'Holy Schnike' -- It's Brand Equity

by Steve Fodor

It’s a long story, but I have the movie “Tommy Boy” running through my mind. Especially the line from the movie when Tommy (Chris Farley) says to a customer, “You can get a good look at a T-bone steak by sticking your head up a bull’s (rear end), but wouldn’t you rather take a butcher’s word for it?”

I’m thinking about this line from “Tommy Boy” because I’ve had yet another person comment that they can develop marketing communications as well as a proven and recognized agency (“proven” and “recognized” are the key words there). And you know what, in some cases that may be true.

I once heard that “brand equity is no different than home equity.” Brand image is the most valuable asset a company has. And, just like a home – many people’s most valuable asset – you can only go so far with “Do-It-Yourself” know-how. Sometimes you need to hire an expert. Someone with a proven track record. Someone who knows how to get it right the first time. Someone you can trust because they’ve done many other successful home improvement jobs. Because it’s more expensive to redo a job done wrong.

I see both good and bad marketing communications done in-house by companies. And I also see both good and bad creative work from a lot of agencies, too. The point is, your brand needs to be updated, maintained and presented in its most positive light. And, from my point of view, real creativity means knowing how to develop a strong message – on a budget.

You only have one chance to make a first impression. Making a good first impression and “saving a few pennies.” That reminds me of another great scene from “Tommy Boy.” Enjoy the video clip!


Tommy Boy sales training

Video Credit: video.google.com

The Value of a Big Idea

by Steve Fodor

People often ask me, “What’s your favorite ad of all time?” Well, I have several, but one in particular stands out.

I love this ad (at right) for Volkswagen done by Arnold Communications and DDB Worldwide in 1979. Why? It’s simple and extendable. It makes the point by letting the reader reach the conclusion themselves, not by pounding a list of benefits into the reader’s head. Even the look of the ad says “simple” and “out of the ordinary” – Volkswagen brand attributes from my point of view. And the ad is timely, and timeless. It was developed during the oil embargo in the late 1970s. But it’s just as relevant today. What more could you ask for from an ad?

Whenever I show this ad as my favorite, people look at me and say, “Give me a black marker and a piece of paper and I could do that ad in about 30 seconds. Probably could draw the picture better, too.”

The value of a big idea and creativity is priceless. It’s much more than pretty pictures and execution alone.