You Blew It on the Name: Part 2

The latest in the continuing saga of following the name that Direct TV used on two of their direct mail promotions to me; did Gieco purchase my name from Direct TV?

You Blew It on the Name

Oh, Direct TV, a poorly designed faux handwritten font on an invitation-size envelope does not entice me to take advantage of your offer, nor does sending it again in a business-size envelope. Not that I am interested in anything you would ever have to offer, but you immediately blew it on the name, and your credibility was immediately lost on me.

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New Logo

via savage chickens

The Johnson Box

Frank Johnson

I didn’t realize that this technique of marketing had a name until I was working on a PowerPoint slide last week.

via wikipedia
“A Johnson Box is a box commonly found at the top of direct mail letters, containing the key message of the letter. The purpose of it is to draw the reader’s attention to this key message first, and hopefully grab their attention, enticing them to read the rest of the letter. The Johnson Box is named after direct marketer Frank Johnson, who is credited as having first used the Johnson Box to improve response to his offers for American Heritage magazine. He does not claim credit for creating the device, claiming to have only popularized it.” Johnson died at the age of 88 on March 6, 2001.
See an example of a letter, believed to be from 1959, that contains a Johnson Box at the top, here. More on Johnson can be found here.

Stoyn Ice Cream: Ché

via notcot
Not entirely sure if this is real or not, but you can visit the site here.

Image of the Day: Nestle® For Men

While recently touring in Russia, my son picked up these two chocolate bars — a dazed baby and the Nestle For Men bars. My wife and I tried both milk chocolate bars, but the name ”For Men” really is crazy; why only for men, does it have testosterone as an ingredient . . .?

After a brief search online, I found this translated write-up about the campaign: “...The idea of this product creation, intended only for men, is based on deep understanding of a modern man psychology. ‘The role of woman in a society is more and more increasing. A distinction between a woman and a man is gradually drawn. So much the men would like to have things, which will belong only to them. Considering this need, Nestle company developed a key idea of ‘untouchable man’s property,’ which was laid in the basis of Nestle Classic for Men strategic concept,’ Aleksandra Tarasinkevich, senior manager of trademarks of confectionery products department of Nestle company says... No tears, no sentiments... Men are not such as women, therefore they like everything big, weighty, and brutal that will not be lost [in the] palm [of their hand].”

The label open and flat.

The no-women symbol enlarged from the label.

Thank goodness this sexist campaign, with its poor attempt at humor, wouldn’t be shown in the United States. But this is a very much appreciated eye-opening world culture lesson in marketing in Russia!