What's Old is New

For many years now in my speeches about marketing and brand, I have made mention of a number of the most recognised brands in Australia bringing back positioning statements which were dumped 10-15 years ago after many years, or even decades, of service.  Brands such as Mortein (with Louie the Fly), Antz Pantz, Pea Beau, Razamatazz and Mars have all gone down the path of changing their positoning only to come back 5-10 years later to resurrect their iconic positioning and a successful strategy. More often than not this change occurs simply because a smart new marketing "expert" wants to stamp their authority on the brand and steps in to create a new positioning which in reality often severely damages the brand.  My view?  Change tactics, just don't change the positioning! Your positioning statement is likely to be as relevant today as it was with audiences when it was first conceived.

Similarly, in the USA an early innovator in branding food was Chiquita, today an international marketer, producer and distributor of fresh fruit, processed fruit and vegetable products. Back in 1963 the company developed an animated character called Miss Chiquita to promote bananas in the USA and this character became one of America's most recognised animated characters and also one of its most celebrated and memorable jingles. Now, after an absence of 20 years Miss Chiquita is back to entice a new generation of customers. 

Let Miss Chiquita and the other examples above be a lesson for unsuspecting CEOs running an organisation. When you are on a good thing, stick with it. Don't change your positioning just because some young marketing hotshot thinks it is time for a change - think seriously about why you are doing it. 

Even Yoga Goes Online

There is no doubting the increasing popularity of yoga and yoga related exercise - it is good for your body, your flexibility, your spirituality and your mojo.  This increased popularity has been responsible for the corresponding spike in tyoga dvd's, but now one yoga company based in North Carolina, USA has taken it a step further with online yoga. Introducing Yoga Vibes - a website that offers recordings of real yoga classes complete with fellow class mates. Yoga Vibes offers a wide variety of classes varying in difficulty, taught by real Yoga instructors from top studios around the world. But rather than having to go to the class you can do it all online. The site claims that the classes are all authentic with real students who come in all different shapes, sizes and abilities. You pay an online fee for 14 day access. Given how costly it is to attend a real life yoga class this seems like a good service. If you're a self starter and self motivated, this would be a cost effective, yet quality way for you to vibe up your yoga. Check out www.yogavibes.com.

The New Mini Moke

The challenge for every brand in this day and age is to work out how they can reinvigorate their brand to keep it current. Check out the new 21st Century Mini Moke. Launched this month at the Detroit Motor Show, this is the radical new concept from Mini. The new 'Beachcomber' model will mix the open body style of the moke, with some of the style from the Jeep Wrangler, which will certainly stretch the Mini brand. The compact four wheeled drive is expected to go on sale in late 2010. However, surfers needn't worry. At four metres long (a full metre longer than the original moke) it can also support surfboards by attaching them to the vehicles lateral roof support beam. When the elements turn against you, you can attach an easy to fit, lightweight plastic cover and a soft fabric roof to protect you from the elements. As with all new inventions the jury is out on whether people will take to it.

Wink and Their Gone

Recently The Espresso talked about the trend in retail where top name brands were producing pop-up stores (branded stores that were there one day and gone the next). With high rents and expensive shop fit outs, it is little wonder that more and more retailers are going mobile. Wink Eyewear (www.winkeyewear.com) is a brand which has taken their entire eyewear store out into the workplace. Wink Eyewear is a collection of 400 frames which can be taken to the workplace where the retailer can offer customers the added convenience of personal service. What's more, you can get instant feed back from friends and co-workers who can help you select a pair of glasses that everyone will like. This seems like a great opportunity for young entrepreneurs to be able to start a business without having to outlay large amounts of cash to secure a retail location or shop fit. By keeping things mobile they can avoid overhead costs that make a business hard to sustain. Best of luck to this new brand!