FB Legacy Inspires a New Fashion Movement- What's Your FB?

The brand that sparked a movement of fashion and music fusion is back, and they want to know; What's your FB?

The FB Legacy collection, is inspired by turn-of-the-century industrial workman wear. The brand provides complementary wardrobe staples, and represents the modern man; with core sportswear apparel. According to the clothing line’s founder Daymond John, FB Legacy is the "modern-day response to ever-changing fads.”

The "What's your FB?" campaign has been launched to demonstrate the difference between FB Legacy urban hip hop clothing and current Industry fads. Each vignette features an actor, athlete or artist who represents Mr. FB.

In one spot, called "Trendy vs. Slim Thug", Slim Thug stands opposite a guy dressed in a ridiculous outfit. The rapper clearly states that his style is not about baggy jeans, which he jokes were popular 10 years ago. Then, as he flashes his bank roll in front of the camera, he tells "Trendy" that he "wouldn't be able to fit it in them tight jeans." Slim Thug ends with the brand's tag line: "Trend is short. Style is forever, Baby. What's your FB?"

The highly anticipated FB Legacy collection, which will hit stores in the Fall of 2010, is an opportunity for the clothing line; to return to its deep rooted history.

“We are trying to educate the kids about the history of it...We’re a legendary brand. We were around for a long time” says Daymond John. In an article written for the globalgrind.com, author PiperMckei writes:

"...a sense of pride overcame me as I thought of the meaning of the brand, the friendship between four Queens natives that remains just as solid as it was at it's inception. We've seen a lot of brands sweep through Hip-Hop and Fashion, but none of them seemed to connect with the people like this one has. It's inspired artists to become brands, it encourages unity and pride amongst the masses and it has managed to persevere in an 'City of Iron'."

The new FB Legacy clothing collection, as defined by founder Daymond John; is a "sportswear for the modern man, that will compliment any wardrobe".

Sources say, the FB Legacy clothing line will launch on DrJays.com, in the Fall of 2010.

YMCA Adopts New Brand Strategy- Branding Y

For the first time in nearly half a century (43 years), YMCA of the USA is adopting a new branding strategy; which includes a change from the traditional logo as well.From now on, the more than 2600 YMCAs in the United States; will consistently be branded as “the Y.”

Earlier research performed by the YMCA, provided disturbing and eye-opening results. "Nearly 100 percent of Americans recognized the YMCA name, but very few understood what it stood for."

The Y's new marketing/branding strategy, is designed to increase awareness and understanding of the impact; the organization makes in their communities. As well, the organization intends to offer more programs/services, to more people; in the following three (3) areas: Youth Development, Healthy Living and Social Responsibility.

The new branding strategy, will simplify how the Y is able to communicate the programs and services; they continue to offer clients. The organization's new message is focused and clear: Every program/service offered by the Y, is designed to nurture the potential of children/teens, improve health and well-being, and motivate people to support their neighbors; and their community.

I Guess Hemi's Don't Come in Green

First Chevrolet (Chevy) and now Chrysler (Hemi). Why are car manufacturers abandoning the car enthusiast brands, that have helped to forge their enormous success?

In support of a recent decision, Chrysler has initiated a campaign to distance itself from the performance-oriented Hemi brand; in favor of a greener and more fuel-efficient image. Chrysler says it intends to invest it's marketing dollars into the new Pentastar V6 engine technology, that it promises will improve fuel economy (in its vehicles); by as much as 25 percent. Wonderfully environmentally-friendly, except the car still runs on gas; right?

Do you remember the old "That thing got a Hemi?" advertisements? The term "Hemi" was once a branding bonanza. The brand spoke of power, performance and dependability. If someone asked you "That thing got a Hemi?", and you answered "Yes"; you instantly earn the admiration and respect of your audience. It was a status symbol. It did not require further explanation, or a follow-up...except for maybe "Sweet"?

Nevertheless, Chrysler has said that (most of) their vehicles, will no longer be powered by Hemi. Except, guess what? They really are. Chrysler has said that it will allow the Hemi name to be use sparingly, for the line of V8 engines used on certain Dodge and Ram vehicles; but will be cut entirely from Chrysler models. The remaining members of the Dodge/Jeep lineup running the iconic Hemi engine (300C, Charger RT and 2011 Jeep Grand Cherokee) will be branded as a "5.7-liter V8." Wow, that sounds much more fuel efficient! Instead of just knowing, what (Hemi) was taking all my gas money; now I know exactly how (5.7L-V8) it takes it.

Sorry, I don't buy it. The change initiated by Chrysler, is not about manufacturing a greener vehicle for consumers; it is about creating a greener image for the company. Consumers who look to buy a Hemi, are not concerned with fuel efficiency. They accept that they must sacrifice fuel economy, for the power, performance and dependability, the Hemi brand promises. Start telling consumers how big (5.7L-V8) that Hemi really is, and you just might scare them away.

How and Why Kellogg's Built Brand Classics

In recessionary times, when financial markets, governments agencies and major institutions are unable to deliver the “feel-good” products/services that consumers demand; shoppers will (most often) turn to more promising sources of strength and assurances. When times are tough, consumers will consistently select the brands and branding, that transports them back to the “good old days”; with the promise of a secure and familiar experience. In many cases, consumer satisfaction is derived from a form of entertainment, clothing, food or automobile.

Typically, consumers believe that days from the past; are/were somehow better. Even people too young to remember, will entertain feelings of fondness for places and products, that inspire the feelings of happiness; from the “good old days.” When there seems to be no reprieve from their daily miseries, people will reminisce about the things that have represented stability and integrity; in their life. They become nostalgic for the simple and genuine articles, that they perceive as classic and authentic. So, when the going gets tough, the toughest brands turn to the past; to help consumers feel better about the present.

Consider for a moment, some of the brand building strategies that Kellogg has implemented, in the marketing some of their more popular products; to consumers. For example, the Cornflakes advertisement, promotes that it has been considered "The Original and Best" since 1906. To further reinforce the classic/traditional message, Kellogg's has utilized vintage Normal Rockwell pictures, to remind consumers of how traditional; Cornflakes really are. As well, the company's Rice Krispies Treats are also represented in print, television and websites, in such a way that it consistently reminds consumers; that "this classic delicious snack has been making memories for kids and parents alike for generations." You can see how this ad is not at all elusive or illusionary. It focuses on Family and Tradition. Two things that strongly influence a consumer's memories of the “good old days.”

Successful Internet Marketing and digital PR firms have realized and accepted, that the past is making a comeback in brands; and in branding strategies. The most resilient brand names have put forth the effort, to ensure that their products/services can be revived as classics; for many years to come. The companies that are the most successful at this approach, will closely associate their brands with positive feelings and experiences, and encourage future recollection of these memories; when times get tough.

My Memo (Back) to GM: Reconsider Your Chevy Branding Position

Recently, GM executives sent a memo to their employees, instructing them to stop referring to the company’s most famous product as a “Chevy”; when making mention to dealers, family and friends. With this move, it would seem that the company (GM) is making an aggressive effort to disassociate itself with a brand, that has become one of the most recognized names on the planet; and an icon of popular culture.

Consider for a moment: How many companies have earned enough consumer devotion to a product, that customers have generated an affectionate "pet name" for it? Coke, Bud...Chevy? This has been the positive end result, for some of the most recognized brands in the world (like Coca-Cola or Apple), who have repeatedly demonstrated consistency in their branding strategies; year after year.

I am certain that the GM executives are aware, that in an effort to encourage sales and promote consumer awareness/loyalty in the past, their branding strategies have made a promise to Chevy customers. As a result, this promise is heavily reflected in the Chevy car or truck buyer's immediate and future expectations of the company, product and brand. Not only have consumers selected the popular Chevy brand because it meets their basic needs, but also because the brand has promised a certain quality or style; that they have grown to rely upon. And, when a recession hits and the competition for diminished auto sales increases, the details that seem insignificant to GM, may suddenly become increasingly important; and heavily influence the Chevy consumer's consideration/purchasing process. Perhaps, it will be enough to entice more Chevy customers to address the question: "Have you driven a Ford lately?"

For a company that only a year ago had to be bailed out of bankruptcy by U.S. taxpayers, and is still predominately owned by the federal government, GM should seriously reconsider their decision to omit the popular nickname (Chevy); that clearly embodies half the appeal of their flagship brand (Chevrolet).