I have to admit,this is one of my favorite print ads out there.  But then again, I seem to have a soft spot for great liquor advertising.

In the world of Consumer Packaged Goods, Knob Creek is going through what we call “allocation.”  And allocation is usually a bad thing for a brand… a really bad thing.  But the marketers at Knob Creek have taken the high road and used the shortage to reinforce their equity of “uncompromising quality.”  It would have been easy for them to start using some product that hadn’t aged the “full 9 years”.  But they did what is right in the long run for both their fans and for the brand.  That type of commitment to a brand is admirable and should be a role model for all Brand Managers.

BTW - Special thanks to Jason Falls for helping me get a digital copy of the above ad.

Up until just a few weeks ago, I had no idea what Aardvark was.  But then the ever helpful John Battelle introduced me to Aardvark co-founder Max Ventilla.  Since that introduction, I have become a huge fan of Aardvark.

So what exactly is Aardvark?  Well for starters, here are a few the one-liners the company says they have used to explain it:

• Aardvark is Social Search:  finding information from real people.
• Aardvark is a live channel to anyone in your network who has the knowledge and experience to answer your question.
• Aardvark is the IM buddy who always knows the right person to ask.
• Aardvark is a community of helpful people who share tips and opinions.

For me, Aardvark has become the perfect way to get answers to questions where I need an opinion / recommendation instead of just facts.  (more…)

A couple of weekends ago, Cindy and I headed down to Dallas for a little road trip.  Just outside of town, we decided to stop for dinner and try something new.  Thanks to this little bit of spontaneity, we discovered Which Wich? Superior Sandwiches, my latest entry in “Brands I Love.”

At first glance, Which Wich is similiar to Potbelly Sandwiches, one of the first “Brands I Love” write-ups here on Hard Knox Life.  After all, both serve toasted sandwiches and are aimed after the family.  And more importantly, both are growing quickly with Which Wich at 55+ stores and Potbelly opening store #200 in June 2008.

But Which Wich? gets distinction as a “Brand I Love” not because of the similarities, but instead because of their differences:

Which Which Order Bags

They make ordering your food something you tell others about: When you first walk into a Which Wich, you stand there a little confused.  After all, you are staring at a wall of brown paper bags, a menu on the wall and a cup of red magic markers.  But that initial confusion is actually what makes the experience so memorable and enjoyable.  It is an ordering experience that you want to tell others about because its pretty damn fun.  And judging by the excitement of the kids ordering in front of me, it is an experience the entire family will enjoy.

(more…)

trashion = fashion from trash

Refinding is an incredibly cool company that turns discarded rubber tires, tennis balls, and other items into hot fashion accessories like belts, purses, and bags. In their own words: 

…each item is made by hand using reclaimed stuff to create one-of-a-kind, couldn’t duplicate it if we knew howfashion accessories. We call it “trashion,” you’ll call it “cool.”

I first read about Refinding in Thrillist a couple of months ago.  But it wasn’t until last week that I found out that one of the guys behind the company is actually a creative I work with over at Saatchi & Saatchi X.  Pretty cool stuff and definitely a brand I love.

I recently I came across a brand whose concept I just love, Help Remedies. The brand is taking what Method did for Home Care (and now Personal Care) and applying the concept to Health Care.  The company is bringing simple, yet elegant packaging/design to health care products, while using a singular benefit such as “help, I have a headache.” I love this concept and their tag line of ”Everyone needs a little help from time to time.”  The company goes on to explain their concept further on their About Us page with the following:

While some health problems are large, complicated and frightening, most aren’t the end of the world. A kind word and a little help can get you on your way again.

Help Remedies was created to make solving simple health issues simple. We find the best solution there is, and take away everything else. By stripping away some of the complexity and fear mongering of the health industry, we hope to make the category friendlier and more accessible, and in doing so empower people to make their own health decisions.

We think a little help, honesty and kindness will go a long way.

I think the brilliance of this idea is really in the simplicity.  Health Care doesnt need to be complicated but we have made it this way.  There is a growing trend of DIY Doctor (coined in MicroTrends) and brands like Help will be able to capitalize in a big way.  And it will be easy for them to expand with Help, I have heartburn (watch out Tums) or Help I have chapped lips (watch out Blistex).  The opportunities are endless for this brand….I just hope P&G’s M&A group has their eye on these guys!