The Verizon "Hub"

Last night, I saw a pretty intriguing spot for the new Verizon Hub...

Engadget describes:

The system boasts a 7-inch touchscreen display, and will work with Verizon wireless subscribers handset(s) to eliminate the need for a landline (people still have those!?) The idea here is that the hub can sync to your calendar, contacts, maps, traffic and weather reports via broadband. It can also send and receive text messages, and do all kinds of cute little tasks like send driving directions to your phone. Subscribers have to live in an E911-capable area, and will be able to bring any phone number with them if they want to sign up for new service. The hardware's going to cost $200 (after a $50 mail-in rebate) with a subscription fee of $35 per month -- which comes with unlimited minutes and texts to and from the device. It'll be available starting February 1st. Get ready.

I think this is a perfect way for Verizon to extend the brand and solidify its own unique platform within the broadband/telecommunications world: I don't know what Verizon is calling it, but I'm going to say "Life Operations Management." The Verizon brand has become so strongly tied to the image of Blackberry that they needed to figure out a way of tethering the technology/ability to a more complete system for life management.

I'm assuming the Hub is primarily targeted towards the homemaker, or "manager" of a family's overall needs and activities, and I think this could potentially become a very effective differentiator, influencing entire families to become more complete and loyal Verizon users. Essentially, everything the "Verizon family" does could be connected and accessible to the varioous members, and I think many families will find that concept to be an extremely appealing possibility.

The problem, or potential issue I continue to see with Verizon and RIM's Blackberry, however, is the nascence of their marketplace-platform. With iTunes continuing to expand and become more comprehensive (with thousands of new apps created every day!), and Google, basically just being Google, with a massive amount of "liquidity" created through an ever growing line of products, it is hard to believe Verizon and Blackberry will be able to avoid having to partner with Google, who will end up being the only option they will have. Apple will undoubtedly come up with their own version of the Hub, which would scare the absolute hell out of me if I were Verizon.

It will be interesting to watch.

Smashing your brand

Anyone seen the new Hyundai commercial for their new Gensis Coupe? If not check it out here.

What struck me about the ad actually had little to do with the Hyundai brand strategy, because, for one, I don't think Hyundai has anywhere to go but up in terms of image, and two, I think the spot actually does a pretty decent job of communicating the "fast and the furious" mentality that the sporty little race car is going for. What did bug me was the Smashing Pumpkins' presence in it.

Is this really the association they want the public to have of their music and the people who listen to it? It's hard for me to believe they really thought this one through, because, as a long time fan, this really turned me off.

I've listened to the Smashing Pumpkins, on and off, for well over ten years now, and I have never thought of them as a group that supported the reckless, street racing culture. In fact, I don't know that I had ever put a specific label on their audience or the culture that I was a part of. And, I think that was the point...

Why, as a band (brand), would you broadcast to millions of people (by the way this was intended to be a Super Bowl spot), a VERY specific, cultural association? The strategy that I think many bands (brands) benefit from is being relatively undefined. They allow current and prospective fans and followers to cast their own feelings and experiences into the brand. Rob Walker illustrates this strategy really well in his book, Buying In. Think, Red Bull or Nike...Sure these brands have distinct personalities and associations--that is the essence of a brand, but they stay broad enough that they leave the door open for anyone to participate, or at least feel like they have the option.

Way to go, Billy Corgan, you've shut the door on me...your music has officially been associated with street racing punks. I never saw it coming.

Seriously, no iPhone App?

This is more of a general observation, but, at this point, why haven't more brands created their own app for the iPhone?

This really seems like a no-brainer to me. It's just the most game-changing, culturally significant, increasingly ubiquitous device/interface available today...what's the hold up? The iPhone app basically serves up the most targeted, customizable vehicle for your brand to become further infused into the lives of your consumers. Why are you not there yet? Whether you are a service company or a consumer product, you should be fully embracing this technology. You've had almost a full year to figure it out...where are you?

Miller High Life...as much as I loved your 5, 1-second spot strategy for the Super Bowl, you have still failed to create your own app. You know that beer drinking app? That should have been yours! Regardless of how long your Super Bowl time slot(s) were, I will gaurantee that a Miller High Life app would have gained a hell of lot more attention and brand-LOVE, while costing you a fraction of the price.

Hey, Charles Schwab...I have to say, I've been banking with you for only a year, but almost every interaction I've had has reinforced your brand message of making things easy and doing things that make sense. But, where is your banking app? That would certainly be something that made sense right now. Did you know Chase has one out already? We are all waiting....

UPDATE: Here is a nice slideshow from Viximo Studios on the branded iPhone app.

Top Chef: A vehicle for effective sponsorship

One of my favorite shows on TV right now is Top Chef. Part of my love for the show, I must admit, stems from my love for host Padma Lakshmi, but, primarily, Top Chef is great for anyone who loves and appreciates food and is completely fascinated by culinary expertise.

Now in its fifth season, Top Chef, takes a select number of America's "up-and-coming" food-smithes (usually around 20, I believe) through a series of culinary challenges to test their knowledge, creativity, speed, execution and overall stamina. This yearly competition has not only gained the respect and admiration of the entire culinary community, but, from what I can tell, has become THE premier vehicle for promoting food brands, too.

From Swanson's Broth to Diet Dr. Pepper, brands are cleverly inserted into "challenges," in hopes of becoming the key ingredient in each contestant's dish. It's actually quite brilliant...

Take for example, last weeks episode, in which, Quaker Oats, sponsored the "Quick Fire Challenge." Chefs were given 30 minutes to prepare a unique dish, using their assigned ingredient (i.e. poultry, beef, fish, fruit, veggies) and, of course, Quaker Oats. As I watched, it was amazing to me how many things could be derived from basic oats (which Padma smartly refers to as the "wonder-grain," prior to starting the challenge). When I think of oats, I think of oatmeal, granola, or, cookies, not using it as (a much healthier version of) the "breading" on my fried chicken. Earth Time, quotes former contestant, Spike Mendelsohn, who agreed:

"As viewers saw on last night's show, Quaker Oats are nutritious, affordable, and one of the most versatile foods you'll find," said Chef Spike Mendelsohn, Top Chef Chicago chef'testant and owner of Washington, D.C. hotspot, Good Stuff Eatery. " From an oat-based pie crust to a spicy oat-crusted chicken, Quaker Oats can be enjoyed throughout the day, extending a recipe and your wallet beyond the breakfast table. The Quaker Oats Viewer Quickfire Challenge is a really unique way for people to showcase their culinary talents with great-tasting Quaker Oats."

Quaker adds...

As a trusted source of nutrition for more than 130 years, Quaker Oats are an easy and delicious way to add whole grains to your diet that gives you both value and nutrition. In fact, oats are one of the most studied foods for their heart health benefits. Quaker has more than 25 years of clinical proof that the soluble fiber from oats can help lower cholesterol as part of a heart healthy diet. At only about 40 cents per serving, Quaker Oats also provide essential nutrients, including thiamin, iron and fiber, which are lacking in most Americans' diets.

Broadcast on a national stage with a (very) rough estimate of 2.5 million viewers per episode, Quaker Oats, was able to raise awareness of the overall health benefits of oats, as well as extend the grain's perceived use and relevance in the mind of the health concious consumer. And, who else but the market-dominator, stands to benefit from an increase in oat use? Yeah, brilliant...

There is no doubt, this episode will encourage me to look for more ways to insert oats in my life. And, that's what it's all about, right?