Boudreaux Grow
Account Executive
The Russo Group
To Blog or Not to Blog...
A new word has crept into the American business lexicon, inherently intimidating by the very fact that it sounds so friendly – blog.
Here’s the good news. If you’re reading this, you’ve at least a basic understanding of blogging.
Blogs are an affordable and easy way to spread news and information across the internet. Among the technologically savvy (or those aspiring to be savvy), blogs have easily become as popular as the morning paper. You’ll see high-tech geeks as well as small business owners mousing over a blog with their morning coffee instead of perusing the business section.
With blogs’ ease-of-use and setup we are seeing a new information wave distributed as easily as point and click. Blogs have even been deemed instant, universal publishing.
So, why blog? Well, if you’re the sort that loves sharing information with others, (whatever your idea of information may be) you will love blogging. In their infancy, blogs tended to be personal journals - discussions of life’s deeper questions (like the general consensus on whether Brittany will have another break down), but now we see as many business blogs as personal ones. Their white-collar authors share industry information, stock reports, how-tos, and other information that can help outsiders and insiders understand business operations better.
Blogs also place you in the driver’s seat of distributing content for the web – and content is the key these days. It positions you as an expert in your field, allows potential customers the opportunity to learn more about you, and helps proliferate your name on search engines around the globe.
Trust me on this – if you have something to say – there is someone out there who wants to hear it.
So basically, the real question isn’t why should you blog, but why haven’t you yet?
Michael Russo, Creative Director
The Russo Group
Here’s the good news. If you’re reading this, you’ve at least a basic understanding of blogging.
Blogs are an affordable and easy way to spread news and information across the internet. Among the technologically savvy (or those aspiring to be savvy), blogs have easily become as popular as the morning paper. You’ll see high-tech geeks as well as small business owners mousing over a blog with their morning coffee instead of perusing the business section.
With blogs’ ease-of-use and setup we are seeing a new information wave distributed as easily as point and click. Blogs have even been deemed instant, universal publishing.
So, why blog? Well, if you’re the sort that loves sharing information with others, (whatever your idea of information may be) you will love blogging. In their infancy, blogs tended to be personal journals - discussions of life’s deeper questions (like the general consensus on whether Brittany will have another break down), but now we see as many business blogs as personal ones. Their white-collar authors share industry information, stock reports, how-tos, and other information that can help outsiders and insiders understand business operations better.
Blogs also place you in the driver’s seat of distributing content for the web – and content is the key these days. It positions you as an expert in your field, allows potential customers the opportunity to learn more about you, and helps proliferate your name on search engines around the globe.
Trust me on this – if you have something to say – there is someone out there who wants to hear it.
So basically, the real question isn’t why should you blog, but why haven’t you yet?
Michael Russo, Creative Director
The Russo Group
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