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>When we develop brands from scratch, we often develop a personality to the brand – what does it look like, where does it shop, what books does this brand read, etc. It’s common to address every aspect of what a brand would be if it was human. Does your brand have kids in high school or is it a 20-something young professional livin up the social side of things?

Chico’s, the national women’s clothing chain, hit the jackpot last week. They found someone who represents their brand perfectly. She is a baby boomer who wants to wear color and look chic. She’s 57 years old and is a Maryland middle school principal. She’s been the most visible parent in the Olympic coverage. Any guesses yet? Debbie Phelps, Michael’s mother, has been shown wearing Chico’s clothes for every race and every television appearance. They even have a “Debbie Phelps Collection” section on their website.

Does your brand have a personality or is it dead? What does your brand look like if it was a celebrity? Leave us your comments.

~Michelle Hirsh, Felber & Felber Marketing

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Whatever you call it there is no mistake that the 2008 Olympic Games in Beijing China has taken the world stage. From the impressive opening ceremony all eyes of the world are on China. This is their time and the international stage is set.
OK now that my intro is out there I must let you know I just watched the USA basketball team beat China in an impressive 101 to 70 victory. China started out strong and showed incredible speed and agility. This USA team took their professional stance and proved why we are being called the Redeem Team. Cleveland’s LeBron James was outstanding and made not only all of us in Northeast Ohio proud but the whole country as well. We wish him and the USA team well on our quest for the gold.

Michael Phelps beat his own record for his first 2008 gold medal. The marketing efforts we put into these games is equal to the Super Bowl. With this large of an audience we must make sure the spots are centered in strategic and creative ways. No time for second best. China has been outstanding in their marketing efforts leading up to these games and the lessons we take back when this is all over will be a model for the future. One World, One Goal for all of us. Please support our team and let’s discuss how the marketing and positioning of the most expensive Olympic Games will play out.

Bruce

>The answer is yes. Branding has moved beyond the traditional print, TV, and radio circles. Now what we present in our overall look can set the stage.

See the recent article in Corporate Apparel Magazine http://www.corporateapparelmag.com/profiles.php?id=24. I would welcome your comments.

Bruce

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Its official… you are seeing DOUBLE. No, you aren’t going crazy. It’s the annual Twins Day Festival! Here in our hometown of Twinsburg, this weekend we’ll be doing double-takes as this city plans to welcome twins from across the world. Last year, 2,034 sets of twins attended the festival…

So what does this have to do with marketing? It’s a perfect opportunity to showcase Twinsburg, local attractions and your restaurant, hotel, etc. And what a great press opportunity, too.

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