Cadillac ran into a period where
the product (and therefore, the brand) did not live up to the name

In a meeting a few years ago, I used the cliché “from soup to nuts� to describe the comprehensive nature of a particular project.

I was met with a blank stare from a designer roughly 15 years my junior. “What does that mean?� he asked. “You know, soup to nuts,� I said, as if that somehow explained it. I really had no idea of the origin of the saying, I just knew what it meant, sort of.

“The Cadillac of…”

It got me thinking about the use of various sayings and clichés. One in particular sticks out because of the era in which I grew up. Have you ever heard someone say “This is the Cadillac of…” then name a product?

Does this saying still have the same meaning and if so, to whom? What’s the demographic now? My grandfather aspired to own a Cadillac, the ultimate status symbol of his time. But Cadillac ran into a significant period where the product (and therefore, the brand) did not live up to the name. In the past few years, they seem to have brought back some of the quality, fit and finish for which they were once known.

A Cross Over

I recently saw a television commercial for Cadillac’s SRX Crossover SUV. It ends with the phrase “The Cadillac of Crossovers.”

There’s genius in that for several reasons. The product is aimed at someone my age (40+) who remembers, wistfully, the glory days of Cadillac. It’s a play on words that, by inference, puts the brand back on a pedestal. And, it re-introduces the notion of being “the Cadillac of…â€? to those cognizant of the phrase, and sets the groundwork for a younger audience to also make that connection.

In conclusion, the Cadillac website is not the Cadillac of speedy loadtimes, but this is the Cadillac of all blog articles.

Image: Rennett Stowe

Everyone had the same playbook.

Rolling Out the Welcome Mat

I attended my first Notre Dame football game this fall. I arrived on campus Friday at about 11am and the place was already buzzing with fans making their pilgrimage to the land of the Golden Dome.

Eight Times, The Charm

We pulled into the parking lot by the bookstore and as I climbed out of the car I heard a very pleasant voice say these simple words, “Welcome to Notre Dame.� I looked up and saw the gentleman who was directing traffic into parking spaces. As we walked toward the bookstore, again, I heard, �Welcome to Notre Dame!�

We attended several events prior to the game and I counted eight times I was directly, personally welcomed to Notre Dame. This is a really simple concept, yet powerful and very effective when it comes to overall brand perception and brand-building. I had a very good feeling about being there, and about Notre Dame.

A Welcome Idea

Big picture: This seemingly small detail was identified as a component of the experience that is Notre Dame, and it was consistently carried out. Everyone had the same playbook.

We can all incorporate this type of activity into our own brand-building endeavors. It costs nothing, but the impact can be huge.

Thanks for reading. I appreciate it.

Image: MGShelton

The Spork of Tomorrow,
Here Today

The Forgotten Spoon

A recent visit to the deli counter at Target yielded an interesting consumer experience brand extension. It’s a small detail, yet answers a very basic quandary.

Ever leave a deli or carry out without a utensil with which to eat? Enter this little innovation.

Forget Finger Food

The lid of the food container has a small thermoformed cavity that’s roughly the shape of the head of a spoon. In this cavity is a “folded” spoon with a living hinge and a snap-fit tab that transforms it into a fully functional utensil roughly 2/3 the length of a normal plasticware spoon.

Putting a Finger on Innovation

A need was identified and with some simple ingenuity a smart solution was borne. While it won’t change the world, it is genius.

[ image: illig ]

Beautiful Jewelry.
Right Out of a Magazine.
Literally.

Meticulously crafted by HIV-positive Kenyan’s in Imani Workshops, the beads in this necklace are made of tightly wound strips of recycled magazines. Because of its beautiful, brilliant colors, the periodical of choice for the beads is Oprah’s “O” Magazine.

Often, the stigma of HIV precludes employment, and therefore income; however, as part of an overall program of nutrition, support and treatment provided by the Indiana University School of Medicine and the IU-Kenya Partnership, the creation and sale of these beads provides income and hope to those afflicted with HIV/AIDS.

Old magazines giving sick people hope and a new chance at life.

Wouldn’t Oprah be proud?

Image: Illig