Gatorade has been befuddling me ever since the beginning of their “What’s G” campaign.
First it was “What is G?”
Now it’s “Who is Gatorade?”
At first I thought the new campaign was meant to infuse the beverage brand with a little more urban chic, with Lil’ Wayne narrating and the implication that the Jabbawockeez are just as much athletes as are Michael Jordan and Jackie Robinson.
Then came the Monty Python ads. Weird. Amusing. About as far from “urban chic” as you can get.
A few weeks back I answered a question in the Answers section of LinkedIn. The question was “In your opinion, what should newspapers do to keep pace with the internet?” Clearly, this question has been on the minds of many for quite awhile; some respondents simply stated that it’s too late for newspapers (like my favorite cynical response, “What can the horse do to keep up with the automobile?”).
My response was off-the-cuff, but apparently well-received, as it was chosen as the Best Answer (I got a gold star!). Here it is:
Have you always wanted to create a top-notch brand identity—complete with name, logo, and tagline—but don’t have a clue how to get started? You could hire someone, but the best branding agencies will charge you thousands, sometimes hundreds of thousands of dollars!
Finally, there is a solution. With my proprietary (patent pending) 10-step RandoBrand™ process, you can build your brand entirely for free! Interested? Of course you are. Let’s get started.
“Welcome, to our viewers in the United States and around the world.” Every week, Fareed Zakaria, acclaimed author and columnist, begins his broadcast with these words. The show is Fareed Zakaria GPS, a weekly international affairs program on CNN, and the topic is public affairs with a focus on international issues (“GPS” stands for “Global Public Square”).
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