In Defense of The Cleveland Guardians
July 13, 2020Accepting Indians Name Change is a Process
July 15, 2020mgbode – OK everyone, today’s roundtable topic is semi-sport related. With the football team in Washington going with a new brand launch, and the Cleveland Indians expected to do the same… what are the most notable (either good or bad) brand launches in your lifetime? What are the things you remember most from brands trying to make an identity or re-make their identity?
scott – Is “Van Halen” a brand? What about Snoop Dogg’s foray into Rastafarian?
mgbode – I think anyone can develop a ‘brand’ especially given online marketing tools now, so yes.
andrew – Microsoft launching Windows 95 is without question the most memorable and impactful product launch that I can recall. I know you can argue iPod or iPhone are more impactful, but I feel like Windows 95 was the precursor to everything. It brought the PC to the masses. And it awoke a generation of computer scientists and developers.
But the amazing thing about the launch, of course, will forever be Steve Ballmer “dancing” around the stage in front of a bunch of awesome nerds with Rolling Stones playing in the background
davesterling – Apple’s product launches are epic, but only retroactively. For every iPhone there is an AppleTV or G4Cube
andrew – I don’t know if it was an age thing, too, or not, but the Windows 95 launch just seemed larger than life.
mgbode – I would argue Apple’s big brother commercial was the most iconic in the Tech world.
davesterling – I was too young to care in 1984. I’ve heard it talked about with awe, but it is hard to understand the significance
andrew – I know I didn’t even fully grasp what Windows 95 was or why I should care at the time, but I remember EVERY news outlet covering it and talking about how revolutionary it was going to be.
mgbode – I mean… Apple IS Big Brother now.. but they STILL get to classify themselves as the rebel style techies that are beloved by hipsters due to that initial launch.
andrew – Yeah, I know the legend of that commercial, but I have no memory of it. I vividly remember the Windows 95 ads and hype
mgbode – Fair. Before we get too far into nerdy stuff… @scott mentioned Van Halen so …
mgbode – Crystal Pepsi!
davesterling – I remember as a kid all of the stuff surrounding “New Coke.” I remember my mom and my aunts being PISSED.
mgbode – What was more failed? Crystal Pepsi or New Coke?
andrew – Wow, that’s a fantastic question. New Coke made people MAD. Crystal Pepsi was just gross.
davesterling – I still think New Coke was a calculated move so Coke could switch to high fructose corn syrup instead of cane sugar.
andrew – I think Crystal Pepsi is more embarrassing, but New Coke was the bigger failure because of the emotional response it triggered.
mgbode – Then, there is the crazy poor attempt to have Sierra Mist compete with Mountain Dew.
andrew – Yeah, let’s be clear right now, there is no competitor for Mountain Dew
mgbode – It’s like trying to make a new Dr. Pepper… incumbent too ingrained to be challenged successfully.
andrew – Not Mello Yellow, not Sierra Mist, not whatever the Faygo version was called.
Moon Mist? Was that the Faygo one?
mgbode – Something not worth remembering. The only soft drink I wish would have gained more traction was Jolt! cola. That stuff was terrible… but caffeine and a fun name. A few years ahead of their time for the Monster-style drinks, I guess.
davesterling – Don’t forget about Josta!
andrew – Jolt and Code Red….lived on those in college around finals time
mgbode – Then, Red Bull and its wings took over.
andrew – I guess we’re off topic, though. Unless anyone has any memories of ICP performing at the Moon Mist launch!
davesterling – I think we can all point and shake our heads at Quibi for being the most recent brand disaster.
mgbode – The name killed Quibi before it ever started. Flipping to food… what are y’all thoughts on Nihilist Arbys. Or, said differently, should brands have identities as if they are actually people?
andrew – I sort of hate the personification of brands. I realize Nihilist Arbys is not affiliated, but plenty of brands have personification these days. And I hate it all, parody or real.
mgbode – I mean, we are always going to have dumb marketing gimmicks like IHOB/IHOP. But yeah, the on-going interaction and making up traits is weird and uncomfortable (I know NA is not affiliated… but, it’s hilarious and would be my exception if it was real).
davesterling – I’m with you. I don’t mind some fun when it comes to sports teams and them joshing other sports teams, but I don’t really care what Steak-Ums thinks
mgbode – I blame the Simpsons. Not really, but they always did well with the satire on their show brands having personal voices… and what we see today mimics that satire really closely.
scott – Arby’s ripping on Pharrell will forever be funny.
Hey @Pharrell, can we have our hat back? #GRAMMYs
— Arby's (@Arbys) January 27, 2014
scott – (I can’t believe this was 6.5 years ago)
mgbode – Yeah, there’s a line here. The brand didn’t have to take on any characteristics to gain free marketing by making a topical cultural reference. I think we can all agree that when brands are “talking to each other” in a thread though it is the worst.
I also cannot believe we have gotten this far down the line without anyone bringing up Air Jordans. @scott is slipping.
scott – Not sure what I can add there, but yes — Michael, and Nike’s investment in him, changed the game forever as it pertains to sneakers/activewear. What I find truly interesting is that Jordan Brand as a whole continues to invest in new, annual tech-based models of the shoe, while The 1—in its tech-free, flat-soled glory—continues to be the must-have model every single year.
What I find truly fascinating is the rebirth of sorts for New Balance without any real watershed moment. Not all that long ago NBs were known more for their presence at cookouts and for being on Steve Jobs’ feet.
gerbs – The quintessential dad wear was New Balance 610s in white leather.
scott – Meanwhile, while kids are lining up for Jordans, NB has collaborated with some high-end designers and have models selling in the secondary space for Off-White-like prices.
gerbs – Followed closely by the Nike Air Monarch IV.
mgbode – Wasn’t the biggest thing for New Balance signing Frankie Lindor? Saw lots more MLBers switching after he signed… though he also doesn’t sign without the above noted collaboration.
scott – Frankie signing was a big deal because he was the first “face” of their baseball division. I don’t have the numbers for what that’s done for NB cleats/gear but that’s also a much different target demo than the lifestyle stuff like the 990 reboots and the 992 that Jobs wore
mgbode – Fair point on cleats versus lifestyle shoes. The Fearless in Japan episodes were great though (New Balance + Bleacher Report using Lindor as spokesperson): https://bleacherreport.com/articles/2759699-fearless-in-japan-with-francisco-lindor-episode-1
scott – Here’s one: the rebranding of Howard Stern from — well, Howard Stern — to what he is today, focusing more on his interviews and A-List guests than, say, Stripper Olympics. Even his books have matured (for a lack of a better term). His live, in-studio music performances are always fantastic. And he was the first to really make the leap to a non-traditional medium.
mgbode – Geraldo Rivera attempted a similar re-branding and it is still odd seeing him from time-to-time behaving in a serious manner after his show.
On the audio format, some have done a really nice job branding themselves; like Joe Thomas off the ThomaHawk pod. What people do you think have leveraged that platform the best?
davesterling – Let’s not forget how terrible Steph Curry’s Under Armour shoes are!
scott – @mgbode Do you mean podcast platform? Joe Rogan has to be up there if not *the* name. Adam Corolla once he failed as the Stern replacement on KRock. Bill Simmons, Basketball Jones, and Men With Blazers. for sports. (I refuse to give that throne to the Neanderthals at Barstool.) Freakanomics was early on the business side, as was NPR/TED Talks. Pod Save America on the politics side. I’m sure I’m forgetting a ton.
davesterling – There is a great Browns podcast that is on during the season where two really funny guys have hilarious takes on the browns. Comes out on Friday. Think it’s call Browns Friday Podcast.
scott – (Most seasons)
mgbode – (Most Fridays… and it’d be better but they like to remind us about Byner fumble)