by: Colin Plaisance

The classic joke used to be that when you walk out of a Starbucks you see walk across the street to see another Starbucks.  Recently that joke has faded. Is it because people realize that it isn’t true? Is it because the joke has gotten old?  I believe its because Starbucks realized what there reputation was.  They saw that with because they are everywhere they needed to make sure that that every community felt a connection to Starbucks.

Many people viewed Starbucks as a perfect example of a major corporation trying to take over everything. What people didn’t realize was that unlike many other coffee shops they acquire their coffee beans through fair trade.  They call every employee a partner. They also believe that their job was to truly connect with a community.

Starbucks launched a major ad campaign in 2009.   At this point Starbucks was solidly viewed as overpriced coffee and in the current economy its one of the first things to be taken of the budget. They decided to send out many messages including “If it isn’t perfect we’ll make it again. If it still isn’t perfect make sure you are in a Starbucks.”  They started by launching many Youtube videos of employees asking what they thought of the campaign.

Starbucks realized they were losing their foothold in many areas because other shops were telling their stories. Because these shops are more local they appeared preferential to the evil Starbucks Corporation.  The point of the campaign was to show that Starbucks exists for its customers and the community.  This continues today.  The best example was to spread holiday cheer by placing magnetic Starbucks cups on hoods of cars and passing out gift cards to all good Samaritans that brought it to the driver’s attention.  Starbucks has transformed from an evil corporation to a community-involved company that as always provides not just but Starbucks.

Starbucks handed out gift cards to all good Samaritans that pointed out the coffee cups to drivers

What happens when a company gains the trust of millions and then lies to its faithful followers? Ask Dove.

This is what happened when the company created the Ad Makeover, an app designed to replace the feel-bad ads on Facebook. (Yes, those annoying ads that promise a smaller waist line or bigger breasts.)

Sounds too good to be true? Maybe because it is… Just like those ads make unrealistic promises so does the Ad Makeover.

The app promises to replace ads designed to make women feel bad with supportive messages of your choosing (lie one). Another added bonus is that you can send the message to a friend (lie two). Shame on you, Dove. In reality, the company enters a normal bid for ads on Facebook, based on target demographics. And no, you cannot choose who will see the message you wrote or know if it will ever become a Dove advertisement.

Although this is very disappointing, especially coming from such a well-respected company, consumers will more than likely continue to stay loyal to Dove; I know I will. The company is still passionate and committed to widening the definition of beautiful.

Dove has made its mission to challenge beauty stereotypes since 2004 with The Campaign for Real Beauty. It expanded the campaign with the Dove Self-Esteem Fund, impacting the lives of millions of teens and women.

Dove created this video as part of the Dove Self-Esteem Fund to show how society’s definition of beautiful is unattainable and limiting.

Continuing to spread the definition of real beauty, Dove will post photographs of women on a digital billboard as part of its newest campaign Show off your Skin. To submit a photograph, click here.

So what is the definition of beautiful? That would, of course, be you.

Mostly everyone has seen it, and most of us probably use it.  The mobile phenomenon covering Facebook, Twitter etc., with filtered photos and ‘insta.gra/12071′ links.  If no one has caught on yet, I’m talking about Instagram.  As a long time hater of Instagram I find myself surrounded by contradictions and hypocrisy – because not only was I interested in this moment in Instagram’s history, but I also use it now.

Instagram was originally designed to be a mobile picture application called ‘Burbn’.  It was designed to be the first of it’s kind; a way to take and edit pictures on your mobile device, that was completely independent from large social networks such as Twitter or Facebook.  The brainchildren of this application are Micheal Krieger and Kevin Systrom.  Eventually, through a series of events, Burbn became Instagram and it launched on October 2010 in the Apple App Store with one million users and a net-worth of $500,000.

The concept behind Instagram was to allow you to take picture from a mobile device, edit it, and share it with others on Instagram. Instragram, initially, had very few filters an no real community to share with. The incorporation of hash-tags in January 2011 increased Instagrams users to five million, and then to 10 million. This large user-base attracted many investors who wanted to be a part of Instagram and wherever it went. Jack Dorsey, CEO of Twitter and long time user of Instagram, offered $2 billion to buy Instagram. Jack Dorsey was turned away and let it be noted that Mr. Dorsey no longer uses Instagram.

What made Instagram such a hit? It is the same reason they refused to sell to Jack Dorsey – the fact that Instagram is independent. Instagram doesn’t get it’s users from Twitter, and it isn’t intertwined with Facebook as one of their several ‘apps’. Instagram has built itself from nothing and created it’s own user-base; a concept that the creators intend to hold strong regardless of price.

In April 3, 2012, Instagram released the app for Android users. This seems to be a pivotal moment in Instagram’s history as it’s user-base went from 10 million to roughly 35 million. Instagrams net-worth was also reported to be somewhere close to $500 million.

Only nine days later, April 12, 2012, Facebook’s Mark Zuckerberg bought Instagram for $1 billion. Why? Zuckerberg said he intends to keep Instagram independent from Facebook and that his only goal with Instagram is helping it grow and improve. Apparently Zuckerberg said something Dorsey didn’t.

This is a huge change for Instagram and Facebook as a whole, as they will essentially merge their users and build off one another. The true winner of this sale? Instagram. Since it’s debut in 2010, Instagram hasn’t recorded a single penny in direct profit from their application. That’s no profit. All of Instagram’s money came from investors who saw the potential that Instagram had to capture and hold an audience.  The application is free to purchase and becoming a user is also free. This only reinforces the growing principle that if you give something to someone for free then they are truly able to enjoy it, without feeling regret or dissatisfaction in their purchase.

From one million users to 35 million and from a net worth of $500,000 to being bought for $1 billion, it seems Instagram did everything right.  I can say this because I know how many people work for Instagram. The $1 billion that Zuckerberg paid to own Instagram is going to go a long way for the 13 employees that work for Instagram. Yeah, I said 13.

Breweries are constantly fighting for brand recognition.  It all depends if your audience can recognize your label on the tap or the fridge at the bar.  The label the audience recognizes is most likely going to be purchased.  A survey by Millward Brown ranked the top 10 beer brands of 2011.  Budweiser and Bud Light took the top two spots.  The beer industry is driven off of volume.  The more you sell, the stronger your brand is.

Anheuser-Busch has built the strongest brand in the brewing industry.

Anheuser-Busch started in St. Louis in 1852.  They continue to lead the brew industry in innovative ways of brewing, packaging and marketing/advertising.  The famous Budweiser Clydesdales symbolize the strength and tradition of Anheuser-Busch.  These thoroughbreds have been an extremely recognizable symbol for over 50 years.  Anheuser-Busch takes pride in raising money for war veterans.  They have supported the United States armed forces for over 150 years.

The company is well-known for its effective advertising.  They also have a very strong sports marketing division.  They create advertising material for the Super Bowl and many other sporting events.  Budweiser has sponsored multiple horse racing and NASCAR events.

The Anheuser-Busch logo is not the brand.  The Budweiser Clydesdales are not the brand.  A bottle of Bud Light is not the brand.  Their history is not the brand.  The Anheuser-Busch brand is not made up of any single one of these things.  The Anheuser-Busch brand is made up of all of these things together.  That is what makes Anheuser-Busch the strongest brand in the business.

Check out my full presentation. Click below.

Building a Strong Brand

The Pale Force. The String Dance. The Masturbating Bear.

If any of these subjects hold any value in your life, then you are probably a fan of Conan O’Brien.

“The platforms are like wives in a fundamentalist Mormon marriage — we’re dutiful about sharing our time.”

Carlos Estevez, also known as Charlie Sheen, was born into a Hollywood family. His famous family includes father Martin Sheen, brothers Emilio and Ramon Estevez and sister Renee Estevez, all whom were actors. He was born into the spotlight. But the light has never been brighter on Charlie Sheen, than it has in recent years, for better and for worse.    Most of us are aware of Sheen’s crazy antics in the past couple of years. His wild behavior has always been under the microscope but within the past 2 years they have been more in the spotlight. From his drug abuse, the goddesses, YouTube videos, run-ins with the law and the public dismissal he faced from his successful sitcom Two and a Half Men.With his life spiraling out of control, many were just waiting for the day when something tragic would happen. He was pretty much writing his own death certificate with everything he was doing to himself. His latest ventures are being the face of DirecTV and Fiat advertisements. Both advertisements poke fun at Charlie’s behavior. Some companies would advise to not use spokespeople with a bad reputation because it is dangerous. But both of these companies are saying that is exactly the reason why. I personally think it is hilarious, and Charlie Sheen doesn’t seem to mind being the butt of any jokes. All he is hearing is “CHA-CHING”, money in the bank.