Showtime’s New Series is Built on Deception and Bad for America

July 17, 2018July 18, 2018Harvey Chimoff 1 Comment

Writing about marketing and business is more fun when sharing excellent examples and great creativity.

However, just as important, sometimes we have to learn from what’s not excellent. A new “comedy” series from Showtime is a glaring example.

Authenticity and transparency are important go-to-market levers. Consumers want that in their products and services. Citizens want that in their government. We don’t always get it.

Part of the reason is that we all, even implicitly, allow it to happen.

Credit: Showtime (sho.com)

Take Showtime’s new series with Sacha Baron Cohen, Who Is America? According to the network, the series “features his first new characters in 15 years, which are so believably performed that they can exist in the real world.”

Let me translate: these “believable new characters” are fraudulent impersonations of purportedly real people, designed to trick targets into participating in on-camera interviews.

With all the challenges we face as a society, why does Showtime feel the need to pay for and promote “gotcha” deception? Continue reading →

Brand Management Dilemma: Grow, But Don’t Kill the Core

August 22, 2017August 22, 2017Harvey Chimoff Leave a comment

I think, in retrospect, we may have tried too hard to attract new guests. That left some of our fans shaking their heads, asking ‘What happened to Applebee’s?’

Patrick Lenow (VP Communications and Public Affairs, DineEquity – August 10, 2017)

That’s an eye-opening, unusually direct assessment. There’s even more blunt analysis from Applebee’s president.

First, let’s set the stage with some framing thoughts on brand management.

A Quick Primer – What To Do and Not Do

It’s a constant dilemma and challenge: how to expand the appeal of brand x and/or position it for growth without alienating existing customers and destroying the core business.

Depending on the type of product or service, many actions can be implemented, such as: product upgrades, promoting secondary usage, launching new products, stimulating growth of the overall category, expanding distribution channels, developing brand refresh/renovation tactics, or even complete repositioning.

JCPenney failed.

Domino’s seems to have had success.

Hardees/Carl’s Jr. is trying to reboot their image and brand positioning.

Effective brand management requires smart discipline. To borrow from Ringo Starr, it don’t come easy.

► Building brands is a process, which requires steady, disciplined hands at the helm. It can take time and money. Unfortunately, steady discipline, time and money can be in short supply in CEO suites and boardrooms where results are measured short-term in weeks and quarters. Plus, marketing teams themselves can fall victim to a lack of steady discipline on occasion. Continue reading →

Don’t Retreat Marketers. Ben Franklin to the Rescue.

May 9, 2017May 9, 2017Harvey Chimoff 1 Comment

What the heck is going on in the business world?

Judging by all the negative stories, one would think that a plague of incompetence has afflicted commercial teams across the country.

However, beyond the obvious blunders (e.g., United and airport security personnel), some of the backlash is a bit perplexing.

Are corporations and their marketing teams failing at higher rates or is something else going on?

I suggest the latter. That’s partly because social media has, for better and for worse, totally disrupted the way so many now get and process their information.