THOMPSON: The art, science and voodoo of building a brand - iNFOnews | Canada News Media
Connect with us

Art

THOMPSON: The art, science and voodoo of building a brand – iNFOnews

Published

 on



(DON THOMPSON / iNFOnews.ca)

June 22, 2020 – 12:00 PM

 


OPINION


Business and marketing people love to talk about branding.

There are literally thousands of books published every year on the topic. Executives in companies – large and small – eat, drink and breathe it…and in varying degree practice the art, science and voodoo that is branding.

When I was in my 20s, I worked for General Electric in Washington, DC. Back then, three or four years at companies with strong branding reputations – like GE and Procter & Gamble – meant you could double your salary with another company…solely based on your branding experience. Sometimes though with branding…like anything in life…you can’t discount dumb luck. More on that later.

Branding – taken to its lowest common denominator – is what we have in mind about any given product, service, company or individual…a gut-level feel. The truth is we all practice branding. We make an impression – good or bad – on everyone we meet.

Think about it…don’t like Bob? Probably a bad job of branding on his part. We know detergents and cars can be poorly branded….but just as easily Bob can be a lousy marketer of Bob.

Sometimes bad branding can ruin a name or image forever. How many boy babies do you know named Adolf? You’re not going to see that toothbrush moustache ever come back in style either.

Often it’s simply guilt by association. Fifteen years ago, Hurricane Katrina dethroned Katrina from the top 100 names for girls…a spot it held for more than 30 years. The point…brands stick…good and bad.

Building a good brand isn’t easy. It takes consistent messaging over time…and focus…you can’t be everything to everyone. People have to have a clear picture of your brand. The most successful brands worldwide do this well…think MicroSoft and Coca-Cola…Apple and Google.

But even the great ones can make horrible mistakes in global markets. Coke, for example, put up thousands of billboards and posters in Taiwan, only to learn the Taiwanese characters for Coca-Cola phonetically meant either “A Female Horse Stuffed with Wax” or “Bite the Wax Tadpole.” Take your pick…but I’m guessing Coke didn’t like either image.

Others make mistakes…but simply refuse to admit them. Standard Oil of New Jersey…which later became Exxon…marketed Esso gasoline in Japan in 1962. Trouble is…spoken phonetically Esso means “stalled car”…hardly a desirable name for fuel. Even so, the Esso brand – unchanged – was used until 1999 in Japan.

You might suppose big companies could afford a good translator…but branding blunders from poor translations abound. Ford scored a Daily Double in 1972 in two languages when it introduced its Pinto car in Brazil…where the name meant “tiny male genitals,” and in Belgium its tagline “Every car has a high-quality body” translated into “Every car has a high-quality corpse”.

Sometimes you just get lucky in building a brand. At GE, I was looking for an eye-catching event to demonstrate the impact strength of LEXAN polycarbonate. Clint Eastwood’s “Dirty Harry” movie and sequels “Magnum Force” and “The Enforcer” were popular in the early and mid-1970s…so I found a police chief who actually used a Smith & Wesson Model 29 – .44 Magnum in Virginia.

We set up a two-inch-thick piece of LEXAN and with a throng of media on hand…the police chief was to fire three rounds directly into it from 15 feet away. Literally, moments before the demonstration the police chief – who was running for re-election – suggested, “Why don’t I let my Sergeant shoot at me standing behind the LEXAN?”

I knew – having actually tested it several times – that even a .44 Magnum couldn’t penetrate the clear panel…and agreed to let him do it. Luckily, there wasn’t a single company lawyer present.

So, with television crews and photographers in place, the uniformed police chief calmly stood behind the LEXAN…his arms folded across his chest as the Sergeant fired three rounds in quick succession.

The police chief never blinked…and the .44 Magnum bullets were suspended in the polycarbonate. The brand was forever set in the minds of millions who saw it on news segments that night…LEXAN is indestructible…“Dirty Harry” tough.

LEXAN had record sales the next year…it was the product of choice in everything from aircraft windshields to bank teller security walls. It was branded the go-to indestructible product. And the police chief…yeah, he was re-elected in a landslide.

Sometimes even the best advertising minds don’t always bridge cultural gaps. When Pampers entered the Japanese market…it ran the same ads and commercials as in the United States…which showed a cartoon version of a stork telling confused viewers the advantages of Pampers. Trouble is…the folklore of storks delivering babies was never part of Japanese culture.

Humour can help build a brand…but it can be dicey, too…who determines what’s funny? I once lived in a lovely beach community in Florida…Bonita Springs…known for great salt water fishing. Every day I drove past a small fishing tackle shop with its huge signage, “Master Bait and Tackle”…which some thought funny…and others found offensive.

Even worse, when I lived in Delaware working for the Du Pont Company, I regularly drove past a smaller company…proudly displaying its name on its building…“Analtech”. Really, did no one sitting around the conference table ever say, “You know what…do we maybe need to revisit this name thing?”

And while I get the humour in the name of a restaurant in Tahlequah, OH…“Sam and Ella’s Chicken Palace”…I’ll never forget how unfunny getting Salmonella food poisoning was!

But, if you’re fascinated with branding and want to learn more…not to worry…there was yet another book on the subject published today.

— Don Thompson, an American awaiting Canadian citizenship, lives in Vernon and in Florida. In a career that spans more than 40 years, Don has been a working journalist, a speechwriter and the CEO of an advertising and public relations firm. A passionate and compassionate man, he loves the written word as much as fine dinners with great wines. His essays are a blend of news reporting and opinion.


We welcome your comments and opinions on our stories but play nice. We won’t censor or delete comments unless they contain off-topic statements or links, unnecessary vulgarity, false facts, spam or obviously fake profiles. If you have any concerns about what you see in comments, email the editor.

News from © InfoTel News Ltd, 2020

Let’s block ads! (Why?)



Source link

Continue Reading

Art

Calvin Lucyshyn: Vancouver Island Art Dealer Faces Fraud Charges After Police Seize Millions in Artwork

Published

 on

In a case that has sent shockwaves through the Vancouver Island art community, a local art dealer has been charged with one count of fraud over $5,000. Calvin Lucyshyn, the former operator of the now-closed Winchester Galleries in Oak Bay, faces the charge after police seized hundreds of artworks, valued in the tens of millions of dollars, from various storage sites in the Greater Victoria area.

Alleged Fraud Scheme

Police allege that Lucyshyn had been taking valuable art from members of the public under the guise of appraising or consigning the pieces for sale, only to cut off all communication with the owners. This investigation began in April 2022, when police received a complaint from an individual who had provided four paintings to Lucyshyn, including three works by renowned British Columbia artist Emily Carr, and had not received any updates on their sale.

Further investigation by the Saanich Police Department revealed that this was not an isolated incident. Detectives found other alleged victims who had similar experiences with Winchester Galleries, leading police to execute search warrants at three separate storage locations across Greater Victoria.

Massive Seizure of Artworks

In what has become one of the largest art fraud investigations in recent Canadian history, authorities seized approximately 1,100 pieces of art, including more than 600 pieces from a storage site in Saanich, over 300 in Langford, and more than 100 in Oak Bay. Some of the more valuable pieces, according to police, were estimated to be worth $85,000 each.

Lucyshyn was arrested on April 21, 2022, but was later released from custody. In May 2024, a fraud charge was formally laid against him.

Artwork Returned, but Some Remain Unclaimed

In a statement released on Monday, the Saanich Police Department confirmed that 1,050 of the seized artworks have been returned to their rightful owners. However, several pieces remain unclaimed, and police continue their efforts to track down the owners of these works.

Court Proceedings Ongoing

The criminal charge against Lucyshyn has not yet been tested in court, and he has publicly stated his intention to defend himself against any pending allegations. His next court appearance is scheduled for September 10, 2024.

Impact on the Local Art Community

The news of Lucyshyn’s alleged fraud has deeply affected Vancouver Island’s art community, particularly collectors, galleries, and artists who may have been impacted by the gallery’s operations. With high-value pieces from artists like Emily Carr involved, the case underscores the vulnerabilities that can exist in art transactions.

For many art collectors, the investigation has raised concerns about the potential for fraud in the art world, particularly when it comes to dealing with private galleries and dealers. The seizure of such a vast collection of artworks has also led to questions about the management and oversight of valuable art pieces, as well as the importance of transparency and trust in the industry.

As the case continues to unfold in court, it will likely serve as a cautionary tale for collectors and galleries alike, highlighting the need for due diligence in the sale and appraisal of high-value artworks.

While much of the seized artwork has been returned, the full scale of the alleged fraud is still being unraveled. Lucyshyn’s upcoming court appearances will be closely watched, not only by the legal community but also by the wider art world, as it navigates the fallout from one of Canada’s most significant art fraud cases in recent memory.

Art collectors and individuals who believe they may have been affected by this case are encouraged to contact the Saanich Police Department to inquire about any unclaimed pieces. Additionally, the case serves as a reminder for anyone involved in high-value art transactions to work with reputable dealers and to keep thorough documentation of all transactions.

As with any investment, whether in art or other ventures, it is crucial to be cautious and informed. Art fraud can devastate personal collections and finances, but by taking steps to verify authenticity, provenance, and the reputation of dealers, collectors can help safeguard their valuable pieces.

Continue Reading

Art

Ukrainian sells art in Essex while stuck in a warzone – BBC.com

Published

 on


[unable to retrieve full-text content]

Ukrainian sells art in Essex while stuck in a warzone  BBC.com



Source link

Continue Reading

Art

Somerset House Fire: Courtauld Gallery Reopens, Rest of Landmark Closed

Published

 on

The Courtauld Gallery at Somerset House has reopened its doors to the public after a fire swept through the historic building in central London. While the gallery has resumed operations, the rest of the iconic site remains closed “until further notice.”

On Saturday, approximately 125 firefighters were called to the scene to battle the blaze, which sent smoke billowing across the city. Fortunately, the fire occurred in a part of the building not housing valuable artworks, and no injuries were reported. Authorities are still investigating the cause of the fire.

Despite the disruption, art lovers queued outside the gallery before it reopened at 10:00 BST on Sunday. One visitor expressed his relief, saying, “I was sad to see the fire, but I’m relieved the art is safe.”

The Clark family, visiting London from Washington state, USA, had a unique perspective on the incident. While sightseeing on the London Eye, they watched as firefighters tackled the flames. Paul Clark, accompanied by his wife Jiorgia and their four children, shared their concern for the safety of the artwork inside Somerset House. “It was sad to see,” Mr. Clark told the BBC. As a fan of Vincent Van Gogh, he was particularly relieved to learn that the painter’s famous Self-Portrait with Bandaged Ear had not been affected by the fire.

Blaze in the West Wing

The fire broke out around midday on Saturday in the west wing of Somerset House, a section of the building primarily used for offices and storage. Jonathan Reekie, director of Somerset House Trust, assured the public that “no valuable artefacts or artworks” were located in that part of the building. By Sunday, fire engines were still stationed outside as investigations into the fire’s origin continued.

About Somerset House

Located on the Strand in central London, Somerset House is a prominent arts venue with a rich history dating back to the Georgian era. Built on the site of a former Tudor palace, the complex is known for its iconic courtyard and is home to the Courtauld Gallery. The gallery houses a prestigious collection from the Samuel Courtauld Trust, showcasing masterpieces from the Middle Ages to the 20th century. Among the notable works are pieces by impressionist legends such as Edouard Manet, Claude Monet, Paul Cézanne, and Vincent Van Gogh.

Somerset House regularly hosts cultural exhibitions and public events, including its popular winter ice skating sessions in the courtyard. However, for now, the venue remains partially closed as authorities ensure the safety of the site following the fire.

Art lovers and the Somerset House community can take solace in knowing that the invaluable collection remains unharmed, and the Courtauld Gallery continues to welcome visitors, offering a reprieve amid the disruption.

Source link

Continue Reading

Trending

Exit mobile version