February 2005 Archives
Feb25

Barry ‘Bad Brand’ Bonds

Posted at 1:21 AM • View Comments

Man, talk about knowing the proper way to just ruin your image.  I watched bits and pieces from the Barry Bonds press conference two days ago.  My first impulse was to write about it the next day, but then I decided to wait a day to see if I settled….nope, didn’t happen.

The thing that bothers me the most is that he gets a pass because he’s still performing.  Who cares?  If he wasn’t, then he wouldn’t run the show at the conference and he would be booed into an oblivion on the field.  I think it’s the biggest hypocrisy to let him play.  If it was a utility infielder for the Devil Rays, then I bet he’d be punished.  It would be one thing for special treatment on a suspension for fighting or yelling at an ump, etc., but you’re letting this man affect the integrity of the game.  That’s just wrong and blatant disrespect for the men of the past.

Outside of San Fran, this guy has everything going against him from an image standpoint.  He has since day 1 of his career.  His communication skills are lacking to put it mildly.  I’m acquainted with a sports caster for a news station in south LA, who played with Bonds at ASU.  He’s confirmed that he was an ass in college.  Ok, so fans are disgruntled with you before you ever got close to the record because you treated the media like shit, so naturally the fans perceive you as such.  You do nothing to clean up your image with them.  Young players, some of which idoled you coming up, you have treated like garbage…like they were below you (source is a former LSU player).  Initiation is one thing, but disrespect is another.  So most players and most media don’t like you.  The fans are an extension of the media.  What do you do?  You act like a coward in front of the entire nation and press.
1) You cheated.  Don’t act ignorant like you don’t know what steroids do.  Yeah, they won’t help me hit a ball because I never could.  But you can.  One of the great players in baseball called a HR nothing more than a long fly ball.  Without the roids, you’d probably be pushing for #550 by the end of 2005.  Seriously, that extra quickness in your hands, was created by the extra strength given to you by roids.  How many injuries were you able to cruise through because of the quick recovery time offered by the drug?  Class lesson:  Muscle is buily by having tears on the fibers.  Scars form on the muscle, which turn into tissue, thus making your guns bigger.  Scars require recovery time.  Roids increase recovery time, so yes, you cheated.
2) You lied.  All you have to do is bring your game face for 162 games a year and maybe some playoffs.  We understand that you’re going to have several off days.  We all do.  However, your side job year round is to maintain your body.  You remind me of Eddie George or Steve Finely in that regard.  They are some of the most meticulous athletes when it comes to their bodies.  Nothing goes in or on them without their full knowledge.  You knew what you took.  You have your own fucking food table in the clubhouse!
3) You have trouble with reality. 
    A) The media lies.  Yeah, they distort the truth (the news much more than sports).  Yeah, they over-exaggerate sometimes.  Yeah, I and most, are hesitant to believe certain things.  We consider the source.  I’d put my money on anything Peter Gammons or Tim Kurkjian spews out.  They are credible sources.  You see them after every game, so you know who the good ones are.  Don’t pull crap like asking a reporter who his source is and then after he tells you act like that reference is not accurate.  You froze like a deer in the headlights and your eyes lifted up to the left. 
    B) The fans are supportive.  Yeah, maybe in SF and I bet it’s not even the majority.  The fans are baseball.  They are not supportive of what you’re doing.  They want to know why your messing so much with their game.  They want to know why they have to discuss an asterisk on the assured record. 
    C) Don’t give me race.  I’m so sick of this race card from all sides.  It’s 2005.  Please, let’s move on!  There are way too many factors.  Yeah, Ruth played in a segregated league….some guys with juiced balls…some guys with higher mounds….with lower mounds…could go on forever.  You’re a victim!?  Keep thinking you are one and you will be.  Is your mind that weak?  I know one part of it isn’t because when you stand in that little 4 foot box you put it all into that charge.  Hank Aaron doesn’t say much, but has refused to show up for the ceremony in the event that you hit 756.  He’s trying to tell you something.  Last I checked, he’s black, so I’m sure his motives are pure.  Also, he’s had to put up with a ton more than you.  Well, maybe not in quantity of issues, but his disturbances were not self-imposed unless you blame his parents for having him.  I could see you doing that though.
4) You whine (many pros do).  When you took the job, you knew that the media was going to be coming into the locker room after the game.  You’re compensated heavily.  You’re free agent ancestors are to blame.  If you don’t like it, then quit and go sell some insurance or something.  Don’t give us this crap about the media never comes to our place.  The country is not interested in how much ad-space I sold for the day. 

If I had the network, I’d like to combine my passion for marketing and sports.  I’d work for an agent and tutor his clients along with their image.  Some guys deep down are amazing people, but people don’t quite get them for whatever reason.  "I want you to be like the guy in the rated R movie, you know, the guy
you’re not sure whether or not you like yet. You’re not sure where he’s
coming from," Vince Vaughn, Swingers.  The guys such as A.I., Bobby Knight or the opposite side of the spectrum such as Barry Sanders. 

Solutions (on the major assumption that he’d actually listen to someone else): Barry.  1) Tell them that you at least had an idea that the substances were enhancing your performance.  2) Tell them that you really do care about the records.  Fans are not stupid.  They don’t believe that you’re playing just out of love.  You’re playing for your legacy.  You may not have one after this is all said and done.  3) Tell them that you are retiring.  If you care about the men before you, then you will cherish not tainting some of the most coveted records in this country.  You will still be HOF bound because you were above the required numbers across the board before this garbage first surfaced.

I think it would be cool if no one ever pitched to him again.  Just walk the hell out of him.  Let him own that walk record and put an asterisk on that.  *Attained as a way to stop the bleeding.  An initative by the players for the game.  I know it won’t happen, but can you imagine the message?

Is there any other way to restore what’s left of his brand image or to restore his legacy?  I love to see some comments.

Feb23

GM’s Marketplace Strategy

Posted at 11:32 AM • View Comments

Yesterday, I went to hear Betsy Lazar speak at the AdClub of New Orleans luncheon with one of my co-workers.  Betsy is the General Director for Media Operations at GM.  She is quite intelligent and definitely knows her product.  Mrs. Lazar seems like the type of person who stays focused on what she needs to do and does not steer from the path.  She mentioned many things such as their preferred medium for new product rollouts to the new forms of media that will infiltrate our lives.  Nothing really surprised me except when she mentioned valet tickets.  I really need to get into a major market so I can experience some of these things. 

When she mentioned new product rollouts such as their most recent Vette,  I thought it would be television, but she classified it something along the lines of ‘interactive motion,’ which I understand.   In addition to television, new rollouts are going to included a good amount of motion on cell phones and blogs…nothing new there.  Also, she focused on new product tie ins.  For instance with the Oscars, they will unload a new ad campaign for the GM family.  Moreover, they will use Caddy as the main vehicle sponsor.  I thought the one great part of the speech is when she talked about the Oprah giveaway.  It was cool to hear about how much numbers, sales and calls increased about the new G6; furthermore, about how they had to do the show earlier than they had hoped.  Scary to think how much higher things would’ve been had they been able to do it at their ideal time.

I was a little disappointed in her presentation.  The PowerPoint was good, but she read off of her piece of paper.  It wasn’t interactive, which I thought was odd because she spent much time talking about how customer interaction is key.  When the questions came, she seemed to have predetermined answers.  Questions she could not answer…she seemed to not really answer the question.  It wasn’t meant to be a drilling session so no big deal.

She is knowledgeable about her industry and her product, but I wish she’d been more engaging with the audience.

Feb15

Honeywell Lacks Sweetness (Brand Image)

Posted at 10:00 AM • View Comments

Jennifer Rice has an interesting post about Honeywell’s lack of true brand management.  I thought I’d point it out because it proves what I try to get across to my clients everyday.  I echo her thought that branding should not be left up to an agency, but should be a function of the business itself.

Feb7

The Real Mardi Gras

Posted at 3:59 PM • View Comments

Okay.  I’m tired of this.  Every year a great party takes place on this earth.  It’s called Mardi Gras.  Most of the public (outside of New Orleans and the people who travel here) thinks it’s just a bunch of meaningless parades and an excuse to get drunk.  Not true…much culture and religion is at the base of this celebration.  Three things happen every year though:
1) the national media thinks there is a cause for concern because of the safety
2) other cities try to copy Us and it never works right (Us=New Orleans, Mobile, parts of the Caribbean, Galveston)
3) Girls Gone Wild releases  a new video.

National media go away.  You are not here and you have no idea what you’re talking about.  If it’s such a problem, then why do more and more come by to see us every year?  Unless you are from here, you can’t understand the tradition and culture embedded in the people of New Orleans.  I don’t care how many books you’ve read or how many people you’ve talked to.  The only way you can be adopted into this city is to experience it.

Other cities (places in TN, TX, PA, etc.) that try to turn this into a big tourist event.  It never works.  There are always major problems with the people.  Why?  They don’t understand what it’s about.    You can’t recreate this atmosphere.  If you’re starved for a cultural event all your own, then start something great.

The perception of the event has become that of what is seen on GGW videos.  Problem with that is all the people flashing are from out of town.  I’ve been to MG for over 20 years (that’s hard to imagine for me), and I’ve never known or been associated with someone who’s flashed for a pair of plastic beads.  I know many people from many walks of life, so I’ve got a good variety from which to choose.  This is not what MG is about.  Yeah, it’s on Bourbon.  I don’t have a problem with it because if it keeps them coming, then so be it.  If they come enough, they’ll eventually realize that flashing is not what it’s about.

Last night, I was at Bacchus with my family.  It’s traditionally one the biggest and most popular parades.  Even though it started the same time as the Super Bowl, the crowd was at its normal size…shoulder to shoulder.  They had people from TX next to us, people from FL and locals.  They were dancing to the marching bands that passed by and really getting into it.  It was wonderful to see so many different types of people come together and party.  That’s what it’s about. 

I saw about 5 minutes of the game.  I thought a lot about how all of my friends around the country were watching the game and had no idea what was going on here.  Moreover, I thought about how on Tuesday (MG Day) national clients would be pissed because our office would be closed.  The city will be shut down virtually (not our faults, the King of Rex declares it).  I thought about how cool it was that for those several hours of the day, during the parades,  I was able to live in almost a commercial free zone.  I can’t say that for the Super Bowl.  It was really cool and a nice break.

Having said that, we (New Orleans) need to find a way to change the perception of the way MG is viewed throughout the country.  We need to create a brand stronger than GGW.  I respect the guys who invented it from a business standpoint.  Plus, they’re from the Big Easy, so more power to them; but we need to find a way to make sure that the national media doesn’t misrepresent us.  I love seeing the faces of new comers to our little bit of culture.

Feb2

Bush League

Posted at 3:09 PM • View Comments

Amazing how successful the vote went in Iraq.  I will admit I was as skeptical as the next person.  However, it was just beautiful.  For the short time I was able to see the news, it was just an awesome sight to see people doing what they’ve been literally dying to do.

The first Presidential election I was allowed to vote in was 2000…absentee Bush.  I was quite young, but Gore came off as arrogant to me.  I guess I was dumb, but I just didn’t get what he was about.  I wasn’t too crazy about Bush, but when I went to vote for Nader someone close to me scolded me for wasting my vote.  I’m glad I didn’t vote for Gore becasue he’s turned into a fire and brimstone preacher…neither here nor there.  In 2004, I voted for the incumbent again…in person.  Again, I wasn’t too crazy about his going into Iraq decision, but I thought he kicked ass on 9/11 and the war shortly after; so, I felt as though I’d seen him tested.  However, I knew that fully pulling out of the country, as Kerry was pushing, scared me way more in the long run than staying.  I have friends that are over there and are constantly saying how the situation is nothing like what is seen on TV in America.  Not all of them like Bush or agree with his premises, but they are in unison about being annoyed with the media.

The point of this post stems from an article I read.  I get pissed off at the spinelessness of people in the country.  Especially the people who have influence.  The people mentioned in this article have great influence and when they’re wrong say nothing.  How do we respect people like that?  Moreover, why is our country so defensive and afraid to take a stand?  On the other side of the coin, if thousands of people had been killed at the polls, then I would expect our President to admit to his mistake. 

I don’t agree with you fine.  It’s not possible to agree with everyone, but I have the balls to pick my battles, agree to disagree and admit when I’m wrong.  I live in the south.  I have friends in the northeast who are exact opposite of me on most issues and candidates.  We discuss, we agree to disagree and move on.  They are still some of my best friends.

We need to make a change.  One by one can we start being accountable for our actions.  I’m old enough to have voted in two elections, so let’s start with my generation.  I’m open to ideas.