BEING HJ_HEINZ: LESSONS LEARNED FROM BRAND SQUATTING


…And How NOT to Behave When Being Squatted

When you’re a marketer wielding a hefty brand, it’s not easy discovering a social network you hardly paid attention to has blown up overnight — and, worse still, the name of your brand is being squatted by unofficial brand representatives.

That’s what happened with Heinz and Twitter. But this isn’t really Heinz’s story; it’s the story about its squatter.

On AdAge this week, Michael Werch, who squatted the HJ_Heinz handle for two weeks, describes his pre-squatter objectives and what he’s learned since. His qualifications: that the brand be global, with little social media presence, and that he be genuinely enthusiastic about it.

That’s how he settled on username @HJ_Heinz, where he posted photos of the famous ketchup bottle and shared tips, recipes and company lore in a positive voice.

Werch studied Heinz closely, noting residents of its native Pittsburgh share in the brand’s success, and engaging with them. He also registered the Twitter account under a number of Twitter directories. In short, he behaved like a responsible brand representative, at no cost to the oblivious ketchup label. Leer más “BEING HJ_HEINZ: LESSONS LEARNED FROM BRAND SQUATTING”

Ten Ways to Be More You


Pretty hefty concepts: who we trust, how we impress and who impresses us, how we participate in social networks, new potential for relationships, and adding value.

In all of those instances, the answer is to be more you.

Take a look. Trust is something that depends on your credibility, which is the results of your actions and how others perceive you through them. This in turn determines how we impress, while our own filters dictate who impresses us.

Your philosophy for participation in social networks may read similar to that of another, yet without you, it doesn’t come to life quite the same way. Relationships are built and dissolve on the basis of that expression. Leer más “Ten Ways to Be More You”

Ten Ways to Be More You



This week we tackled some pretty hefty concepts: who we trust, how we impress and who impresses us, how we participate in social networks, new potential for relationships, and adding value.

In all of those instances, the answer is to be more you.

Take a look. Trust is something that depends on your credibility, which is the results of your actions and how others perceive you through them. This in turn determines how we impress, while our own filters dictate who impresses us.

Your philosophy for participation in social networks may read similar to that of another, yet without you, it doesn’t come to life quite the same way. Relationships are built and dissolve on the basis of that expression.

The times when you add most value are those when you’re not even trying. In other words, when you’re being more who you are. True for individuals as it is for companies — we are loved and hated for much the same reason: the expression and experience of us.

You may want to be liked by everyone, choose the middle road. I say stop caring so much about what other people think, and start spending more time becoming who you want to be. There are tremendous advantages to that.

Do Richard Branson, Steve Jobs, Mark Cuban, to name three, lose sleep over what others think? I’m thinking they spend most of their time focusing on who they want to be and what they want to do with that. Leer más “Ten Ways to Be More You”

Custom barcodes


If you’re looking for a more exclusive option than a stock Vanity Barcode design, we offer a customization option.

Custom barcodes are perfect for companies that want to own their design and be sure no one else out there has the same thing. It also allows you to tie your barcode design directly into your brand identity, giving you limitless possibilities for creative tie-ins.

Case Studies:
1. Elyon® Marshmallows

elyon marshmallows custom vanity barcodes

To carry through the fun personality of Elyon® Marshmallow’s new “mallow” mascots, we developed a series of three custom Vanity barcodes for their packaging. The barcodes alone captured the imagination of designer bloggers and got the attention of national chain store buyers who are now carrying the products.

2. Sara Snacker™ Cookie Company

barcode

Sara Snacker™ cookies packaging had very little design space, consisting of simple clear plastic containers and labels. To add some personality to the back informational labels, we designed a barcode with a “bite” taken out of it. The fun barcode also reinforces the tongue-in-cheek tagline, “You Know You Want One!”. The newly packaged cookies got a lot of media attention including Snack of the Day on The Rachael Ray Show. They are sold in upscale stores like Zabars and Westside Market in NYC.

http://www.vanitybarcodes.com/

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