I belong to a professional organization called United Adworkers. Here's the latest letter from the president:
The other day I was thinking,
what if someone introduced a
product called Brand X. You
know, the brand that
continuously gets its ass kicked
in those side-by-side TV
commercials. It never makes
your shirts whiter. It doesn't
fight cavities. It never makes a
better pie crust. So what would
happen if someone actually
"reformulated" Brand X so it'd
actually win those head-to-head
competitions? That would be a
fun ad campaign to work on.
Talk about the ultimate missdirect.
It'd be like Charlie
Brown finally getting to kick
Lucy's football! Everyone has
heard of Brand X. So everyone
would buy it, right?
Or would they? Can you take
something that has a negative
perception and make it great in
the eyes of consumers? Or take
something that is at best
mediocre and make it better?
Consider AirTran and its efforts
to take over Midwest Airlines.
As a brand, Midwest Airlines has
set itself apart as unique in a
parody category. There's an
emotional connection to
Midwest that is personal and
positive. That's the definition of
a strong brand: the sum total of
all the emotions you have about
a certain company.
AirTran, not so much. In my
book they are Brand X.
Is it just me or do they remind
you of a middle-aged guy trying
to pick up the hottest woman in
the bar? "Hey baby, I love every
bone in your body -- especially
mine." She continues to spurn
his advances but he's just not
hearing it. All she wants is to be
left alone to enjoy her evening.
But he keeps working it,
dressed in a burgundy V-neck
sweater, his thick hairy chest
exposed along with all sorts of
gold chains. Thankfully his
Members Only jacket was left in
the car - probably a Buick.
So can a McCoy and a
Rockefeller ever find true love?
Rarely. Do you remember
Tombstone Pizza before Kraft
bought them?
Joseph Leonard, the President
of Atlanta-based AirTran
believes he can improve the
product. But what he's really
trying to do is improve Brand X.
Case in point: recently, he said
that because passengers love
the Midwest cookies so much,
AirTran will also offer cookies.
They won't be baked on the
plane, but they will be available.
Not baked on the plane? Hello,
McFly! That's precisely why
they are so special. What he
fails to understand is that
Midwest isn't just making
cookies on those flights - they're
making a brand. That sweet
aroma makes passengers feel
good. It makes them feel
positive. Secure even. When
I'm on a Midwest flight and I
look at the world from 30,000
feet, I see lakes, streams and a
beautiful landscape. When
Joseph Leonard views the world
from 30,000 feet he doesn't see
anything because his little
plastic window is closed.
As you can tell I don't want this
takeover to happen. While I
understand how it may be best
for all shareholders involved,
but I'm being selfish.
Milwaukee has tried forever to
establish its own identity.
Midwest Airlines in many ways
helps perpetuate our everimproving
image. This takeover
won't be good for Milwaukee
and it especially won't be good
for the local advertising and
design community. Yeah, we
have our little advertising and
design awards show every year
(incidentally, entries for the
Milwaukee 99 are due June 1st)
and we have our fun golf outing
(June 21th), but as marketing
professionals we try to help our
clients build and sustain their
brands. And this is one brand
worth keeping right here in
Milwaukee. You all know how
much I hate it when local
businesses hire out-of-town
agencies and design firms. But
I hate it even more when local
businesses become out-of-town
businesses.
There's a social consciousness to
being in advertising, a "do the
right thing" mentality that many
of us try to live by. That's one
reason this club gets
complements from all the
speakers and judges who come
into town. We are not always
about our own egos, we're about
what's right.
Protecting great brands is right.
Keeping them in Milwaukee is
even more critical. To our success
as a city, and as an industry.
Midwest Airlines is a great brand.
It would be a shame if the people
in the community of creating
great brands didn't do something
to show support.
By way of this, the entire
Adworkers board is asking for
your help. Go to
SaveTheCookie.com. Sign the
petition, buy a t-shirt and let your
voice be heard.
Do the right thing. Help save our
hometown airline. Don't let
Brand X win.
--Prez Hanneken
