POSTS
February 28, 2024
Bob Froese
Founder & Chief Creative Officer

Brand Disconnect: A Lesson from Wendy's and Kellogg's Missteps

Recent events have spotlighted a growing issue: brands losing touch with consumer realities, particularly around food costs. Wendy's faced backlash over a misunderstood comment on surge pricing, while Kellogg's CEO suggested families eat cereal for dinner to save money, amidst rising grocery bills. These instances raise questions about whether brands are prioritizing profits over genuine consumer engagement.

The diminishing influence of Chief Marketing Officers (CMOs) might be contributing to this disconnect. Historically, CMOs have ensured consumer perspectives shape brand strategies. However, their reduced impact could lead to a gap between brand actions and consumer expectations.

Here’s what brands can learn:

  • Understand Your Consumers: Brands must deeply understand and empathize with consumers' lives and needs, forming the foundation of all marketing strategies.
  • Empathy and Profit: Balancing financial goals with empathy is crucial for long-term loyalty and trust.
  • Empower Marketing Leaders: Reinforcing the role of CMOs ensures consumer advocacy in strategic decisions.
  • Agility: Brands should be ready to adapt based on consumer feedback to avoid disconnects.
  • Authentic Communication: Genuine communication is key. Consumers can sense insincerity, leading to backlash.

 

The incidents with Wendy's and Kellogg highlight the importance of staying aligned with consumer needs. Brands must remember that understanding and empathy are central to successful marketing. Let's learn from these examples and commit to marketing that respects and reflects consumer realities.

View Post on LinkedIN
POSTS
February 23, 2024
Bob Froese
Founder & Chief Creative Officer

The Lion Sleeps Tonight: A Branding Conundrum with the World's Oldest Unchanged Logo

Well, folks, it's official: convincing clients to update their brands just got tougher. Why, you ask? Because Lyle's, the iconic golden syrup brand, decided to swap its lion logo for... wait for it... another lion. Yes, after a century of the same majestic mane, they've opted for a fresh feline face, proving that in the world of branding, even the king of the jungle can get a makeover. This isn't just any logo; it's the world's oldest unchanged logo, making its update a significant moment in branding history.

Now, before we all rush to our drawing boards to sketch up new logos featuring slightly different animals, let's take a moment to reflect on what this means for the rest of us. If a brand as timeless as Lyle's can embrace change, surely there's hope brands clinging to logos designed in the era of dial-up internet. But how do we know when it's truly time to evolve our brand? Here are the top signs:

- Your Logo Still Thinks Y2K Is Coming: If your brand's visual identity is stuck in a time warp, it might be time for a refresh. Trends evolve, and so should your logo.

- Your Brand Story Reads Like an Ancient Manuscript: A brand's story should be engaging and relevant. If yours needs dusting off, it's time for a rewrite.

- Your Audience Has Grown Up (But Your Brand Hasn't): Brands need to evolve with their audience. If your target demographic has matured but your brand hasn't, you're due for a change.

- You're Being Outshone by the Competition: In the jungle of commerce, survival of the fittest applies. If your competitors' brands are more vibrant and appealing, it's time to step up your game.

- Your Brand Is More Confusing Than a Sphinx's Riddle: Clarity and coherence are key. If your brand is sending mixed messages, a rebrand can provide much-needed clarity.

So, while we may jest about Lyle's lion getting a facelift, it's a powerful reminder that change is not only necessary; it's vital for survival in today's market. Let's not wait for another century to pass before we consider giving our brands the rejuvenation they deserve.And who knows? Maybe your next brand refresh will be as talked about as the update of the world's oldest unchanged logo.

View Post on LinkedIN
POSTS
January 18, 2024
Bob Froese
Founder & Chief Creative Officer

Some early inspiration to start the year - this ad completely nails the 'big three' things that will make people care about your brand - emotion, relevance and difference. Check out the ad to see how it perfectly captures the essence of what makes a brand stand out. By tapping into the emotions of its audience, making the message relevant to their lives, and highlighting what sets them apart from the competition, this ad hits all the right notes. As we head into a new year, take a cue from this ad and think about how you can incorporate these same elements into your brand's messaging.

The Generation Gap - Epic Ad for Australian Lamb

https://www.youtube.com/watch?v=V1e0apyGASc

View Post on LinkedIN
POSTS
January 12, 2024
Bob Froese
Founder & Chief Creative Officer
The Power of Three in Creativity: Where Snoop's Campaign Missed the Mark

When it comes to crafting a successful creative campaign,there's a trifecta that often dictates its impact: Emotion, Difference, andRelevance. Let's take a moment to dissect this through the lens of a recent campaign that made waves for all the wrong reasons – Snoop Dogg's claim of 'quitting smoking.' 

Regardless of personal opinions about the campaign, it'shard to ignore that it stumbled significantly on the aspect of Relevance. Thecampaign, while attention-grabbing and different, failed to connect meaningfully with its audience. It lacked the crucial element of relevance –the ability to resonate with the audience's values, beliefs, or current societal trends.

Relevance is more than just being topical; it's about creating a connection that feels personal and significant to the audience. It's about understanding and tapping into the zeitgeist in a way that feels authentic and genuine. In Snoop's case, the campaign's twist felt more like abetrayal than a clever marketing move. It didn't just miss the mark onrelevance; it veered off into a territory that felt disingenuous to his audience.

Now, let's talk about the other two pillars: Emotion andDifference. Emotion is the heartbeat of creativity. It's what makes a campaignmemorable and impactful. It's not just about making people feel something; it'sabout making them feel the right thing. Difference, on the other hand, is aboutstanding out, being unique, and breaking away from the norm. It's about bringing something new to the table, something that makes people sit up and take notice.

A campaign that masterfully balances these three elementscan become iconic. It can change perceptions, influence behavior, and even become a part of cultural dialogue. But missing even one of these elements canlead to a campaign that falls flat or, worse, backfires.

As we reflect on the power of these three elements increativity, let's use the Snoop Dogg campaign as a learning opportunity. It's areminder that in our quest to be different and evoke emotion, we must never lose sight of relevance. Our campaigns should not only capture attention but also resonate deeply with our audience's values and current social context.

In the world of marketing and advertising, the power ofthree – Emotion, Difference, and Relevance – is a guiding principle that canhelp us create not just campaigns, but movements.

View Post on LinkedIN
POSTS
December 2, 2023
Bob Froese
Founder & Chief Creative Officer

Seeking Truth in a World of Manufactured Beliefs

In a world increasingly shaped by the ambiguous nature oftruth, where facts are as malleable as clay and skepticism is the new norm, we find ourselves at a crossroads. The once-reliable sources of truth –scientists, academics, and even our childhood mentors – now share the stage with a more contemporary and pervasive influence: the digital influencer.

This shift in trust dynamics, fueled by the rise of social media, has led us to redefine our understanding of 'friends' and 'trusted contacts.' No longer confined to personal interactions or shared experiences, our modern-day 'trust circle' often includes influencers – individuals we've never met but follow religiously in the virtual world.

Brands, ever attuned to these societal shifts, have eagerly integrated influencers into their marketing strategies. But as we navigate thisnew terrain, questions of integrity and authenticity inevitably arise. TheFederal Trade Commission and Ad Standards have stepped in, recognizing the profound impact influencers have, especially in sensitive areas like health and nutrition. They've set forth guidelines to ensure honesty and disclosure – a move most brands have welcomed, understanding the mutual benefits of maintaining a semblance of truth in advertising.

However, not all brands are playing by the rules. As discussed in a recent Strategy Magazine article, some significant brands seem to deliberately skirt these guidelines. This isn't accidental but appears to be a calculated risk, especially for those brands already swimming against the current of public belief and desired behavior. Their actions, risky and often reeking of desperation, are a deliberate ploy to capture attention in an increasingly crowded and skeptical marketplace.

But there's a silver lining. Consumers are becoming more discerning. They're slowly piercing the veil of influencer marketing, recognizing the difference between genuine endorsement and paid promotion. This shift towards consumer awareness is gradual but significant. As brands, we bear a responsibility to foster this discernment, guiding consumers towards a landscape where truth, though nuanced, is not a commodity but a shared value.

In the end, the question remains: In a world where every fact is debatable, and every debatable fact is someone's belief, how do we, asbrands and consumers, navigate this complex landscape? The answer lies in fostering a culture of transparency and authenticity, where influencers are notjust voices for hire, but genuine advocates for the brands and causes they represent. Only then can we hope to rebuild the bridge of trust between brands and their audiences.

View Post on LinkedIN
POSTS
December 1, 2023
Bob Froese
Founder & Chief Creative Officer

The Butcher's Wisdom

In a world where convenience often overshadows quality, I recently had an enlightening encounter with a self-taught butcher that reshaped my perspective on food, particularly on the treasures of Canadian beef. This Italian-Canadian butcher, with his hands deeply rooted in the art of meat, shared insights that were nothing short of a revelation.

He made a striking statement: "I'm happy to sacrifice vacations, fancy cars, nice clothes, and almost anything else, but I will never sacrifice making a great dinner every night." This wasn't just about food; it was a philosophy, a way of life. His passion for quality beef was palpable, almost spiritual. He spoke of the land with reverence, of the sunshine and the specific plants consumed by the cattle, and how these elements culminate in the taste of the beef.

Growing up on a farm, everything he ate was grown and produced right there. He described a connection to the land and its cattle that most of us can only dream of. Imagine having such a profound awareness and sensation with every bite you take. It's a level of connection that transform seating from a mere act of sustenance to an experience of joy and gratitude.

What struck me most was his bafflement at our collective ignorance and indifference towards Canadian beef. He described Canada as having the world's most perfect conditions for raising the best beef. Yet, ironically, we import beef from the US, Brazil, and so on, while the rest of the world covets what we have.

His words were a wake-up call. It's time we take pride in our Canadian beef, in the richness that our land offers. There's a mission here, one that I'm thrilled to be a part of – to 'brand Canada' in a way that truly reflects the quality and spirit of what we raise. It's about more thanjust marketing; it's about instilling a sense of pride and connection to our land and its cattle.

 Taking his passion a step further, this visionary butcher is now creating a college curriculum for a butcher's course at a top culinary college. Remarkably, only one of the twelve chapters in his curriculum focuses on the actual act of butchering. The rest? They delve into the profound awareness of everything else that contributes to the quality of beef – the environment where it's raised, the journey it takes, its diet, and so much more. This curriculum isn't just about teaching the art of butchering; it's about instilling a deep respect and understanding of the entire process that brings beef from pasture to plate.

 The journey with the butcher is not just about appreciating the art of butchery or the quality of Canadian beef. It's about branding in its truest form – creating a narrative that resonates with authenticity and pride.It's about telling a story that connects people to their food, their land, and their heritage. This is the essence of powerful branding – it's not just about selling a product; it's about sharing a story, a belief, and a way of life.

View Post on LinkedIN
POSTS
November 29, 2023
Bob Froese
Founder & Chief Creative Officer

The Power of Storytelling in Advertising: A Tale of Two Ads

 In the fast-paced world of digital advertising, wheresix-second ads and data metrics reign supreme, I recently stumbled upon arefreshing reminder of the timeless power of storytelling. It came in the formof two contrasting ads: a minute and a half commercial from one of the world'slargest advertisers and an over two-minute ad from one of the smallest.

These ads weren't just a series of images and slogans; theywere stories, narratives that captured the essence of the brands theyrepresented. They didn't just aim to sell a product; they sought to connect, toresonate, to evoke emotion. And they succeeded brilliantly.

Watching every second of these ads, I was reminded of MayaAngelou's profound words: "People will forget what you said, people willforget what you did, but people will never forget how you made them feel."These ads made me feel something. They transcended the traditional boundariesof advertising and ventured into the realm of art, of human connection.

This experience led me to ponder a crucial question for allbrands: What does your brand feel like? In an era where data and metrics areoften the primary focus, it's easy to forget the human element, the emotionalconnection that truly defines a brand. Yes, the six-second ad with solid datametrics has its place, but does it leave a lasting impression? Does it makepeople feel something?

The contrast between the two ads I watched was stark, yet ithighlighted a fundamental truth in advertising and branding. People cravestories. They seek connection. They want to feel something. And when a brandcan deliver that, when it can make people feel, it transcends the clutter ofthe marketplace and creates a lasting bond with its audience.

So, as we navigate the complex landscape of modernadvertising, let's not forget the power of storytelling. Let's remember that atthe end of the day, it's not just about the data or the duration of the ad.It's about the story we tell and the emotions we evoke. That's what people willremember. That's what will define our brand.

 

Charlies Bar

LG

View Post on LinkedIN
POSTS
November 28, 2023
Bob Froese
Founder & Chief Creative Officer

The Icy Plunge to Brand Clarity: Lessons from Lake Michigan

In the world of branding, we often talk about the big, thebold, the innovative. But sometimes, the most profound lessons come from thesimplest of actions. Take Dan, for instance. Our conversation was supposed tobe about his illustrious career in the music industry, tracing back to theheydays of SPIN magazine. We were to delve into how the digital realm hasreshaped music and messaging. Yet, the most captivating part of our talk hadnothing to do with tunes or tech.

 Dan, on a whim to escape the claustrophobia of COVIDlockdowns, decided to jump into Lake Michigan. A cold, daunting lake. Thiswasn't a one-off dare or a fleeting challenge. It turned into a daily ritual, acommitment he honored every single day for over a year, and still does. Hisdedication attracted followers, fans, musicians, and even caught the eye of theNew York Times.

 Three years into this journey, Dan is still at it. On dayswhen the lake freezes over, he cuts holes in the ice for his plunge. Noexcuses, no misses. It's a testament to willpower, dedication, and anunwavering commitment to a simple idea.

 There's a powerful lesson here for brands. In a world wherecomplexity and overthinking often dominate our strategies, Dan's story is arefreshing reminder. It's about the power of doing one thing exceptionallywell, consistently, regardless of the challenges. It's not about being theloudest in the room but about being the most committed.

Will this make you famous? Perhaps. But more importantly, itwill bring you happiness, fulfillment, and appreciation for your effort. Inbranding, as in life, sometimes the most impactful actions are the simplestones. Go jump in the lake, they say. Maybe, just maybe, that's where claritylies.

View Post on LinkedIN
POSTS
November 22, 2023
Bob Froese
Founder & Chief Creative Officer

Snoop Dogg's 'Quitting Smoke' Stunt: A Leap Off the Pedestalof Trust

 

Is it just me, or does Snoop Dogg's recent announcement feellike a practical joke that spiraled out of control, leaving us wishing we couldtake it back? Like everyone else, I was captivated when Snoop Dogg, a brand asmuch as a person, declared he was "quitting smoke." Given his iconicassociation with weed, this statement was bound to stir curiosity.

 

Snoop Dogg isn't just a rapper; he's a multifaceted brandwith a massive following. I'm a parent, and even my young daughter adores hisDoggyland YouTube series. So, when he announced he was quitting smoking, itnaturally led to a whirlwind of assumptions. Was this a health-inspiredepiphany? A new stance on the effects of marijuana?

 

The collective curiosity was palpable. But then, the truthemerged. It was all a ruse, a marketing ploy to promote a new way of consumingweed without the smoke. This revelation was more than just a letdown; it feltlike a betrayal.

 

Marketing stunts can be brilliant, and this one will likelyrake in accolades for its ingenuity. But at what cost? This wasn't just aclever campaign; it was the cashing in of a lifetime of brand equity for amomentary gimmick.

 

Snoop Dogg, the brand, will no doubt be just fine. But inthe eyes of many, including mine, he's taken a significant fall from grace. Itreminds me of a childhood prank I played on my little brother, leading him toaccidentally hurt our grandmother. It worked, yes, but at the expense of atrust that was invaluable.

 

To Snoop Dogg, I say: Your brand has always been aboutauthenticity, a connection with your audience that felt real. This stunt,however, has chipped away at that authenticity. It's a reminder that even themost robust brands are vulnerable when they trade trust for a fleeting momentof attention.

 

In the world of branding and marketing, the line betweengenius and folly is thin. Crossing it can mean the difference between enduringrespect and a fleeting laugh. Snoop, you've always been a master of your craft,but this time, it feels like the joke went too far, leaving a lingeringquestion of what's real and what's just smoke and mirrors.

View Post on LinkedIN
POSTS
November 10, 2023
Bob Froese
Founder & Chief Creative Officer

A Love Letter to Second Harvest: Champions in the Fight Against Food Waste

Last night, as I sat in the annual general meeting of Second Harvest, I couldn't help but be swept away by a wave of admiration and gratitude. This post is an unabashed love letter to Lori Nikkel and her incredible team at Second Harvest, who are not just fighting the good fight against food waste but are winning it, one strategic goal at a time.

Growing up, the mantra at our dinner table was simple yet profound: finish your plate, don't take more than you can eat, and always be grateful. The parental admonishment, "there are children in Africa who are starving," was a common refrain. But today, the tragedy of hunger isn't just a distant problem; it's right here in Canada, growing exponentially every year.

Under the fierce and visionary leadership of Lori Nikkel, Second Harvest has blossomed into Canada's largest food rescue organization. Their impact isn't just national; it's global. Lori believes, and I agree wholeheartedly, that the food waste problem is solvable – and solvable quickly – with the right resources, policy and system changes.

While we, as a nation, waste nearly 60% of all the food we produce, over 5 million Canadians struggle to feed their families. This stark contrast is not just a statistic; it's a call to action. Second Harvest isn't just meeting their strategic goals; they're surpassing them, often achieving their 3-year objectives within the first year.

It's hard to encapsulate the impact and accomplishments of Second Harvest in a single post. Their annual report, however, does a phenomenal job. It's an inspiring read, not just for those who are already passionate about this cause but for anyone who's ready to start giving a damn.

So here's to Lori and her team at Second Harvest – true heroes in the fight against food waste and hunger. Your work is not just important; it's essential. And for the rest of us, let's take a page from their book and do our part in this crucial battle. Because those starving children aren't just in a far-off land; they're here, in our backyard, and they need us now more than ever.

https://www.secondharvest.ca/getmedia/2d5d38a5-43e2-4172-935b-c2e52c10887d/2023_AnnualReport_.pdf

View Post on LinkedIN
POSTS
November 9, 2023
Bob Froese
Founder & Chief Creative Officer

Miracles in a Bottle: The Divine Alchemy of VodkowI

In the quiet corners of my childhood, where the Mennonite ethos whispered of simplicity and miracles, I never imagined that one day, a spirit would embody both. Vodkow, a vodka not just distilled but divinely inspired, turns what was once waste into wonder. This isn't your run-of-the-mill vodka; it's a testament to sustainability, a toast to ingenuity, and a nod to my roots in a humorously holy way.

Crafted from the surplus milk sugar of dairy farming, Vodkow is a lactose and gluten-free marvel that's as smooth as the sermons of my youth were stern. It's a spirit that doesn't just sit on your palate; it performs a little dance, reminding you that miracles can come in bottles, not just in biblical tales.

Four years ago, this vodka made its quiet debut, yet its echo was not heard in the clamor of the commercial world. At the Royal Winter Fair, I stumbled upon this elixir, and it struck me—not just the crisp, clean taste, but the sheer audacity of its creation. It's as if the vodka itself is a parable, teaching us that with a bit of divine inspiration and a lot of human perspiration, the miraculous can manifest.

I'm on a mission now, a crusade of sorts, to spread the gospel of Vodkow. It's a story that deserves to be preached, a flavor that ought to be evangelized. In my teetotaling, Mennonite community, miracles were the bread and butter of belief. Now, I'm witnessing one that pours smoothly over ice.

So here's to Vodkow, to ideas that rival miracles, and to the belief that with a little faith and a lot of hard work, we can turn the water of possibility into the vodka of reality. Cheers, and amen to that!

View Post on LinkedIN
POSTS
November 6, 2023
Bob Froese
Founder & Chief Creative Officer

Back to the Prairie Roots: Unearthing Opportunities Where You Least Expect Them

Who knew a surprise nod from the Canadian Agricultural Marketing Awards would lead to such a rich journey back to the beginning? It was a curious congrats from a friend in Winnipeg that tipped me off – our work with the Canadian Cattle Association had been entered into CAMA, and we were on the nominee list.

I hadn't connected the dots between my early days cutting my teeth on brands like Monsanto and CP Rail in Winnipeg, and the work we do now in Toronto. But there it was, an unexpected bridge between past and present. On a whim, I decided to attend the awards – a decision that turned into a weekend of family reunions and a surprising revelation.

As we accepted a certificate at the show, I realized how closely intertwined our current food & beverage clients are with the agricultural community. It seems obvious in hindsight, but sometimes you need a gentle nudge (or a full-on push) to see the connections that are right in front of you.

This last-minute trip to Winnipeg did more than just take me down memory lane; it opened up a whole new avenue of opportunities for our agency. It was a reminder that the journey from farm to table is more than just a trendy phrase – it's a full circle that we're all a part of, even if we don't always see it.

So here's to those offhand, curious decisions that lead to unexpected places. To family, to roots, and to the ever-surprising journey of discovery. Keep curious – it's the best way to unlock the magic that's waiting just around the corner.

View Post on LinkedIN
POSTS
November 1, 2023
Bob Froese
Founder & Chief Creative Officer

Brand Purpose Meets Real-World Impact in Regent Park

Walking through the transformed streets of Regent Park, it's hard to believe the journey this neighborhood has been on. I remember the early days, filled with skepticism and challenges. Who would have thought that this once-stigmatized housing project could become a beacon of community rejuvenation in Toronto and an example for the world?

Mitchel Cohen and the Daniels Corporation didn't just see buildings; they saw potential, hope, and a vibrant community waiting to flourish. Their vision was bold and filled with purpose: to create a space where every resident felt a sense of belonging and pride.

Having had the privilege to work alongside them, I've been inspired every step of the way. It wasn't just about bricks and mortar; it was about heart, soul, and genuine commitment to positive change. From community housing coexisting with upscale condos to bustling streets filled with life, the transformation has been nothing short of miraculous.

I am forever privileged to play our small part in telling this story, the real heroes are the visionaries like Mitchel and the resilient residents of Regent Park. It's a testament to what's possible when brand purpose is fully lived.Mitchel, and every visionary out there making a difference - you remind us that with passion, purpose, and a lot of grit, anything is possible.

#branding #marketing #storytelling

View Post on LinkedIN
POSTS
November 1, 2023
Bob Froese
Founder & Chief Creative Officer

Putting Your Brand to the Ultimate Authenticity Test: Talia Pizza's Bold Move

Imagine the audacity of serving a frozen pizza at the premier pizza chef's competition, where the best of the best showcase their culinary masterpieces. That's exactly what Rick Gazzola of Talia Pizza did, and the results were nothing short of astounding.

Talia Pizza isn't just any frozen pizza. It's a testament to the lengths a brand can go to ensure authenticity. Crafted in Napoli, using local ingredients and traditional ovens, each pizza is a slice of Italian heritage. But here's the twist: after being fully cooked, it's cryogenically frozen in a matter of seconds, preserving its essence and flavor. When you bake a Talia Pizza in your oven, it's as if you've been transported to a pizzeria in Napoli.

I had the privilege of being there, alongside Rick, at the competition. The reactions were a mix of surprise, admiration, and genuine appreciation. Compliments flowed, respect was earned, and orders were placed. It was a reaffirmation that authenticity, when done right, resonates deeply.

Being there wasn't just about supporting a client and friend; it was about witnessing brand authenticity being tested at its pinnacle. The experience was so immersive that I even walked away with a couple of pizza oven burns as souvenirs!

In a world where brands often make lofty claims, Talia Pizza stands out by delivering on its promise. It's a reminder that true brand authenticity isn't just about telling your story; it's about living it, proving it, and sometimes, even putting it to the test in the most challenging arenas.

Authenticity is the cornerstone of memorable brands. If you're looking to craft a brand story that not only resonates but also stands up to scrutiny, reach out to us at Bob's Your Uncle. Let's create brand narratives that truly embody your essence.

#branding #marketing #storytelling

View Post on LinkedIN
POSTS
October 30, 2023
Bob Froese
Founder & Chief Creative Officer

Taco Bell's 'Ambitious Goal...Is to Be a Brand Bully?'

Taco Bell, in its quest to "free Taco Tuesday," has successfully pressured the last holdout, Gregory's Restaurant and Bar in New Jersey, to forfeit its "Taco Tuesday" trademark. This move comes after the chain's aggressive efforts to cancel the usage of the trademark, which Gregory's had owned for over four decades. Taco Bell's stance was that the term "Taco Tuesday" should be "freely available to all who make, sell, eat, and celebrate tacos."

However, the reality paints a different picture. Gregory's, a multigenerational family business, faced the might of Taco Bell and its parent company, Yum Brands. The financial burden of legal fees, estimated to be at least $100,000, was too much for the small business to bear. While Taco Bell championed the cause of "freeing" the term, it was clear that the campaign was more about eliminating competition than genuine concern for the phrase's ubiquity.

The irony doesn't end there. David Gibbs, CEO of Yum Brands, highlighted the success of their "Taco Tuesday liberation" campaign, which generated more buzz than their Mexican pizza relaunch the previous year. The result? A 4% jump in sales at Taco Bell US locations open for at least a year.

Yet, one can't help but wonder about the authenticity of Taco Bell's intentions. Their call for freedom seems inauthentic when juxtaposed against the backdrop of a small business being forced to relinquish a trademark they rightfully owned.

Taco Bell may have emerged victorious in this legal battle, but the taste of this victory feels a tad bitter. Especially when considering that their celebration includes giving away free Doritos Locos Tacos in New Jersey to commemorate the surrender of their smaller competitors.

Oh, and one more thing… will Pizza Hut, another Yum Brands entity, now abandon its recently renewed "Wing Wednesday" trademark?

In the world of branding, authenticity and genuine intent matter. If you're looking to build a brand that resonates and stands the test of time, reach out to us at Bob's Your Uncle. Let's create narratives that are both impactful and true to your brand's essence.

#branding #marketing #storytelling

View Post on LinkedIN
POSTS
October 30, 2023
Bob Froese
Founder & Chief Creative Officer

"I'd Like to Buy the World a...GenerativeAI Ad"

Coca-Cola, a brand synonymous with timeless advertising, is once again at the forefront of change. From their iconic 1971 jingle, "I'd like to buy the world a Coke," which painted a picture of global unity and harmony, they're now embracing the future with open arms.

Coke is allocating a whopping 60% of their advertising budget to digital, a significant leap from just 30% in 2019. Among their innovative strategies is the inclusion of GenerativeAI, showcasing their commitment to staying ahead of the curve.

It's fascinating to juxtapose this shift with their 1971 ad. The lyrics: "I'd like to teach the world to sing, in perfect harmony I'd like to buy the world a Coke and keep it company..." captured hearts globally, emphasizing the "real thing" that the world desires.

Today, while the medium has evolved, the essence remains. Coke continues to offer the "real thing" but now in the digital realm, blending nostalgia with innovation.

One of the standout initiatives, "Create Real Magic" – is a pioneering platform that merges the capabilities of GPT-4 and DALL-E. Their AI-powered LTO, Coke Y3000 zero, is touted as the “world’s first futuristic flavour.”

The transition from snow white turtle doves to cutting-edge AI is a testament to Coke's adaptability. It's a reminder that while the tools change, the core of effective branding – creating genuine connections – remains timeless.

And the results speak for themselves: Coca-Cola reported a strong earnings boost, with Q3 net income rising to $3.09 billion from $2.83 billion in the year-ago period, and net sales spiking 8% to $11.91 billion. Their digital-first campaigns are seeing "tremendous engagement," proving that their innovative approach is not only resonating but also driving significant business growth.

In a rapidly changing digital landscape, is your brand evolving while staying true to its essence? Reach out to us at Bob's Your Uncle, and let's craft a narrative that bridges the past, present, and future.

View Post on LinkedIN
POSTS
October 23, 2023
Bob Froese
Founder & Chief Creative Officer

From $10 Million to Half a Billion: The Art of Masterful Brand Building with Meiky Tollman

When I connected with Meiky Tollman, the genius behind transforming Sabra Dipping Company into a global sensation, I anticipated insights into scaling a brand. What I received was a profound lesson in dedication, focus, and the value of hard work.

Meiky's journey with Sabra, turning hummus from a niche delicacy to a household staple, is nothing short of legendary. But beyond his evident branding prowess, it was his sage advice that left a lasting impression: Prioritize and nurture the stores and consumers you already have before chasing new ones. In a world where growth often overshadows loyalty, this grounding perspective is a refreshing reminder of where true brand value lies.

Having collaborated with numerous startups and rapidly expanding brands, I found Meiky's counsel invaluable. His generosity knows no bounds, even offering to share his wisdom with some of my clients – a gesture they deeply cherished.

Now at the helm of his consultancy, 'The Tipping Point,' Meiky continues his mission of guiding companies to their own monumental growth. If there's one thing I'm certain of, it's this: When Meiky offers advice, you take it. And when he offers a service, you buy it.

Looking to tip the scales in favor of your brand? Reach out to us at Bob's Your Uncle. Let's craft a strategy that resonates and endures.

View Post on LinkedIN
POSTS
October 23, 2023
Bob Froese
Founder & Chief Creative Officer

"Be the Show, Not the Commercial": Wisdom from Shawn P. Walchef of Cali BBQ

When I reached out to Shawn P. Walchef, I expected insights into his thriving Cali BBQ restaurant chain. What I got was an enlightening masterclass on business transformation and, ironically, promotion!

Shawn's journey is remarkable. He channeled his expertise from promoting his own restaurants into aiding others with theirs. The result? Cali BBQ Media, a powerhouse in creating compelling content. His weekly video series, Restaurant Influencers, published by Entrepreneur Media and produced by Cali BBQ Media, boasts an impressive viewership of over 25 million people.

Shawn generously shared invaluable advice, some of which I'm eager to implement (and yes, Shawn, I'll keep my promise!). But what resonated the most was his core philosophy: "Be the show, not the commercial." Through my 'who cares' perspective, it translates to being genuinely worth caring about.

A heartfelt thank you, Shawn. Your wisdom is a beacon for all of us in the branding world. Here's to being the show!

Want to make your brand the show everyone tunes into? Reach out to us at Bob's Your Uncle, and let's craft a narrative that makes people care.

View Post on LinkedIN