Featured Archives - Beg to Differ

Thanks for visiting my brand strategy blog!

As you’ll quickly notice, I don’t update this site very often anymore. Most of the posts are pre-2017, while I was running my brand strategy agency Brandvelope Consulting, with most of the “greatest hits” from 2009 to 2013.

Hashtag branding: 7 social media lessons from #HeartMyYOW

UPDATE! As of 11 AM, diagnosis apparently this project is running all day, web so you can still Tweet to the @CBCOttawa hashtag I discuss below.

This morning, I heard Robyn Bresnahan on the CBC Ottawa Morning radio show telling listeners to Tweet photos of a day in the life of Ottawa before 8:30 AM, so they could win a prize package. I got excited! Then I got lost….

7 Lessons on Hashtag Branding

1. #BALANCE! Brevity, clarity, consistency.

Hashtags are hard. Let me say that first. It’s hard to get a hashtag short enough to be Twitter-friendly but yet intuitive enough that people can clearly see what the Hashtag is about.

But a hashtag for a Twitter project or event is also a BRAND. So as a branding and social media guy, there are a few lessons that I’d like to pull out of this story for those of you who might need to develop hashtags in the future. (Or contact me now if you really need help fast!)

In this case, I wasn’t listening closely to the radio, and by the time I realized I wanted to participate they had moved on to the news. I thought I heard Robyn tell us to hashtag “Heart My Ottawa”, but I wasn’t sure. And since incorrect spelling makes a hashtag useless, I needed to check before I Tweeted.

2. #USEIT! Make sure your people USE the tag first and often.

Being uncertain,. My first step was to go to the @OttawaMorning stream on Twitter. Turns out, they hadn’t used or mentioned the hashtag at all today. Neither had host @RobynBresnahan, CBC social media guy @Luccidor (who wasn’t at work as I later found out) or a couple of other CBC accounts I checked. And worse, despite the major media push, it wasn’t trending in Ottawa on Twitter either (right).

3. #ABBREVIATEWITHCARE! Use easy-to-interpret short-forms.

So I searched on Twitter specifically for “HeartMyOttawa”. Sure enough, the Tweet at the right came up – the most relevant thing I’d seen yet. But it was the only one.

But then I looked at the embedded CBC Ottawa graphic “Aha!” I thought. It’s supposed to be “#HeartMyCity”. So I searched… and… no luck. #CelebrateOttawa didn’t work either. Neither did #HeartMyOtt, #LoveMyOttawa, or #LuvMyOtt.

So I started thinking, is there a new way to add an actual HEART SYMBOL into a hashtag that I somehow missed…?

4. #YOWDOINGITWRONG! Avoid cool-kid slang.

But then, Robyn came to my rescue on the radio – kind of. She mentioned the contest again. And now I heard it clearly: “#HeartMyYOW“.

Now as most people in Ottawa know, “YOW” is the airport call symbol for Ottawa. And, I knew that along with the “613”area code, YOW is occasionally used as slangy shorthand for Ottawa – but mostly among Twitter power-users. But it’s not as widely used as the much more intuitive “Ott”, as used in long-running hashtags #OttNews #OttWeather #OttPoli or #OttCity. One look, and it’s clear to everyone what “#OttNews” is. “#YOWNews” just doesn’t scan.

So I finally had the right hashtag as of around 7:45 this morning and began using it myself. But even so, there were only a dozen or so Tweets to that tag by that point in the morning – with the 8:30 deadline looming. So I’m guessing I wasn’t alone in having trouble.

5. #CONSISTENTGRAPHICS! Manage the visual ID

But that’s not to say the CBC hadn’t been *trying* to brand and promote the hashtag. They’d used it before in February, and for months it seems, they’d been recruiting partners and local celebs to promote today’s effort – as with this Tweet from last week.

Ottawa! On Monday, March 21 @CBCOttawa wants you to share your pics & vids of life in our city using #heartmyYOW pic.twitter.com/AAG9uKqnzu

— Waubgeshig Rice (@waub) March 16, 2016

But the technical problems with the hashtag were compounded by a scattered design effort. Take a look at the three graphics on the right. All three are ostensibly supporting the same project. But the visuals are all so different, and the wording so all over the map, that you can understand how those of very little Monday morning brain (like me) could get confused.

If #HeartMyYOW is the tagline, and the whole project is meant to happen on Twitter, “#HeartMyYOW” needs to be the headline, logo, and call-to-action everywhere. And the visuals need to be packaged and managed like a brand for maximum impact.

6. #IFYOUTAGITOWNIT! Be part of the conversation.

Apart from making sure staff and social media accounts had been using the hashtag correctly before the conversation/event, it helps to ensure there is a human being actively engaging on the hashtag during the intended window of activity – particularly if that window is before 8:30 AM on a Monday morning (which, by the way, is not a great time to ask for photos of the city – as most people are either just waking up, having their coffee, or commuting).

The @CBCOttawa main account did get back to me as you can see – shortly after I’d figured it out for myself. As did @RobynBresnahan herself. So credit where credit is due – and thanks for the help!

7. #TALKTOME! Branding and social media are what I do.

In the end, eventually several dozen people did actually manage to Tweet their photos to #HeartMyYOW before the deadline. So this wasn’t a failed project by any stretch. But it could have been more successful, with a bit of help.

And that’s where I come in. I’m a branding guy AND a social media advisor (geek) AND a really active community promoter in Ottawa. So please please talk to me or Tweet to @DenVan if you have a local project you’d like to promote on social media, a Twitter hashtag dilemma, or just want to bounce an idea around! I’m happy to offer a few words of branding or social media advice to worthy causes, charities, and public good groups for free – EVEN THE CBC!!

If it’s a larger strategy project, training session, or if you need advice for your for-profit company, contact me anyway! For you, I’ll be happy to let you buy me coffee/lunch/beer and give you some thoughts, and a quote for more of my professional time and energy.

An Instructive Moment in Racist Crazytown

Spoiler alert: the ending will surprise you

It began with a Tweet. This morning, MSNBC news anchor Rachel Maddow posted the thought below – which was of course meant to contrast the current anti-Muslin insanity infecting huge swaths of public opinion in the States, with the more welcoming tone of recent Canadian efforts to resettle thousands of Syrian refugees as quickly as possible.

And then there’s *this* way to approach the issue: https://t.co/sdTTCklRpT

— Rachel Maddow MSNBC (@maddow) December 10, 2015

This was widely Liked, Re-Tweeted, and… Trolled. Yep, to no one’s total surprise, the usual Racist Crazytown trolls began lobbing their usual poisonous, fecal awfulness back at her Tweet.

But one inter-Troll exchange in particular caught my eye. Watch what happens when Troll #2 actually reads what he just responded to…

(Click the image to see it larger)

Here’s a closer look at that last Tweet. A classic comic double-take. Oh, and note the account name – ironically a reference to John Lennon’s Imagine.

So @Imagine0486, this one goes out to you, my weirdly-conflicted friend!

Imagine all the people, (and even trolls)
Wouldn’t it be sweet, (so sweet, sweet, sweet)
Spending less time hating, (ooh, and more time)
Reading every Tweet?!? (Twee-ee, ee-ee-eet!)

Brand strategy advice: Stonz Footwear

Meeting the challenge of expanding Stonz into new markets

If you follow me as @DenVan on Twitter, information pills you might have seen that I contributed to a Dan Misener piece in today’s Globe and Mail. It was a brand strategy critique of the Canadian kids footwear and winter-wear brand Stonz. But as with many such things, order the advice I provided was about twice as long as the space they had for me. So for Stonz, and all brand managers (and geeks), I’ve included my full thoughts below.

First of all, here’s the Globe and Mail Article (click to visit)

(Article here) (PDF file here)

The Stonz brand strategy challenge

Here’s their logo. The visual connection to footwear is pretty strong. As is the line above the “O”.

As the article says, Stonz is a Vancouver-based company that manufactures a growing portfolio of clothing and footwear for children. But their signature product, and the one most deeply associated with the Stonz brand, is the type of booty you see above for infants and toddlers. It’s big selling point: two rip cords help to keep it on your toddler’s feet – which is a real plus for us parents.

Their big problem: knock-offs. And this is particularly a problem as the company tried to expand into new markets overseas. Or as the article describes it:

(Founder and CEO Lisa Will) has seen several competing products that bear a strong resemblance to the all-weather outdoor baby boots sold by her company. She has even seen ads for “fake stonz” pop up online.

Ms. Will believes her booties were the “originals,” but while the company has secured worldwide trademarks for the Stonz brand, it does not hold any patents on its bootie design or other products, she says.

What the brand strategy experts (and I) say

Dan Misener pulled together three experts to address this problem.

Karinna Nobbs, lecturer in fashion branding and retail strategy,London College of Fashion
Joyce Groote, president and CEO of Holeys Canada of Delta, B.C.
Dennis Van Staalduinen, president of Ottawa-based Brandvelope Consulting (yes, that’s me)

Karinna and Joyce focused on building a brand story around the moms that founded the company, and to highlight the “original” and Canadian nature of the brand. And I fully agree. But I think Stonz has a bigger problem. I think the name is a serious liability. Here was my full comment:

My brand strategy advice for Stonz (full text)

When I asked my wife – the chief buyer of clothing for our three kids – to name some children’s boot brands off the top of her head, she rattled off Cougars, Sorels, Uggs, Bogs, and “Kamiviks” (sic.).

Ever heard of Stonz? “Nope,” she said.

“How about these?” I asked her, showing her the company Web site. “Oh, those!” She said. “We had a pair of those booties for a while.”

She remembered the “booties” but not the Stonz brand.

That’s a problem

Product innovation and pure marketing chutzpah have gotten this company very far indeed, and congratulations to them for that. But apparel products, promotions, supply chains, and social media campaigns are far too easy (and legal) to copy. What can’t be copied is a strong, memorable brand “hook” that makes one product the brand all similar products are compared to.

Think of the Canadian-invented footwear product “Foam Creations,” which only became a global phenomenon and a billion dollar public company when an American team bought it, and re-launched it under the much stronger brand name, Crocs.

How do I know it’s a more effective name? Because all last week I was telling my kids “Put your Crocs on. We’re going to the beach!” But I can’t even imagine saying to my toddler on a cold winter day: “Let’s put your Stonz (Stones? Stons?) on and go outside.” I would just say “booties”.

I don’t think it’s too late for these smart, driven entrepreneurs to thoughtfully and strategically re-launch their core brand. But I do think it needs to happen. And soon.

But what do you think?

Am I being to hard on that name? Is it really necessary to change it? Weigh in in the comments below!

Category: Featured