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I really don't like the new round of Pepsi logos. They are a simple, yet ridiculous warping of the existing logo... but for what purpose? Give them a fresh new image? Can that not be accomplished with a "traditional" campaign of TV, print and web? Nope...some executive said "NEW LOGO TIME" and the rest is history. Oof.

Can you guess how much that simple warping of the old logo cost them? Oh, probably millions. How does an agency justify such a high price tag? By creating an unbelievably huge design brief. I could go on for hours about how ridiculous this is, and how this perfectly illustrates the insanity of large agencies....but I'll let the article do the talking:

Click to read. Prepare to be amazed.

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Creation Gardens, one of our oldest clients, continues to build on their reputation as being a customer-focused, progressive company. Here's the overview of their new Ecosteward program:

 Ecosteward by Creation Gardens is a free program for our customers who want to
lower operating costs and reduce waste by going Green. With a custom-designed
plan intended to reduce kitchen operating costs, provide sophisticated marketing
materials and quality products, Creation Gardens can help each participating
Ecosteward Restaurant build a following of loyal, appreciative patrons who want
to do good for the environment.

What does this mean for Creation Gardens customers?

We now offer a free Ecosteward Cost-Cutting Consultation

• Free onsite consultations to help area restaurants make their kitchens more green.
• By using only the most cost-effective measures, restaurants can save money, help the environment and become Ecosteward Certified!
• Ecosteward Certified restaurants receive free marketing materials to help attract loyal customers
  
• Restaurants can inform and educate their customers about the program with free marketing materials such as:

Flyers
Window Stickers
Table Tents
Use of Ecosteward Logo

We now have an expanded, “green” restaurant staples division.

• Food staples
  
• Compostable containers
  
• Green cleaning products
  
• more!

A portion of all Creation Gardens profits goes into the Ecostewardship Fund; a fund dedicated to
supporting local social and environmental organizations.

Please call Michael Drane, Director of Sustainability, to kick start your green action
plan today! 502-457-4147.

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I don't go to Starbucks all that often. I know many people claim to be addicted to their overpriced caffeine concoctions, but I'm just not much of a coffee guy. But, I found myself there not too long ago for a meeting with a colleague. He wanted to do Starbucks, so..what the heck. 

When I first step into any kind of store, I often find myself looking around and taking everything in. How is the product arranged? Are they pushing anything in particular? That's when I noticed a sign right in front of the counter. "Perfect Oatmeal".

Now, before I rant...let me make one thing clear. I've had a perfect bowl of oatmeal. Years ago I was traveling on business to Vancouver. I was staying at a pretty nice hotel and made my way downstairs bright and early for a nice breakfast in the restaurant. After looking over the menu, nothing was really screaming at me. So, I asked the waiter "Any chance you have oatmeal?" "Sure! No problem."

The waiter quickly brought out a LARGE white bowl filled to the top with perfectly textured oatmeal. In addition, he also placed neatly around the large bowl several small decanters filled with cream, butter, brown sugar, and raisins. For something that wasn't on the menu, this was one amazing bowl of oatmeal.

So, with that in mind... I was curious to see Starbuck's take on hot cereal perfection. I place my order, and the lady at the front counter was very open about the preparation. Did she dip into a big, hot cauldron of ready-made oatmeal? No, she took out a small paper packet of instant oatmeal (Quaker?), ripped it open, put the contents into a small paper cup, put hot water in it, handed it to me and said "Might want to wait a minute or two...it's still cooking." Oh, and to be fair, she also handed me a small cellophane baggy with dried fruit.

There you have it folks. Starbucks' take on the perfect bowl of oatmeal. The cost? Over $3. Fifty cents extra for the pieces of dried fruit!! I guess somebody has to pay for the cushy chairs.

In the age of cynicism and blowhards like myself, what is Starbucks thinking? First of all, I realize that "perfect" is a subjective term. Somebody out there probably thinks that it is, in fact, the most perfect bowl of oatmeal they've ever had. But seriously? Opening the packet of instant oatmeal in front of the customer, pouring in water, charging $3, and claim that it is flawless?

Are you doing anything similar with your business? Are you or your salespeople overselling something that your clients see as expected or ordinary? I can't tell you how many prospects I sit with are able to talk endlessly about just how fantastic their product/service is. They will go on and on about how THEY have the answer to every problem out there. Then, when push comes to shove... you learn that they have faults just like everybody else.

Don't let your sales and marketing people oversell your product. If you paint everything you do in glowing terms, your clients will be quick to jump on the smallest of mistakes and point out where you fall short and how you aren't what you claim to be. Instead...and here's a novel approach... be honest! How about "We're not perfect, but we do work extremely hard. When we make mistakes, we do our absolute best to learn from them and make sure we don't repeat the same mistake twice. If you trust in us, we'll be extremely responsive and stand behind you every step of the way." Sounds comforting and real, doesn't it?

 

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