Herb Chambers: Hip Hop+Marketing=Smart

Alright, I'm not a fan of Kevin Youkilis, of the Boston Red Sox, and I'm sure he wouldn't be a fan of mine either, but I have to tip my Yankee-fitted hat to him and Herb Chambers for diggin' in the crates, and using a classic Hip Hop song by the legendary Biz Markie in this ad.

Marketing a Country, State, City & Territory

Alright, we live in an unbelievably technological world and yet some people and cities don't know how to use it to their advantage.

I grew up in the Virgin Islands where 75% of the economy is dependent on tourism and my biggest complaint has always been that the Territory did a bad job of marketing itself, a US Territory that any American can travel to without the need for a passport.

Read any Sunday newspaper Travel Section and you'll read that every country, island and city is advocating for you to spend any of your disposable income there.

Yesterday, Queen Rania of Jordan took to the Internet, scratch that, let me be more specific, she took to TwitVid to kick-off a contest where she wants people to upload videos stating why you'd like to visit Jordan.

The Virgin Islands, recently, signed a new deal to market the Territory to people in the continental United States and you can expect to see more television ads when it's cold in the Northeast.


In the news today, we know that President Obama and his family is heading to Mount Desert Island, off the coast of Maine, and everyone is getting excited.  I'm sure we'll see some candid pictures and videos of the First Family walking, talking, shaking hands and even eating on their visit to Maine.

Here in Worcester, we're hearing more from City Manager Michael O'Brien as he gives his vision for a vibrant downtown filled with stores, art galleries, bakeries and restaurants through the Creative Economy Initiative.  Before the stores and other establishments can be built and opened, we all know that the first step must be the demolition of the former Worcester Common Outlet building and the construction of City Square (fingers crossed).

I wonder if O'Brien is ready to offer his own challenge to Worcester residents?  Imagine if he proposed to City residents to submit videos on ways to market Worcester, with the winning submissions being highlighted along with the winners serving on the City's "Creative" board?

The YMCA: Rebranding Out of Focus

A YMCA, which I experienced visiting, for the first time in New York City in 1984, has always been a cool place to exercise, swim and play basketball.  Since then, I've visited my share of YMCA facilities and the focus has always been on the people that come in day in and day out and the relationships that people established with one another.

So, while reading that the YMCA is 'rebranding' itself is somewhat of a surprise to me.  With a name change to simply "The Y", which many people have been calling it for years, and to focus on "Youth Development, Healthy Living  & Social Responsibility".

Since I'm in the business of "branding" it's odd for me to see a company, that has been called "The Y" and whose current mission is to help people live better, healthier lives attempt to circle the wagons and market itself as something that it already stands for and already does.

While it may seem easy to make changes on paper, the true cost of branding is very expensive: new printed materials have to be created, new t-shirts and apparel created, signage outside and inside the buildings, and updating of websites with new logos, information, etc..

Kate Coleman, senior vice president and chief marketing officer of YMCA of the USA, said the rebranding is aimed at simplifying the Y's focus.

“We are simplifying how we describe the programs we offer so that it is immediately apparent that everything we do is designed to nurture the potential of children and teens, improve health and well-being, and support our neighbors and the larger community,” she said in a prepared statement.

The new logo is a stylized letter Y with a chevron and orange triangle, and small letters YMCA along the bottom.

“The new logo's bold, active and welcoming shape symbolizes the Y's commitment to personal and social progress,” the organization said. The Y's former logo had been in place since 1967 and was the organization's sixth since its inception.

Richard D. Palmer, executive director of the Montachusett Regional YMCA in Fitchburg, said the name and logo change will help simplify the organization's marketing.

I'm glad the folks that are part of the rebranding are optimistic, and I wouldn't expect otherwise, but I don't think many visitors or members are going to care about the new signage or the changed logo whn they walk into the Greendale "Y" or any other "Y" in the United States.  Maybe it's time for them to get a big name celebrity to pitch the changes? (Don't do it.  Those times are long gone and the "Y" can better spend its money. I know this.)

With all the talk about Marketing

The talk about marketing Worcester has been getting alot of press as of late. It may have started elsewhere, but Konnie Lukes brought it up at a City Council meeting earlier in January, and now we saw Worcester Magazine publish not only a cover to that effect, but a well written article in their February 18-24, 2010, issue.

While I've been observant for the many years that I've lived in Worcester, the City does a horrible job with conveying its message of "What type of city Worcester is??", and "Why should someone choose to live here?". The city's slogan changes every week, depending on who uses the next set of "buzz words" in some meeting which is squirreled away in the corner of City Hall.

While there's no specific budget to market Worcester, and this MUST be addressed immediately, there are a number of 'great' minds that live in the City or surrounding towns that know a thing or two about marketing; why not tap into that pool of knowledge? Hmmmm.

What does happen is the same people that are 'connected' sit on the same marketing committees and rehash the same marketing plans that haven't worked before, and try to make them work 6-months or a year later. Isn't that called insanity? Hmmmmm.

So, while I don't have all the answers, it is going to take some people in City Hall to check their egos and reach across the table and hit up the colleges/ universities that call Worcester home. They do have some of the best and brightest minds on their campuses.

And, while you're reaching out, don't forget the various groups of races and ethnicities that call Worcester home. True diversity is key! (Just a reminder.)

Absolut Boston

Well, looky here! Since the Boston Tea Party is a thing of the past, Boston is now being toasted with vodka instead.

The good folks at ABSOLUT have attempted to capture Beantown in a bottle by creating a black tea-infused concoction which has elderflower infused vodka.

The unveiling of the "Wall of Pride" and toast will take place tomorrow at 11 AM at Boylston Plaza, which features quotations from famed Bostonians. After Los Angeles and New Orleans, Boston is the third US city to get its own themed alcohol.



I wonder if the "unveiling" was purposefully schedule for late August when many of the college students are moving in? My bet is "Yes", and what better way to build a buzz than having a bunch of college-aged adults roaming around Boston slamming down shots of ABSOLUT Boston Vodka?

God Bless the great folks in higher education and residence life that have to deal with these students, and, no, I don't miss the field.

Marketing Massachusetts

The marketing of Massachusetts has taken an interesting turn with the
new campaign that shows the many great places to visit on the Bay State.

What I do notice other than some great animation is the fact that the
word 'Massachusetts' is written in multiple colors reminiscent to the
gay pride flag. Maybe, just maybe, Massachusetts has figured out how
to market itself by being the first state to approve same-sex
marriages? We all know how that governor of California feels about
same-sex marriages and I wouldn't be surprised if he tried to make a
run for Congress in the near future.

So, we have it all here in Massachusetts and I wonder if it causes us
any harm? Or have we fond soulmates in the great people that call
Massachusetts their home?