“…Watch Glee tonight at 9pm right after So You Think You Can Dance.”

What?

Was that just a commercial for a Fox TV show?

On KCRW?

Underwriting and talking about your sponsors for 15 seconds is one thing but a flat out commercial on KCRW was disheartening. I know times are tough and any sponsorship is needed but did it have to be so blatant?

I have no problem with Fox being an underwriter and I assure you this isn’t about me being an anti-tv snob. I love TV. It was the tenor of the message, it didn’t match the KCRW brand.

There were a million ways they could have talked about Glee on Fox. But they chose to serve their sponsor and not themselves.

Are you unknowingly breaking your brand and disappointing your readers, viewers, customers, subscribers, listeners, clients?

It’s not easy to protect your brand but it is vitally important to your company’s growth and name. Vigilance is key.

KCRW certainly didn’t lose me as a listener (or member) but this definitely struck a sour chord.

With as much subtly as a ton of bricks, the tag line “It’ll blow your mind away,” is conveniently placed below a wide-mouthed hottie just waiting to gorge on a hot, meaty torpedo–mayo conspicuously dripping from the bun. If that’s not explicit enough, the copy “Fill your desire for something long, juicy and flame-grilled with the NEW BK SUPER SEVEN INCHER” should complete the puzzle.

Sadly, BK is not alone. Quiznos ran a racy commercial for sandwiches where an oven talks to a sandwich maker and says “put it in me”. Calvin Klein last week featured a canoodling foursome hanging high over Times Square that was pulled before huge controversy ensued.

I suppose sex sells, but I wonder to whom. Not me, and not my friends. After all, if you need hamburgers to make you horny, you’ve got much bigger problems.

Saying this was an attempt to differentiate this office-where much of the alleged financial shenanigans have taken place–from their headquarters around the corner is, well, just what every PR person calls “spin.” “Out of Sight, Out of Mind” seems more like it. Companies have for decades paid major fees to brand their identities and achieve recognition.  With so many Fortune 500 firms going defunct now, DE-branding may well make Madison Avenue positively tipsy.

And what of AIG’s name change to AIU?  We say thumbs up.  Anonymous, Incognito, Unidentified.  Sounds like IOU.  Perfect!

What’s missing from this photo? About seventy-five squabbling siblings, several (though not enough) overwhelmed staffers, a couple dozen frazzled parents (including me), and the line leading out the door past Starbucks.  Because, when it comes to the economic “downturn,” the only thing down at GameStop stores I have visited recently is their inventory.

Halfway between the Christmas Eve peas and mashed potatoes, I recalled “THE GAME”.  It’s capitalized to express its utter necessity to my pre-teen son. Although the mall lot allowed a bevy of prime spaces, GameStop was packed like a can of sardines even as Santa made his way through the eastern seaboard (updates courtesy of NORAD). I waited patiently for 30 minutes to pay while being thrashed by anxious customers in my same predicament.  I can’t imagine there was anything left to buy by the time I straggled out, bruised but not broken. I had THE GAME in hand. 

Alas, the relatives dished out GameStop gift cards galore–and we found out on Friday morning that apparently, the rest of the world’s kin did the same.  And that ALL of them planned to use the cards now.  At the same location.  At the same time.   On the same games.  Or so it seemed.  After failing to find everything at the nearest store–which was so busy we had to wait 20 minutes in line just to be let inside–it was off to another mall.  Me, the three kids, two neighbors and somebody’s cousin from Oklahama.  And ALL of them were loaded with GameStop gift cards.

I dutifully took my place in line while my charges jostled with the 50 or so other card-carrying kids. I was impressed by the “Buy Two Used Games, Get One Free” sale.  One mom about to drive to Texas with triplets waited to purchase a stack bigger than a ten-gallon hat.  Trade-ins took twice as long, but they offered good money plus a discount for used games.  They even suggested we buy a used game over new, which saved us $10 and gained us rights to return.  My youngest scored several ”Buy One, Get One” deals, and huge “Guitar Hero” and “Rock Band” boxes flew out the door.  I know because I was hit by them.

GameStop seems to be playing this recession right.  Deep After-Christmas discounts?  Check.  BOGO offers to move excess inventory?  Check.  Agressive marketing, value branding?  Check.   Even the annoyingly long lines create a certain buzz.  Of course, it doesn’t hurt that even when money is tight, many parents are willing to sacrifice to keep the kids happy. While I doubt that GameStop’s fourth quarter will be its best ever, I guarantee their December numbers will be better than most.  And while I don’t own any stock in the company, maybe it’s time to buy some.  As long as I don’t have to wait in line!