Field Notes Inside an Integrated Communications Agency

A brand with the fangs of a dragon and the sights of a Stinger Missile is back. It's one of my favorite brands of all time -- especially when its tough and unflinching. It's The News and Observer. And over the last three months, it's reminded everyone from the governor to the Joe & Jane Public just how it earned its reputation as one of the nation's best dailies. This even as it lays off staff. In fact, because of the challenges facing the N&O, its fire-breathing return to fighting form should be an inspiration to all businesses.

A newspaper -- like a lot of enterprises -- serves many audiences and often shifts its brand identity to meet different needs. The brand identity that's conspicuously roared back at the N&O isn't the USA Today-style shorts and tips. It's the investigative reporting, agitator-for-the-public-good brand that made the paper's bones under the leadership of its founders and legendary editors like Pulitzer-winner Claude Sitton. The firebrand brand, if you will.

This isn't to say the N&O ever lost that element of its character. It's just that recently the paper has become a must-read thanks to coverage of stumbles on mental health policy and other government goofs. Did you catch the phrase "must-read"? What print publication in America wouldn't kill for that description?

So what? Well, the big biz lesson here is the wisdom in tough times of identifying and seizing on your strongest value proposition, the one thing that makes you close to indispensable. The N&O is apparently betting its key value is uncovering and righting wrongs. Considering how much buzz I've heard about the paper's recent front page stories, I'd be hard pressed to disagree.

On another front, Starbucks is going through a similar process. As it closes stores, the kingdom of caffeine is re-evaluating what it does best -- is it the half-caff skinny mochas or classic rock CDs? Thousands of companies big and small across recession-wracked America face similar challenges. I'm impressed and thankful the N&O is answering the questions with an exclamation point.

(Full disclosure: I was a reporter at the N&O for two years under the aforementioned Claude Sitton and alongside some of the guys still running the paper's investigative operations. And yes, I still love them, the paper and the whole notion of daily journalism.)

It’s a sweltering Sunday afternoon at the mall. Inside The Apple Store it’s clean, cool and buzzing with hipsters that resemble that “Hi, I’m a Mac” guy. As a Mac user, I stop in occasionally to give props to Jobs and Co. for a brand well done. Sometimes I give mad props if I’m feeling like parting with money.

One of these hipsters glides past me on his cell phone. His conversation caught my ear. At first it sounded idiotic, then I realized prophetic.

“Yeah, I’m here” he says to his friend. “I’m at the iPod store.”

Wow! In a brief second, this yahoo reduced The Revolution of Zen Cool that Apple had been building to a single product.

Was this odd? Do others understand Apple’s greatness? Can you be an Apple user without being an enthusiast, or are we creative folks blinded by pretty stainless steel?

I am a die-hard Chick-fil-A fan. If you don’t believe me, come check out my little stuffed cow reminding me to “Eat Mor Chikin,” sitting on the shelf in my pod. I have so many emotional ties to this fast food franchise it’s almost pathetic. (Almost.) When my husband and I first started dating, we dined there religiously. As we got older and our metabolisms got slower, we had to cut back. But we still savor the moments when we do indulge in their delicious two-pickle chicken sandwiches and creamy “hand-spun” milkshakes. Other evidence of my obsession: I get mad at my husband if he eats there without me. A friend wanted to repay me for a favor and knew the best way to show his appreciation was with a Chick-fil-A chocolate milkshake. I could go on, but I think I’ve painted a pretty clear picture. And provided the soapbox for the following rant.

Why did I just confess my undying love for this restaurant chain? Because a certain BURGER joint is attempting to rip off Chick-fil-A’s signature sandwich, and I must speak out against this atrocity. After 50+ years of the Big Mac, the Egg McMuffin and even the McRib, McDonald’s has introduced its “Southern Style Chicken Sandwich and Biscuit.” Guess what comes on this imposter? Two pickles. Give it up Mickey D’s. No one’s going to choose your imitation over the original.

P.S. If I see a single waffle fry or “hand-spun” milkshake under the golden arches, I’ll serve you up the unhappiest meal you’ve ever tasted.

Mariah Carey just scored her eighteenth number-one single on the Hot 100. With that accomplishment she overtakes Elvis Presley for second place of most number-one songs in the rock era. Carey is now slightly behind the Beatles who have twenty number-one singles.

Mind you Elvis died at 42 and the Beatles broke up at ages 27-30. Mariah at age 38 still has plenty of time in her career to completely ruin music as we know it. Okay, I’m not a fan but I respect her.

Mariah is technically a great vocalist. It takes super human talent to imitate a car alarm, but come on! The Beatles and Elvis Presley changed music forever. I wonder how they would be marketed if they were still around today?

Today, entertainers are all about the total brand package. Music is merely the soundtrack to the clothing, perfume, book, movie and sponsorship deals. A super successful franchise like Mariah Carey employs a team of publicists, marketers, agents and managers to keep her star twinkling bright even without…(ahem)…Glitter.

Makes me think Col. Parker was way ahead of his time.

I would like to take a moment to applaud Ramada Inn. As I cruise through the jumble that is our visual landscape, I often pause and take a relaxed, almost therapeutic, breath when I come across a billboard or ad showing Ramada Inn's new identity. They have made a leap away from the clunky, screaming logos of other comparable hotels.

Apparently, this new identity is a part of a huge branding effort made in order to upgrade their image. It is nice when a company's brand translates the message to its visual counterpart with such fluidity and grace. I think it nice for us to keep examples like these fresh in our minds when we approach new client work.  

So, what is Days Inn trying to say with their new logo? I see butter packaging. I'm not sure if that was their goal. I read on the Wydham Worldwide site that their idea was to translate the company pledge "A promise as sure as the sun" into their new branding. Promise? Wait a second. That's a kind of butter. Slippery, greasy, artery clogging butter. Seriously, what is their deal with butter?

I suppose my interpretation does not coincide with Days Inn's intent, but I will say that I personally feel that Ramada wins this rebranding round. Good job, Ramada.

I’m just back from Memphis Tennessee, home to three pioneers, Elvis, Sun Studios and Piggly Wiggly. I love Piggly Wiggly. The stores are long past their heyday but their lasting impression still thrives.

Founded in 1916 by Clarence Saunders, it was the first true self-service grocery store. Saunders even patented this concept in 1917. Because customers could choose products directly from four aisles showcasing 605 items, packaging and brand recognition became important. Choice was important to consumers, narrowing choices became important to companies.

Before Piggly Wiggly, shoppers gave lists to clerks who gathered the goods for them. With a basket of goods, the shopper continued to a cashier corral. No doubt met by the first Star Magazine.

Self-service brought choice. Choice brought brand. Brand brought brand agencies. So, thanks Piggly Wiggly for giving me a job.