Archive for June 7th, 2007

The first time I heard the word “branding,” it related to something John Wayne was about to do to a steer. I never thought it would become the most overused word in the business lexicon.

When a product loses favor with consumers, it’s not because it’s mediocre or badly designed — the failure is always due to bad branding. John Edwards is not gaining traction as a presidential candidate, pundits assert, because he hasn’t established a solid brand.

The ubiquitous branding wars are apparent at the French Open or the NBA Finals — brands are emblazoned across every article of clothing or equipment, down to the athletic cups (happily we can’t yet see those). Whenever an actress strolls the red carpet or even reports to rehab, insiders know her wardrobe evolved out of a tough branding negotiation. As far as most stars are concerned, their taste is for sale.

I’ve long since steeled myself to all this, but the latest push in the branding wars makes me a little queasy. More big companies, it seems, have decided to put up co-financing for films in the hope of advancing their product lines. I realize that the marketplace has become more competitive and that it’s vital for brands to reinforce their identity, but does that mean that movies have to become mere marketing tools? At the risk of sounding naive, I find this a daunting prospect.

Full Story

Share This

CERTAINLY, THERE ARE SOME PRODUCT placements money can’t buy. Many come on HBO, which steadfastly maintains it doesn’t accept a cent for brand insertions.

Speaking of the redoubtable “Priceless” campaign’s tagline and the brand it promotes, MasterCard’s recent presenting sponsorship of the ABC Family original film “The List” seems a bit flawed.

First, a scene in which the brand is mentioned in the programming also gave equal billing to one of its competitors. And second, it’s questionable why MasterCard would have wanted anything to do with the scene in the first place–not to mention its competitor.

As part of ABC Family’s push to offer more original programming–which viewers and advertisers are increasingly demanding from cable networks–it debuted “The List” May 20. The movie focused on Lewis Bond, played by Wayne Brady, who, after struggling in his love life, composes a list of what he wants in his ideal mate.

It appears he can find it all in a lady named Cecile (Sydney Tamiia Poitier), although there are bumps along the way. One in particular in the story line–and notably, for MasterCard, which was one of the top product placements of the week, according to measurement firm iTVX. During a hard-to-watch scene in a bathroom, a frustrated Bond asks Cecile what kind of compensation it would take for a certain favor she’s very uncomfortable with.

Aggravated and increasingly in a huff, he asks: “What does it take? Huh? You tell me. Do you accept credit cards, American Express? MasterCard? … I know cash.” He then whips out $300, and tosses it at an appalled Cecile.

Full Story

Share This