This weekend I saw a Goodwill truck with this big and bold slogan: "Getting people jobs." I was impressed.

As an international organization, their homepage states their mission clearly and succinctly - and in plain language: 

We help people who are looking for work or better jobs so they can better provide for their families.

Goodwill is a good example of a major non-profit that knows how to brand itself and tie its brand to its mission. Cone's Nonprofit Power Brand 100 study ranks Goodwill Industries International as #5 among leading nonprofit brands in America, with a brand value of over $2.5 billion. I think if Goodwill directly connects donating with jobs, their brand image and fundraising will be even stronger.

Food marketers have known this for years. One powerful way to appeal to customers is to emphasize what is missing.  Misleading? Sure can be. Depends on how you look at it. I see it as more honest than not, when it comes to health.

I remember when "cholesterol-free" was all the rage, seeing orange juice touting its no cholesterol advantage. Which of course it always had, given that only animal products contain cholesterol.

When avoiding an ingredient or preparation method or chemical becomes a hot topic, be prepared to see all kinds of food products using it to grab your attention. Like Ocean Mist Romaine Hearts, which is...lettuce. Their bag calls out that their lettuce is gluten free, lactose free, and vegan. And that it supports a healthy heart. All good things. Hey, what about fat free?

The National Pork Board (NPB) is aiming to increase sales by repositioning its domestic pork promotion campaign. “Pork. The Other White Meat has 90 percent recognition, but recognition does not equate to high demand,” CEO Chris Novak says in the online trade newsletter Pork.  “The current campaign compares pork to others (chicken); it doesn’t let it stand on its own.” A new ad campaign and approach will be announced next year.

Hmm, I always thought comparing to a well known product or brand and clearly contrasting what makes you different was a good way to carve out mindshare and market share. Positioning, by definition, always involves a comparison to identify the class of product and a distinction to stand out from others within the class. So...how might NPB reposition pork? Some ideas from NPR's Wait Wait Don't Tell Me blog.

Pork: Secretly loved by Jews for 5,000 years.

I believe this British Petroleum ad ran in The Economist in 1999:

And they are. Tragically ironic, isn't it? Careful of what you promise. More than your brand is at stake.

Without reading the copy, what would you think this ad is selling? 

This is an image from the Breast Cancer Research Foundation's new PSA campaign. Here's their strategy:

We wanted to be honest and open. We wanted to create an image of a woman that a large number of women could identify with. And deliver a message that is as much about hope as it is about hard truths.

Cancer is ugly. Women are beautiful. We wanted the photograph to suggest all the strength, courage, vitality and radiance of a woman touched in some way by breast cancer. We wanted it to be timely and timeless.

Step 1 in communications is always getting attention. Using this kind of image does the job, and tastefully I think most donors would say. I admire BCRF's courage and clarity. Many health organizations prioritize being non-controversial and "safe" over being effective. What do you think about this ad?

The most powerful marketing axiom I know is "If you can't fix it, feature it!" (read more here). Here's a new example: 3floz.com. Knowing that a lot of travelers have problems with the "3 ounces or less" airport security rule, this new webshop features the problem, with 3 oz. containers of luxury beauty brands like Dr. Hauschka, Archipelago Botanicals and others (all of which I never heard of, which is of course not the point). Their value proposition: No more worries about TSA confiscating your fave beauty products. Interestingly, they broaden their target audiences to "those who travel, those who are curious, and those who can't commit." Next up they hope are airport kiosks for people to pick up their luxury beauty products on the go. It's a beautiful thing.

BMW launched its U.S. campaign during the Winter Olympics with its "Joy" ads. Check out the 60 second spot:

Here's more detail from today's Marketing Daily. I thought BMW's "Ultimate Driving Machine" positioning and ad campaign was one of the best car campaigns of all time. It really showcased what was unique about the product and set BMW apart very effectively.

Not so much for the "Joy" campaign. I mean, joy is certainly a good thing. But it's not why people buy Beemers. Performance - that's why people buy them (and of course prestige for some). The attempt to connect performance with joy just doesn't cut IMHO. Not that it couldn't though.

I see this campaign as a well-intended "feel good" campaign that misses the mark. Soon sales will tell the story. What do you think?

I was making a deposit in the bank and saw this "rock" on the counter by the teller. In fact, there was one of these promotional items by every teller branding the solidness of Union Bank. (The pen is there for scale).

Then I picked it up. It was made of soft foam. About as solid as a marshmallow. Is that really the brand message Union Bank wants to convey?? Trust us with your money. Because we're solid ...like a marshmallow. The morale of the story is the medium can be the message. Think it through Union Bank!

This is an exceptionally well-crafted story that puts into practice several key marketing principles. Watch now and see if you spot 'em.

Here's a few:

1) The "walk" metaphor - It's part of the family name, the brand, the story, and is brought to life as the crux of the action in the rolling hills of Scotland. 

2) The brand execution - From the top hat to the tilted label to the square bottle, all the visual elements come together to create a unique position in people's minds and hearts.  

3) The values portrayed - Intelligence, ambition, family, fire in the belly, vision... all characteristics that deeply resonate with viewers and convert them into raving fans (even if they don't drink scotch!).

4) The power of story - The same information could have conveyed through a (boring) bullet point laden Powerpoint presentation, right? But human beings are wired for stories - it's just how we are. Need I say more?

So... what's your story?

My 20-something daughter yesterday was telling me about the challenges faced by her "Trophy Generation" (aka Millennials, Gen Y, Echo Boomers).

The label Trophy Generation comes from kids growing up getting trophies for pretty much everything (like showing up) -- inadvertently teaching them that they are always entitled to awards, effort is synonymous with success, there is no such thing as disappointment, and constant praise is the norm. As a dad and former rec soccer coach, I was guilty of telling kids "good job" when it really wasn't, or "you did your best" even if they didn't. A Wall Street Journal story tells what's happening when these "trophy kids" go to work and how they and their employers are dealing with the unfamiliar "compliment deficit" these young adults face.

So how do we market to this generation? 1) The obvious strategy is to lavish praise, target their entitlement zone and focus on instant gratification. Instead, try the truth. Explicitly acknowledge that false praise can feel meaningless. If they can do better or be better, tell them. That will speak to their hearts and distinguish you as someone they can trust. 2) Do not assume all twenty-somethings are trophy kids. While it may be a common affliction, a significant proportion are driven by different values. 3) See the good underneath the need for praise. We (my generation) gave trophies to make our kids feel good and let them know they are seen. Now as grown-ups, let them know in real ways that they count.