Archive for January 30th, 2009

Want to curb outrageous compensation? … Here’s how!

January 30, 2009

There was broadscale outrage yesterday with the revelation that Wall Street bankers collectively walked off with almost $20 billion in bonuses — associated with their stellar 2008 performance.  Barack-O even chided them for gross irresponsibility — sucking money from taxpayer and digging our nation’s financial hole deeper.

It is ironic that Obama’s criticism comes at a time that he’s planning to dig our financial hole deeper by taking current and future taxpayer money and throwing it irresponsibly into a trillion dollar, pork-laden grab bag of whacky, non-stimulating social programs.  Nonetheless, he has a point.

Now, if he really wants to fix the problem, here’s some free advice

First, require all companies to publish — as an appendix to their proxy statements — a list of all employees who get annualized W-2 compensation over, say $250,000.  Companies are already reporting their 5 most highly compensated execs. It would be easy to expand the list since the numbers are already compiled and reported to the IRS.  If companies push back on the idea, then — privacy be damned — simply post the information to a government web site.

Hopefully, sheer embarrassment and activist shareholder pressure would dampen some of the excesses.    Failing that, the transparency would at least provide a centralized target list  for outrage and  “clawbacks”.   At an absolute minimum,  these publicly identified, highly compensated folks would get “punished” by being hounded endlessly by annoying boiler room investment hawkers.

More substantively, change the income tax codes.  For corporations, eliminate the tax deductibility of any annualized compensation exceeding $250,000 per individual.  If companies feel the need to pay people more, that’s fine.  They just do so on their own dime — not on the back of other tax payers.

For individuals, go pre-Reagan and re-introduce a couple of very high income tax brackets with draconian marginal rates.  For example, leave the current brackets where they are (35% starts at $357,700), but add a bracket that starts at $500,000 with a marginal rate of 40%, a million dollar bracket at 50%, and a $5 million bracket at 75%. Business incomes — like family farms  — could be exempted, and individuals could continue to income average so they don’t get blasted in isolated windfall years.  While individuals might clamor for still higher compensation to cover their added tax burden, their claims would likely be throttled by the corporate provisions which would disallow corporate tax deductibility.

This multi-part plan has a couple of related benefits: (1) Obama fulfills his pledge to fill the tax coffers bysoaking the rich, (2) it becomes very expensive for companies to over-compensate employees, (3) it makes uber-compensation less valuable — at the margin — to individuals, and  (4) it can be implemented Monday morning.

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Related point: Wall Streeters argue that they have to pay high levels of compensation to retain their talent pool.  Aren’t these the smart men and ladies that cratered firms and threatened our entire economy? I say: let ’em walk.  Try recruiting randomly from the jury pool. Results can’t be worse.

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Brands that win by a nose … huh?.

January 30, 2009

Excerpted from Brandchannel, “Branding by the Nose in Brazil,” By Ana Paula Palombo Terzi

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An estimated 80% of brand communication is auditory or visual.  As competition for brand awareness intensifies and the battle for consumer attention becomes increasingly competitive, marketers in Brazil are developing strategies that appeal to another, just as powerful human sense: the sense of smell …

Branding experts have learned to tap into the powerful emotions triggered by the sense of smell…No other sense can revive experiences and recollections so vividly as the sense of smell…But does this olfactory fact present actual, viable and achievable branding opportunities and new areas for the branding industry to explore and benefit from? Absolutely…

Scent branding…is an important and growing marketing segment, particularly in Brazil—a nation and culture known for its sensuality. Scent branding highlights smell as an emotional cue that induces positive behavior, accentuates brand attributes and generates recall—that subconscious action sought by every ambitious brand strategy…

Brazilian brands are now creating their olfactive logo, a scent signature which helps generate brand recall…A wide variety of businesses have been adopting olfactive logos…Brazilian baked goods brand Bauducco also strategized with olfactive marketing to appeal to a younger demographic in Brazil. A chocolate fragrance was diffused into movie theaters at the same time they ran a preview commercial for its signature product, the panettone. The campaign was a success.

Part evidence, part theory and part science, scent marketing demonstrates that the category can be an important component for brand communication and can positively and dramatically impact sales, even though it is still hard to measure a direct correlation with return on investment…

Scent marketing…engages consumers to experience a brand on a deeper level and recall what the brand is offering them. Scent marketing aims to create emotional content and stir these emotions…in a multi-sensorial context that exploits the complex inner workings of the human mind that bind physical sensation with emotions, attitudes and perceptions.

It is not surprising that strategies that capitalize on the full spectrum of human sensuality are finding industry support, and branding success, in Brazil.

Edit by SAC

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Full Article:
http://www.brandchannel.com/features_effect.asp?pf_id=453#more

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J&J lets the blogosphere tail wag the Motrin dog …

January 30, 2009

Background: J&J ran an Motrin ad with an irreverent tone to identify with young moms and the back pain associated with lugging infants in baby carriers. But it struck the wrong cord with some and drew fire on Twitter and from a small cadre of “mommy bloggers” — the most vocal members of the demographic J&J was trying to woo.

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Excerpted from Ad Age, “Crashing Motrin-Gate: A Social-Media Case Study” by Jack Neff, November 24, 2008

At first glance, it looks like J&J’s Motrin was chastened by the power of social media when it yanked a Motrin ad campaign…’Motrin-gate’ proves the power of social media for marketers as well as how quickly marketers can be forced to buckle to a relatively small but vocal minority of people…

J&J might have been a tad hasty in pulling down its ad. In doing so, it bowed to a vocal flash mob that represents a tiny fraction of moms…And despite a storm of media attention, the ad … received less exposure than one 30-second spot on a cable news network.

On the one hand, so-called Motrin-gate proves the power of social media for marketers. On the other, it proves how quickly marketers can be forced to buckle to a relatively small but vocal minority of people who can create “flash floods”…

Yet, not that many people ultimately paid attention…about as many people saw the ad without turning to social media in outrage … as saw it during the week after it broke … most online buzz about Motrin-gate was either positive or neutral in tone toward J&J and the ads…

If Motrin’s brand managers were not just listening to the market, but accurately measuring it too, they might not have been so quick to panic and pull the ad” …J &J should have kept the campaign in place, apologized to critics in whatever medium they had used to complain, and used the opportunity to engage in dialogue…

Corporate marketers already knew about the power of mommy bloggers…They are buying ads, they are engaging women online. They are sponsoring trips, sending you even MORE free stuff. They are paying for YOU to consult for them. … You have their attention. You have the power”…

 

Edit by SAC

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Some may argue that J&J was too fast to react to the mommy bloggers with the Motrin Ad controversy.  As the article notes, not that many people actually paid attention to the controversy and the resulting buzz was for the most part was neutral if not positive.  However, it is unclear what damage may have done if the ad had not been pulled and as this controversy proves, the influence of small, yet vocal groups such as Mommy bloggers is not to be underestimated. 

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Dr. Pepper Targets Video Game Junkies

January 30, 2009

Excerpted from the New York Times, “A Drink Backed by a Sports Hero (Wielding a Mean Game Controller)”, by Stephanie Clifford, November 19, 2008

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Dr. Pepper announced, for the first time, it is promoting a professional athlete on bottles that it will distribute nationally. But the shaggy-haired athlete on the label is not a traditional sports star: he’s a 21-year-old who has a three-year, $250,000 contract to play video games.

Dr Pepper is featuring the Halo 3 player Tom Taylor, who goes by Tsquared, on the labels, which will appear on about 175 million 20-ounce bottles from January to April.

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Video games are hugely popular with young men, who are playing them instead of watching television and reading magazines. Marketers are trying to advertise their products to this group by sponsoring tournaments or placing advertisements within the games themselves. (The Obama presidential campaign, for example, put ads on virtual billboards in the game Burnout Paradise.)

With the new labels, Dr Pepper is trying to grab the attention of gaming fans, who at Major League Gaming are largely men in their teenage years and early 20s.

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“The successful marketing of major stars is what sports leagues have always been about,” said Matthew Bromberg, the chief executive of Major League Gaming. “What’s really going on here is for tens of millions of young men, the aspiration to be a pro gamer is the new dream of sports stardom,” he said.

Edit by DAF

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Full article:
http://www.nytimes.com/2008/11/19/business/media/19adco.html?ref=technology

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