ibranz Branding Resource Blog

July 3, 2009

Obama’s Top Five Health Care Lies

Filed under: Brand Articles — Tags: , , , , — admin @ 3:41 am

by Shikha Dalmia

President Barack Obama walked into the Oval Office with a veritable halo over his head. In the eyes of his backers, he could say or do no wrong because he had evidently descended directly from heaven to return celestial order to our fallen world. Oprah declared his tongue to be “dipped in the unvarnished truth.” Newsweek editor Evan Thomas averred that Obama “stands above the country and above the world as a sort of a God.”

But when it comes to health care reform, with every passing day, Obama seems less God and more demagogue, uttering not transcendental truths, but bald-faced lies. Here are the top five lies that His Awesomeness has told–the first two for no reason other than to get elected and the next three to sell socialized medicine to a wary nation.

Lie One: No one will be compelled to buy coverage.

During the campaign, Obama insisted that he would not resort to an individual mandate to achieve universal coverage. In fact, he repeatedly ripped Hillary Clinton’s plan for proposing one. “To force people to buy coverage,” he insisted, “you’ve got to have a very harsh penalty.” What will this penalty be, he demanded? “Are you going to garnish their wages?” he asked Hillary in one debate.

Yet now, Obama is behaving as if he said never a hostile word about the mandate. Earlier this month, in a letter to Sens. Max Baucus, D-Mont., and Ted Kennedy, D-Mass., he blithely declared that he was all for “making every American responsible for having health insurance coverage, and making employers share in the cost.”

But just like Hillary, he is refusing to say precisely what he will do to those who want to forgo insurance. There is a name for such a health care approach: It is called TonySopranoCare.

Lie Two: No new taxes on employer benefits.

Obama took his Republican rival, Sen. John McCain, to the mat for suggesting that it might be better to remove the existing health care tax break that individuals get on their employer-sponsored coverage, but return the vast bulk–if not all–of the resulting revenues in the form of health care tax credits. This would theoretically have made coverage both more affordable and portable for everyone. Obama, however, would have none of it, portraying this idea simply as the removal of a tax break. “For the first time in history, he wants to tax your health benefits,” he thundered. “Apparently, Sen. McCain doesn’t think it’s enough that your health premiums have doubled. He thinks you should have to pay taxes on them too.”

Yet now Obama is signaling his willingness to go along with a far worse scheme to tax employer-sponsored benefits to fund the $1.6 trillion or so it will cost to provide universal coverage. Contrary to Obama’s allegations, McCain’s plan did not ultimately entail a net tax increase because he intended to return to individuals whatever money was raised by scrapping the tax deduction. Not so with Obama. He apparently told Sen. Baucus that he would consider the senator’s plan for rolling back the tax exclusion that expensive, Cadillac-style employer-sponsored plans enjoy, in order to pay for universal coverage. But, unlike McCain, he has said nothing about putting offsetting deductions or credits in the hands of individuals.

In other words, Obama might well end up doing what McCain never set out to do: Impose a net tax increase on health benefits for the first time in history.

Lie Three: Government can control rising health care costs better than the private sector.

Ignoring the reality that Medicare–the government-funded program for the elderly–has put the country on the path to fiscal ruin, Obama wants to model a government insurance plan–the so-called “public option”–after Medicare in order to control the country’s rising health care costs. Why? Because, he repeatedly claims, Medicare has far lower administrative costs and overhead than private plans–to wit, 3% for Medicare compared to 10% to 20% for private plans. Hence, he says, subjecting private plans to competition against an entity delivering such superior efficiency will release health care dollars for universal coverage.

But lower administrative costs do not necessarily mean greater efficiency. Indeed, the Congressional Budget Office analysis last year chastised Medicare’s lax attitude on this front. “The traditional fee-for-service Medicare program does relatively little to manage benefits, which tends to reduce its administrative costs but may raise its overall spending relative to a more tightly managed approach,” it noted on page 93.

In short, extending the Medicare model will further ruin–not improve–even the functioning aspects of private plans.

Lie Four: A public plan won’t be a Trojan horse for a single-payer monopoly.

Obama has repeatedly claimed that forcing private plans to compete with a public plan will simply “keep them honest” and give patients more options–not lead to a full-blown, Canadian-style, single-payer monopoly. As I argued in my previous column, this is wishful thinking given that government programs such as Medicare have a history of controlling costs by underpaying providers, who make up the losses by charging private plans more. Any public plan modeled after Medicare will greatly increase this forced subsidy, eventually driving private plans out of business, even if that weren’t Obama’s intention.

But, as it turns out, it very much is his intention. Before he decided to run for office–and even during the initial days of his campaign–Obama repeatedly said that he was in favor of a single-payer system. What’s more, University of California, Berkeley Professor Jacob Hacker, who is a key influence on the Obama administration, is on tape explicitly boasting that a public plan is a means for creating a single-payer system. “It’s not a Trojan horse,” he quips, “it’s just right there.”

But even if Obama wanted to, it is simply impossible to design a public plan that could compete with private insurers on a level playing field and without “feeding off the public trough” as Obama claims.

At the very least, such a plan would always carry an implicit government guarantee that, should it go bust, no one in the plan would lose coverage. This guarantee would artificially lower the plan’s capital reserve requirements, giving it an unfair edge over private plans. What’s more, it is simply not plausible to expect that the plan wouldn’t receive any start-up subsidies or use the government’s muscle to negotiate lower rates with providers. If it eschewed all these things, there would be no reason for it to exist–because it would be just like any other private plan.

Lie Five: Patients don’t have to fear rationing.

Obama has been insisting, including during his ABC Town Hall event last week, that the rationing patients would face under a government-run system wouldn’t be any more draconian than what they currently confront under private plans. This is complete nonsense.

The left has been trying to address fears of rationing by trotting out an old and tired trope, namely, that rationing is an inescapable fact of life because every system rations whether by price or fiat. But there is a big difference between the two. If I can’t afford caviar and champagne every night, any rationing involved is metaphoric, not real. Genuine rationing occurs when someone else controls access–how much of a particular good I can consume.

By that token, Obama’s stimulus bill has set in motion rationing on a scale unimaginable in the land of the free. Indeed, the bill commits over $1 billion to conduct comparative effectiveness research that will evaluate the relative merits of various treatments. That in itself wouldn’t be so objectionable–if it weren’t for the fact that a board will then “direct financing” toward approved, standardized treatments. In short, doctors will find it much harder to prescribe newer or non-standard treatments not yet deemed effective by health care bureaucrats. This is exactly along the lines of the British system, where breast cancer patients were denied Herceptin, a new miracle drug, until enraged women fought back. Even the much-vilified managed care plans would appear to be a paragon of generosity in comparison with this.

Obama has repeatedly asked for honesty in the health care debate. It is high time he started showing some.

Shikha Dalmia is a senior analyst at Reason

July 2, 2009

Lance Armstrong Peddles ‘Tour de France’ via Social Media


Becky Ebenkamp

Lance Armstrong will advocate his passion for social media and bring brand sponsors Oakley, Nissan and Clear2o along for the ride by teaming with healthy living community Web site Livestrong.com. On the site, Armstrong will provide real-time updates from the “2009 Tour de France,” which begins July 4 and runs through July 26. The Tour de France portion of the site goes live today (Wednesday).

The deal was designed out of Armstrong’s frustration with U.S. coverage of his sport during the “Giro d’Italia” race. “He called up and said, ‘I, Lance, want to broadcast through Livestrong.com exclusively and use Twitter to make sure people can not only see the tour, but actually feel it and hear it directly from my mouth—unedited,’” explained Richard Rosenblatt, co-founder, chairman & CEO of Demand Media, which owns the Livestrong.com community.

“It’s a true leap in social media—one of the greatest athletes ever talking about what’s going on and filming it in real time,” said Rosenblatt. “Advertisers want to feel like they’re participating, and their brands are tied to something real. [With] this experience—it can’t get more real.”

The champion cyclist, cancer survivor and founder/chairman of the Lance Armstrong Foundation will connect directly with fans via the site and file behind-the-scenes blogs, videos and photos. This will be Armstrong’s 12th “Tour de France.”

The site will also feature a route-tracking tool called Livestrong Loops, which let fans track Armstrong’s journey and map the race across all 21 stages. They can also check out local courses for running, walking, cycling and hiking at the site and track the caloric burn from completing a loop by using The Daily Plate tool.

Oakley is the presenting sponsor of the site’s behind-the-scenes “Tour de France” content, and its products will get placement in blog updates. Oakley’s Jawbone glasses are the current model for which proceeds are donated to Livestrong, and the brand has raised $3 million in two years for cancer research. Oakley will get banner ads and other real estate on the “Tour de Lance” section of the site in exchange for the sponsorship.

Oakley, which gets about 1.5 million unique visitors to its Web site each month, will link to Livestrong.com and provide live Twitter feeds from Armstrong and the 75 or so other riders it sponsors in the race.

“In this tough economic climate, we’ve found that people want to spend their money on a quality product or something they believe in,” said Pat McIlvain, vp-sports marketing at Oakley, a company that began sponsoring Armstrong 20 years ago when he was a triathlete. “With Livestrong, they feel the money is going to something good and they want to participate. It’s as a centrifugal force of what Lance is riding the ‘Tour de France’ this year. Sure, he wants to win. But more so, he’s trying to raise money and awareness for cancer.”

Clear2o, which markets a water bottle with a filtration system called Clear2Go, modified a widget at the Livestrong site that reminds users to drink plenty of water each day—it’s now subtly sponsored and branded. Nissan’s specific plans are less certain. The company is expected to use the sponsorship to promote the Altima and to interact with consumers and the Livestrong and Lance Armstrong brands online and offline.

July 1, 2009

Starbucks Revamps Menu with Healthier Fare


Lindsay Gordon

Starbucks today announced a major overhaul of its food menu. In addition to adding a flurry of new products, the coffee giant is cutting all artificial flavors, dyes, high-fructose corn syrup and artificial preservatives wherever possible.

The menu makeover comes as McDonald’s moves ahead with the launch of its higher end McCafe product. The burger chain has vowed to support the new product, which is aimed squarely at Starbucks, with a reported $100 million marketing budget.

Starbucks, which has seen its sales suffering, views the new menu as a way to send a more consistent message to its customers about its commitment to health and wellness.

In the past year, Starbucks’ healthy food introductions have proved successful, with their Perfect Oatmeal rising to the chain’s top-selling food item within a few weeks. Some of the new items on the menu will include a Blueberry Oat Bar filled with two types of organic blueberries; Banana Walnut Bread, which contains nearly 30 percent real banana; and a Strawberry Banana Vivanno Smoothie that adds a strawberry flavor its line of smoothies. The new Farmer’s Market Salad tops romaine lettuce with blue cheese, almonds, dried cranberries, apples and all-natural balsamic dressing for 300 calories.

Newspaper ads, via BBDO, New York, broke today in The New York Times, The Wall Street Journal and USA Today to support the newest products.

“Starbucks customers have been telling us that they want better tasting and healthier food options when they visit our stores. We answered their call with a delicious new menu of food made with real ingredients and more wholesome options,” said Sandra Stark, vice president, food category, Starbucks Coffee Company, in a statement. “Whether they are looking for their morning breakfast, nutritious lunch or afternoon treat, we are confident our customers will taste the difference.”

June 29, 2009

Does your Brand have a Media Room?

media-room1
A Media room is simply a place where journalist and reporters can quickly learn about your company. This web page is more than a press release area and should answer just about every question you can think the media is looking for when discussing your firm. What is included in a media room?

Company bio’s
Company facts
Press Releases
Video on demand
Podcasts
Directions to your company
Events

What is a media room suppose to look like? Here are some great examples:
Varian Medical Systems
Centura Health
Geoeye
Clean Burn
Owens Corning

In closing, if your company is spending considerable time and money to promote your firm, why not provide a showcase where your brand can be presented in one location, within one click, and easy for the media to learn and write about you?

June 27, 2009

Jackson Dominates iTunes, Amazon, Twitter


By Andre Paine

Predictably, the death of Michael Jackson has had an immediate impact on his sales.

Five of the top 10 “trending topics” on Twitter are currently Jackson-related and his death dominates Google trends Friday morning.

The singer dominates the U.S. iTunes store’s top albums rankings, with seven sets in the top 10 early Friday.

On iTunes U.S., The Essential Michael Jackson was No. 1, followed by Thriller at No. 2, Number Ones at No. 3 and Off The Wall at No. 4. Thriller (25th Anniversary Edition)” was No. 5, with Bad at No. 9 and The Ultimate Collection at No. 10.

Jackson also had eight of the top 10 music videos on iTunes, including U.S.A for Africa’s “We Are the World,” and Thriller at No. 1.

On Amazon.com, the Sony Music Entertainment album catalog and hits sets have the top 15 positions on the site’s best-selling music chart.

Sales are likely to surge in European territories throughout the course of the day, where people woke up to the news of the singer’s death. By 2 p.m. U.K. time, Jackson has eight of the top 10 selling albums on the U.K. iTunes store.

In Australia, where news broke on the morning of June 26, Jackson has five sets in the top 10 albums on the country’s iTunes store.

The BBC reports that both Google and Twitter were overwhelmed by the volume of people using each service. Some Google News users briefly experienced difficulty accessing search results.

June 26, 2009

More Moms Using Social Media

Filed under: Brand Articles — Tags: , , , , — admin @ 3:20 am

NEW YORK Mothers of young children are spending far more time with social media than just three years ago. And most claim that as their personal time diminishes after becoming moms, they end up sacrificing time spent with magazines and newspapers.

Those are among the noteworthy media/marketing-related findings in an elaborate new research report presented here by BabyCenter during an event today dubbed Meet the 21st Century Mom. According to the report, which compiled information from 18 different surveys conducted over the past six months with 25,000-plus respondents, 63 percent of women reported being active on social networks. When BabyCenter conducted a similar study in 2006, just 11 percent claimed to be social net regulars.

“Social media has grown up,” said Tina Sharkey, BabyCenter’s chairman and global president, during a keynote address at the Yale Club. “In just a few years, we think moms using social media will eclipse those that are using newspapers.”

Based on data compiled by BabyCenter, women with new babies cut back on media consumption by as much as three hours, with print taking the biggest hit. “The drop in magazine use is crazy,” said Sharkey. According to the report, 49 percent of respondents claim to read magazines less after giving birth, and 46 percent said the same about their newspapers.

Meanwhile, as more moms gravitate to social networks, Sharkey said they develop two distinct friendship circles: their real-life friends and their mommy friends — who they may not have actually met offline. Because these women are so social and hungry for information, they often meet other mothers in similar child-rearing stages on sites like BabyCenter and various mommy blogs.

And moms interact with their friends differently in mom-centric social environments; according to the research, 71 percent of BabyCenter members share information that they wouldn’t share on Facebook. To illustrate this example, Sharkey pointed to a 33-year-old mom named Summer who posed the same question to her Facebook friends circle and her mommy circle: “When do you tell your children the truth about the tooth fairy?” While her Facebook friends mocked the question, her mommy friends provided earnest, helpful answers.

That dynamic is something marketers must consider when looking to reach moms in social environments, said Sharkey. “It’s really the mind-set that matters,” she said.

During a panel discussion, David Lang, president of MindShare Entertainment and creator of the Web series In The Motherhood, concurred, adding that brands need to take a more restrained approached when marketing to moms on social networks and blogs. “You can’t push,” he said. “Be part of the conversation. Sit back and let it happen, but be around so they know you’re there.”

June 25, 2009

Making Graduate Thesis Available for Nonprofits

thesis

If you are a 501(c)3 nonprofit organization, you might benefit from reading a thesis I wrote many years ago which profiles (case study) an organization and their current brand position in the marketplace. This analysis uncovers current brand perception based on collateral materials and prior direct mailings. The case study closes with recommedations that the nonprofit could use to align their business model and activities to thier target audience (donors). In short, it provides insight into the methodology used to evaulate and repostion the nonprofit brand.

If you are a nonprofit and interested in this thesis, please e-mail to info@ibranz.com

June 24, 2009

Green Is the New Black


By Adweek Staff

NEW YORK: Brands have ramped up their eco-friendly product launches in response to growing consumer demand. A crop of green shopping sites has emerged to make it easier for consumers to find environmentally correct items and get tips on how to weave green practices into their lives, according to research reviewed by eMarketer.

From the beginning of 2009 until April 15, Datamonitor counted 458 new products with eco-friendly claims. If this rate were to continue, the number of green product launches would reach 1,592 in 2009, triple the number in 2008.

Retailers are announcing major green initiatives that range from adding more such products to their catalogs to reducing carbon dioxide emissions in their supply chains. Marketers are experimenting with strategies to engage consumers on social networks and social shopping sites. Progressive brands have extensive information on their Web sites that assesses their progress with green initiatives.

June 23, 2009

Burger King ‘Transforms’ Menu, Packaging for Movie Promo

Filed under: Brand Articles — Tags: , , , , , — admin @ 4:51 am


By Stacy Straczynski

Burger King this week launched a promotion tied to the June 24 release of Transformers: Revenge of the Fallen. The effort includes a game, dubbed “Transform Your Way,” as part of which consumers can win prizes via two scratch-off game pieces attached to select BK menu items.

Burger King is offering prizes such as $1 million, a new Chevy Camaro 1SS and Burger King food items. Consumers can also enter online at Bktransformers.com for a chance to win a $10,000 prize. Once site visitors register their game piece codes, they can then search for the “King Robot,” who is disguised as a stainless steel BK Broiler chicken sandwich. The sweepstakes will run through July 19.

“With our entertainment partnerships, we strive to expand the movie experience for fans, bringing the film beyond the big screen and into our restaurants,” said Russ Klein, president of global marketing, strategy and innovation for Burger King Corp, in a statement. “There are two reasons to play the ‘Transform Your Way’ game. Not only is every game piece a possible winner, but the chance to win continues with the online extension.”

Burger King has also updated its menu in light of the promotion. Starting today, BK will offer its new BK BBQ Double, Triple and Quad Stackticon burgers. The Stackticon, a take-off of its BK Stacker, plays on Transformers’ construction theme. Diners can “build” their own meal by stacking multiple burger patties and accoutrements. The Stackticon burger options will be available on participating BK menus for a limited time at a suggested retail price of $2.79 (Double), $3.49 (Triple) and $4.29 (Quad).

TV ads to promote the new burger series to adults will feature the “King Robot,” a character who awards customers with cash. Kid-targeted ads, which are directed by Transformers’ director Michael Bay, will feature children being approached by Autobots in a Burger King parking lot.

Each kids meal will come with a Transformers: Revenge of the Fallen toy that is based on a scene from the movie. There are eight toys in all and they will be available while supplies last.

June 22, 2009

Online Brands Turn to Traditional Ads

Filed under: Brand Articles — Tags: , , , , , , — admin @ 4:29 am


By Andrew McMains and Brian Morrissey

NEW YORK At the onset of travel site Kayak.com’s ongoing search for a lead agency, company co-founders Steve Hafner and Paul English marveled at the successful traditional advertising debut of Hulu.com.

The Web site was just a concept 18 months ago — without even a name — and is now the Internet’s second most popular video destination per Nielsen, in part due to a decidedly “old-school” tactic: a 60-second spot on Feb. 1’s Super Bowl. The quirky “Alien” spot featured Alec Baldwin and the resulting spikes in brand awareness and Web traffic, including a 104 percent increase in monthly unique visitors to over 9 million, prompted Kayak to consider Hulu creative agency Crispin Porter + Bogusky for the company’s estimated $40-60 million creative and media account. (Ultimately, the shop didn’t reach the final round.)

Kayak is among a handful of online brands, including Zappos.com and Amazon.com, that are now seeking traditional agencies (and offline tactics) to create mass awareness and define more broadly what they do. Zappos and Amazon, for example, are frustrated that many consumers don’t know that they sell more than shoes and media content, respectively. And while online efforts, including paid search ads, are part of the answer, they are clearly falling short in the eyes of companies with ambitious growth plans and money to spend.

“Amazon, Zappos and Kayak — we all have rational money and we’re looking at [the marketplace] and going, ‘You know what? In these bad times, we can actually accelerate our growth,’” said Robert Birge, chief marketing officer at Kayak in Norwalk, Conn. “If I spend this money, I’m actually going to get a positive return.”

These clients are leaving it up to the shops pursuing their accounts to determine what tactics are most appropriate, but each has expressed an interest in TV ads. In an RFP Zappos issued two weeks ago, the Las Vegas-based company said it was seeking “traditional mass advertising (print, TV, OOH, etc.), online advertising (brand awareness, co-op partnership development), grassroots/word-of-mouth and social media.” And this month Amazon launched an online contest to solicit potential TV spots from consumers.

The Seattle-based Amazon declined to comment on its search, which one source described as near completion. The online retailer, which in addition to books, CDs, DVDs and electronics, sells groceries and Kindle wireless readers, hasn’t had a lead agency since 2002, when it split with Publicis Groupe’s Fallon in Minneapolis.

Kayak is considering three finalists for its account — Publicis Groupe’s Saatchi & Saatchi here and Omnicom Group units Goodby, Silverstein & Partners in San Francisco and 180 in Santa Monica, Calif. — with the goal of selecting an agency next month. Zappos, whose RFP went to more than a dozen agencies, including some global networks, expects to complete its process in mid-August.

Such searches for traditional agencies illustrate the limitations of online advertising and the power of TV spots, not withstanding the difficulty of assessing their impact on sales. “The reason why they are looking to TV is because they’re looking to broaden their audience. They’re looking to bring in new customers,” said Barry Lowenthal, president of The Media Kitchen here, a unit of MDC Partners’ Kirshenbaum Bond + Partners. Television advertising is “about bringing people into the fold that aren’t already participating in the category or, if they are already participating in the category, might not be considering your brand. It’s much higher up the purchase funnel.”

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