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May 29, 2006

Links Du Jour 05-29-06

  • Planter's Mixed Up Nuts - I have to agree with the guys at Third Way: the new Planters mixes are probably not doing the core brand name much good. The problem you have from a brand name research perspective is that peanuts just can't get no respect, and by trying to sell the Planter's peanuts brand by extolling the virtues of the cashews and pistachios (one tagline is “50% pistachios, 100% love”) that Mr. Peanut is now fraternizing with, they're creating an Arthur Miller/Marilyn Monroe set up.
  • Ford's War Room Not a Substitute For Judgment - I agree with David Kiley that there's a fine line between “creative intensity” when it comes to building a brand name, and just plain “weirdness”. Ford is getting ready to protect its valuable F-series pick up truck line from Toyota and GM but letting things get a little crazy in the brand name research department, where employees have to live the brand a little too much.
  • Snapple Takes Over FM Radio - Snapple is taking over a Boston radio station from Memorial Day to July 4, offering the company a very cool means of getting its brand name out 24/7. I think radio is still a great place for people in the product naming business, and this kind of thing is just another way in which a brand name can gain blanket coverage.

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Posted by William Lozito at May 29, 2006 3:29 PM
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