Entertainment Branding

In today’s digital age, the world of entertainment branding is constantly changing and new media outlets are always being explored. This week The Brand Show takes a look at how different companies are adjusting to the demand of an ever-changing market, and what marketing and digital strategies they are choosing to employ. What ways have you seen companies adjust to changing market demands?

ESPN’s Vice President of Sports Marketing, Aaron Taylor, was our guest this week. Taylor mentions new media platforms his company is exploring and where he believes the entertainment market is heading. He even discusses some missteps ESPN has made along the way.

We also talk about how networks are making more and more deals with companies to market shows around specific products. Do you think this is effective with consumers? Listen while we discuss major networks’ strategies for new forms of entertainment branding.

Be sure and listen to Taylor discuss how ESPN manages and tailors content in a relevant way to its consumers.

Brand Faux Pas

All brands face challenges in their efforts towards brand sustainability. Two West decided to examine past mistakes companies and brands have made in their goal of brand sustainability, and what exactly encompasses a “brand faux pas.” We discussed that faux pas are all about the decisions a brand makes. How would you define a brand faux pas?

Listen to the show while we discuss certain automobile, airline and beverage industry faux pas. We specifically discuss the airline industry’s current a la carte pricing and cost-cutting measures that infuriates customers. Take a look at a recent Southwest Airlines commercial that depicts that very situation, where a man is forced to insert a gold coin for every little thing he needs to do on the plane (recline his seat, lower his try table, etc.). Click on the commercial labeled “Coins.”

Also be sure to catch our guest, Wes Brown, Vice President of Iceology, a consumer research and consulting firm based in L.A. that explores the customer relationship and interaction with markets, brands and products. Brown comments on how consumers relate to different brands, and what companies can do to try and prevent mistakes with their brands. Do you think certain industries are more prone to brand faux pas?

As always, there were many discussion topics we didn’t get to on the show this week. We had hoped to discuss the challenges Euro Disney faced, and how Disney made the mistake of translating its American brand policies and theme park model to Europe, not mindful of certain cultural differences. Check out these pictures of Disneylands around the world – Japan, France and the United States. The same model was used in all three countries.

Euro Disney:



Disney Japan:



Disney World in the United States:

Financial Services Branding

Financial Services Branding is not only a profitable business these days, but a necessity. According to Vanguard CEO John J. Brennan, “Investing is the only way for most of us to meet significant expenses.” The problem is most consumers don’t understand this, or the financial services industry in general. Two West examined how money is an emotional factor for people and that should play a part in financial institutions branding themselves and are they doing it in an open and easy-to-understand way.

Check out the podcast to listen to our interview with Jean Hughes, VP of Marketing and Employee Development at CommunityAmerica Credit Union. Hughes discusses how CommunityAmerica markets itself differently from other financial institutions. Let us know what you think of the company’s strategies. Hughes also remarks on the different ways CommunityAmerica works to engage customers, especially those who are wary of financial services.

Take a look at some of the commercials we mentioned during the show. Do you think these financial companies are marketing effectively to consumers?

Charles Schwab commercial

ING Direct commercial

E*Trade commercial