Merriam Associates specializes in branding that gets results. Everything we do systematically generates leads, closes sales, boosts profits, and builds a solid reputation for your company and your products or services. Our background combines the rigor of global Fortune 500 companies with the tenacity of successful entrepreneurs.
GM’s Volt is the new Edsel, selling far few cars than that famous bomb did in the 1950’s and 1960’s. In fact, compared to the Volt, the Edsel was a blockbuster.
sold in three years
sold in three years
Ford sold 116,000 Edsels between 1958 and 1960. GM sold 7,671 Volts in 2011 and 23,461 in 2012. GM announced this week that they have dropped the price $5,000, but that hasn’t goosed sales. The company had a record-setting June, with 2,698 sold, however, sales started to slide again in July with 1,788 sold. Considering that between January and May, only 7,157 Volts were sold, that means the brand has sold only 11,643 to date. The company must sell over 2,300 Volts a month just to equal last year’s number.
Even if Volt sales were to suddenly hit near record levels for the next five months, the brand will have sold well under 55,000 units over three years.
GM Volt 55,000 (if REALLY lucky)
Ford Edsel 116,000
In celebration of the release of World War Z, here is a run down of the best and worst named zombie movies:
Night of the Living Dead
Not only the best zombie movie, but the best named zombie movie.
It has the wit of juxtaposition with living vs. dead and the ominous
promise of night.
Shaun of the Dead
Stops your eye and gets your attention with the play on words.
References the classic Dawn of the Dead with a sense of humor.
Zingy–with a play on Zed, which is undead jargon for zombie and
is a portmanteau for “deader.” Totally ownable as a brand.
What makes these names work is they aren’t literal. The word “zombie doesn’t appear once. They have stopping power to get attention through wit and originality. They make a promise and invite you to take a look.
A common mistake–using a description for a name. There is nothing to see
here, no promise–just a zombie movie. So what?
This one makes the mistake of being trendy. You can clearly tell this movie
came out when everyone was naming thing Planet-This and Planet-That.
Okay, you don’t want to get descriptive, but you don’t want to totally confuse
either. This movie could be about anything. Really a dog of a name.
Opponents of genetically modified foods are successfully skitching on the Monsanto brand. As a kid growing up in Chicago, I used to grab the fenders of passing cars for an exhilaratingly fast slide on icy roads. “Skitching” is a portmanteau combining skate and hitch. Political causes often grab onto the power of well-known brands to use their power to efficiently communicate their messages and the get attention in the media. The nicely alliterative “March Against Monsanto” is just the latest example of brand skitching.
Organizers of today’s marches claim over 2 million people participated in over 400 evens in 52 countries according to founder and organizer Tami Canal. “If I had gotten 3,000 people to join me, I would have considered that a success,” she said in media interviews.
Skitching off the Monsanto brand brought Canal’s cause enormous attention that would have been hard to obtain without the connection to this chemical boogeyman. Monsanto has long been associated with reviled chemicals like DDT, PCBs and Agent Orange.
The company adopted a new logo in 1999 (with the tagline “Food. Health. Hope.”) and spends a fortune talking about the “new” Monsanto being “a sustainable agriculture company.” Despite these investments in trying to build an earth-friendly image, the brand negatives are still high, making it ideal for skitching.
As a mother and entrepreneur, getting the balance right isn’t always easy. This article talks about working from home trying to focus and balancing home and kids. While I don’t get to work from home much–client projects have me working for all the heck over the place–keeping all the plates spinning can be a challenge. Happy Mother’s Day to all you special ladies out there. Okay–back to branding.
Congratulations to my client, the Association of Consultants to Nonprofits on their new Web site. It’s always a pleasure to work with Chicagoans, especially those who appreciate good writing and good SEO. Visit the site here.
I am pleased to announce the second edition of my book Merriam’s Guide to Naming is now available. In the half dozen years since the first edition, I’ve led over a hundred company and product naming projects for Fortune 500 multinationals, mid-size companies and start-ups. As part of this work, I’ve helped executives wrestle with questions and deal with challenges that were not adequately covered in the first edition. And, in reviewing dozens of magazine articles I’ve written and media interviews I’ve given, I realized I had a large body of new knowledge on the subject of naming. Merriam’s Guide to Naming was quite overdue for a redo. Click here to order.
Louisville Slugger unveiled its new logo this week and it is a home run. So often, when companies have adopted a new logo, they have stripped their visual identity of all personality in favor of “updating,” “streamlining,” or “going more upscale.” Louisville Slugger wisely went in another direction. For a brand well into its second century of life and with such an iconic following, they wisely adopted a look that is t full of personality. The new look is at once timeless and contemporary, but would not be out of place at the turn of the century–the last century.
Buyer of distressed brands Apollo Management Group has cheered the hearts of Twinkie lovers everywhere with its$410 million purchase of the snack food favorite.
Big relaunch plans have been made including having Dennis Rodman bring several cases of Twinkies to North Korea’s Kim Jong-un, to offering giant Wonder Bread size promotional sizes, to taking up giant swaths of shelf space in stores in Twinkie takeovers. Super-sizing Twinkies will surely upset Mayor Bloomberg. And shelf-space is going to prove an ongoing and daunting problem.
Apollo bought Twinkies, Ding Dongs and Ho Hos, but another company (Flowers Foods) bought Wonder Bread. Grupo Bimbo bought the Beefsteak brand, and McKee bought Devil Dogs, Yodels and others. In consumer packaged goods, the war is in the store. Where once a Hostess truck could drive up, elbow itself a lot of shelf space, then optimize the mix of products within it, now lots of companies and individual brands are vying for the space. Grupo Bimbo is probably the only company with the size to dominate. Twinkies will have a tough time regaining its former stature, much less achieving growth outside its core of die-hard brand fans. Paying off its $410 purchase price will be tough.
That said, with die-hard fans beings so important, that idea of promoting with Kim Jong-un looks the a winner.
Chinese companies made headlines a few years back with lead tainted toys and pet food that sickened cats and dogs. Now a US company is coming under fire in China. KFC is alleged to use excessive growth hormones and antibiotics in their chicken. This insightful article by Chinese branding expert Milton Kotler on the blog he shares with his marketing guru brother Philip Kotler points out that dealing with this crisis as a cosmetic branding and PR issue is a mistake. KFC has a business model problem that affects trust. Trust is the core of any brand and it is trust that fuels ROI. BP faced a similar problem.