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Kraft Fair would celebrate loyal customers and introduce fans to new products!  Kraft could encourage brand recognition and increase sales by cross-selling..

Kraft is a HUGE family of products and brands! Many of these brands are used in recipes together… so why not have them mingle once a year? Celebrating loyal customers and introducing fans to new products is a great cross-sales tactic! An annual Kraft Fair would be an ideal time to introduce new products, as well.

A quick mock up of a "Kraft Fair."The Annual Kraft Fair could feature categorized contests (cooking, cupcake decorating, gelatin molds, etc). Kraft booths could be set up to sell some of the Kraft products used to make Kraft recipes. The booths would have the prepared product with free samples. Individual booths where businesses can buy a space and share a Kraft relevant products or services. Booths could be filled with cake decorators who use gelatin in edible arrangements or Magic Bullet Blender who experiments with Kraft recipes. Companies would beat down the door trying to reserve a spot! This would also encourage brand recognition, by applying a visual connection between all of the Kraft products; loyal fans of one product may become a loyal fan of an additional product because of the relation between the two. An A.1. Steak Sauce fan may be persuaded to try Kraft barbecue sauce. Cross sales are one of my favorite marketing techniques, because it builds a deeper relationship between company and consumer!

To make each year even more fun, Kraft could use different themes. Perhaps teaming up with another company each year would change things up and keep consumers coming back!

Disney – At every turn we would find bouncy houses, Jell-O castle molds, Disney themed cooking contests and Disney character’s. This would attract families with young children.

Alice in Wonderland: Through the Looking Glass – Even an upcoming film could be the theme, the possibilities are endless! A tea party would certainly be in order!

NFLKraft could have their own Super Bowl party one year. Why not?!? Selling ready-made products and distributing the recipes would be a big bonus for Kraft! Super SkinsQuick Pizza Dip, chicken wings tossed and baked in Kraft’s Asian Toasted Sesame dressing… I’d go, if just for the food!

STRAWBERRY GELATIN! Designed by Fantacular Designs.I know, I know… Kraft may not be able to sell products that aren’t ready-made and prepackaged. There are problems with licensing and kitchen space. This problem could be solved by offering a discount to vendors who serve a Kraft recipe. Maybe Eisenburg’s Sandwich Shop would like to serve Kraft’s Roasted Potato Salad as a side in their booth. The printed recipes sit at their booth and perhaps a coupon for one of the Kraft ingredients.

No need for specific details, as this is only an example. However, the time of year should be Spring or Fall (not including the Super Bowl party), because of gelatin and frozen treat competitions. The location should be in a different state each year. This will increase the longevity of the annual event, as it becomes accessible to new populations, giving everyone the opportunity to participate!

#ISISChan Fights Terrorism with a Message to ISIS…

For years, we have wondered, like so many in our community, “What can we do to help fight terrorism?” For a long time, the answer appeared to be, “nothing.” With recent activity that has hit so close to home, our determination has grown exponentially! While our thoughts and prayers are devoted to the families of our local heroes, our goals and resources have been spent looking for productive ways to participate in the fight.

The “internet” is our office and ISIS depends on the internet connection to reach fellow extremists and potential participants. So, when our social media manager, Cynthia McInvale, brought an article regarding #ISISChan to our attention – we were thrilled to engage!

Japanese members of the international hacker group, Anonymous, embarked on a brilliant plan to “Google Bomb” ISIS. I introduce you to the leader of this movement, ISIS Chan:

ISIS Chan loves melons, but loves fighting ISIS with her Google Bomb even more! #ISISChan

ISIS Chan - Hayley 300

 

While she takes on a few changes from country to country, artists are bringing life to this project by providing incite to her character. A sweet teenage girl who fights internet fire with internet kindness… She loves melon and mocking ISIS; she is commonly seen sporting green hair and ISIS inspired attire. Many images show ISIS Chan holding a bomb in her hand, referring to the “Google Bomb.” Her message? “Knives are for slicing melons, not killing people!” Many images that have been published by ISIS of beheadings have been altered to replace the victim with a fruit or vegetable. This is not to diminish the loss of lives, but to diminish the power given to ISIS through these horrifying images.

The Twitter account, @isisvipper provides guidelines to participants in the interest of avoiding pornographic material, gore, religious conflict, and more. The goal is to flood search engine results for “ISIS” with a fun, happy character with a taste for melon and a thirst for ruining ISIS’ plans.

We are ISIS Chan supporters!

Drawing by Hayley, 15, our apprentice illustrator.

Businesses Evolve: It may be time for a brand update, but are you ready?

To determine if your company is ready for a make-over, ask yourself a few questions:

  • Has your image evolved with your company? (10 years is too long)
  • Is your company’s branding competitive? (Research your competitors branding)

Signs that you MUST change your branding:

  • Customers inquire, “What does your logo mean?”
  • Your target audience feels that your branding is controversial.
  • Company is merging or being sold.
  • Target audience has changed or evolved.

Branding is a complex element of advertising a product or company! Small things can be over-looked – spawning monumental mishaps and complications!

Brand - Forbes

Breaking Up is Hard To Do

It’s important to recognize what your audience loves about your company, in order to appeal to them. In Kraft’s case, their loyal customers depended on a loyal brand.

Kraft seemingly divorced itself, took 65%, moved out, and changed their name to Mondelez. Just before the separation, Kraft tried a new logo that didn’t match their historical branding. Consumers couldn’t identify the product on the shelves and felt that the brand equity and trust had been compromised. A branding change commonly lowers sales temporarily; however Kraft’s sales continued to fall, inspiring them to alter the logo further. Soon, the company returned to their previous design with a slight update.

Progression of Kraft’s logos

Kraft logos

 

Identity Crisis

Tropicana commonly is mentioned in articles such as these… and this one is no different. The packaging and logo alterations of 2009 sent tremors through their consumers, shockwaves through the marketing community, and devastated Tropicana stocks. Although the squeezable orange lid was fun and inventive, their alteration influenced a generic feel to their brand.

Consumers were confused by the new packaging. “What else is new?” Once the consumers believe that the flavor or quality may have been tampered with, they reconsider the competitors products.

After an investment of approximately $35 million dollars, Tropicana was forced to reverse their rebranding and return to the beloved orange with a straw.

Read more about Tropicana HERE.

 

The Case of the Secret Tagline…mcdonalds logo

McDonald’s secret tagline… isn’t so secret. Bloggers and journalists united in distaste for the supposed up-coming tagline change. McDonald’s continues to deny that they had ever chosen the rumored tagline, “Lovin’ Beats Hatin’.” (Nope. No typos. Somebody meant to do that.) We’ve never been thrilled with McDonald’s tagline, assisting in the deterioration of the English language.

Original: I’m Lovin’ It

Almost tragic: Lovin’ Beats Hatin’

New: i’m lovin’ it.

So is it true? Did McDonald’s really decide that this rap-worthy tagline was the direction they wanted to steer their branding in? Let’s look at the evidence:

  1. McDonald’s has trademarked the phrases, “Lovin’ > Hatin'” and “Lovin’ Is Greater Than Hatin’.” These phrases can be found on the U.S. Patent and Trademark Office website with McDonald’s as the filling company.
  2. The slogan was slaughtered online before it was launched! Journalists everwhere warned the public of it’s arrival and voiced their opinions. It is known in the marketing community as the biggest tagline blunder that never happened.
  3. Just months after the to-be branding was rejected by the public, McDonald’s announced their new focus on “love.” (Love campaign) This began with their Valentines Day marketing strategy, which was met with mixed feelings. (Huggin’ is Lovin’ Strategy)

McDonald’s chose to keep their old tagline “i’m lovin’ it”

Read more about McDonald’s new brand direction

 

Lost in Translation

We’re heading over seas for this example. Umbro is a sports apparel company founded in Wilmslow, England. In 2002, the company released a new line of running shoes called “Zyklon.” The Jewish community quickly rose to showing their disapproval  expressing that the title of the shoes was a display of “appalling insensitivity.” Umbro had not realized that it was the name of an insecticide “Zyklon B” which was used to execute prisoners in concentration camps!

“Pepsi brings your ancestors back from the grave” and more disturbing examples.

 

In conclusion…

Small mistakes in rebranding or branding in general,

  • Drastic changes can trouble your target audience. Making changes to your branding requires careful consideration and research regarding loyal consumers.
  • Create quality branding that you can be proud of!
  • Research, research, research; you can never do too much research!

Having a professional assist you with these endeavors will diminish the chance of making mistakes like these. Fantacular Designs does their homework! We don’t simply research the target audience; we look at things from multiple angles to be sure that the suggestions we provide are the best option for your business. Whether you need a new logo, ad campaign, or website, give us a call – we can help.

Freedom

15 Quotes for the Fourth of July

Liberty is the breath of life to nations. ~George Bernard Shaw

May the sun in his course visit no land more free, more happy, more lovely, than this our own country! ~Daniel Webster

If our country is worth dying for in time of war, let us resolve that it is truly worth living for in time of peace. ~Hamilton Fish

One flag, one land, one heart, one hand, One Nation evermore! ~Oliver Wendell Holmes

For to be free is not merely to cast off one’s chains, but to live in a way that respects and enhances the freedom of others. ~Nelson Mandela

Everything that is really great and inspiring is created by the individual who can labor in freedom. ~Albert Einstein

America was not built on fear. America was built on courage, on imagination, and an unbeatable determination to do the job at hand. ~Harry S. Truman

A hero is someone who understands the responsibility that comes with his freedom. ~Bob Dylan

My dream is of a place and a time where America will once again be seen as the last best hope of earth. ~Abraham Lincoln

Freedom is never voluntarily given by the oppressor; it must be demanded by the oppressed. ~Martin Luther King, Jr.

The four cornerstones of character on which the structure of this nation was built are: Initiative, Imagination, Individuality and Independence. ~Eddie Rickenbacker

Let freedom reign. The sun never set on so glorious a human achievement. ~Nelson Mandela

Our flag honors those who have fought to protect it, and is a reminder of the sacrifice of our nation’s founders and heroes. As the ultimate icon of America’s storied history, the Stars and Stripes represent the very best of this nation. ~Joe Barton

America is hope. It is compassion. It is excellence. It is valor. ~Paul Tsongas

We hold in our hands, the most precious gift of all: Freedom. The freedom to express our art. Our love. The freedom to be who we want to be. We are not going to give that freedom away and no one shall take it from us! ~Diane Frolov

 

WooCommerce

 

 

We have discovered a costly flaw in the most recent version of WooCommerce!

If your potential clientele is using Internet Explorer while they are not logged in, the “Cart” page displays an open “State” field that does not close to allow customers to check-out.

WooCommerce has been made aware of the defect; removing the coding problem manually can cause additional issues.

Until the glitch is fixed, we recommend replacing WooCommerce with an older version such as 2.3.5.

We have included the download here:

One recent WordPress forum discusses the problem. Feel free to visit https://wordpress.org/support/topic/checkout-page-state-select-dropdown-bug-in-ie11 for more information.

If you need help, give us a call at (423) 584-5269.