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|Ross Murray's Border Report|
Branding: Not Just for Cattle Anymore
This brand is looking a little tired.
Introduction: A New Ross Murray for a Sort of New Millennium
While the Ross Murray brand has seemingly withstood the test of time, it has not withstood the test of sitting cross-legged quietly for extended periods, to wit Ross Murray causes numbness and can be a pain in the ass.
Moreover, certain aspects of the traditional Ross Murray brand are no longer operative, namely tipsy freestyle dancing at 2 a.m. and, more to the point, staying awake until 2 a.m.
In order to remain relevant in the marketplace and elegant at the bus stop, it is essential that the Ross Murray brand be updated for the times, solidifying current audience penetration, stimulating new penetration, and trying to make that seem way less dirty than it sounds.
Methodology: I'm With the Brand, Brand on the Run, and All the Other Brand Puns
The roadmap consisted of the following: consumer data acquisition, cross-platform brand alignment, vertical snack deployment, post-strategic napping and dynamic Twitter feed assessment.
Consumer Data: Is Ross Murray Super Amazing or Merely Amazing?
The researchers asked the respondents to list the attributes that come to mind when they think of the current Ross Murray brand. Key descriptives included: indecorous, wobbly, blue-ribbon, cake-like, Swedish, dank, peaty, wafting, drinkable and Vera Lynn. In short, the respondents were no help whatsoever.
Instead, we asked Wally to complete the following statement: "If someone knows nothing else about Ross Murray, they must know (fill in the blank)," to which he replied, "- -that Ross Murray's greatest revelation came as a child when he realized that his friends’ moms had first names."
Emboldened by this success, the researchers asked Wally what misconceptions consumers have about Ross Murray, to which he replied that "Ross Murray isn't angry; that's just how he looks."
From this collected date, we concluded that Ross Murray is perceived as being like a comfortable pair of shoes: leathery, worn out and pretty rank if allowed to get wet.
Slippers and sweats: on brand
Alignment of Attributes: Saying the Doing and Doing the Saying and the Thing With the Other Thing
Competing Brands: Making Envy Work… For You!
Visuals: There Is No "Eye" in "Imagery"
The Ross Murray Brand: The Same But Differenter
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