Results for articles with tag 'macys' (2 total)
08/16/2010 10:28:54 AM 
Since the show is set in the era prohibition era, it might seem surprising to see Canadian Club playing such a prominent role, but apparently the brand was firmly associated with the period; Al Capone was rumored to have smuggled the brand from Windsor Canada, to Detroit.
Obviously a Scorsese show for HBO is going to get attention and it's probably going deal with some edgy content and themes- something you wouldn't have thought these three brands would have wanted to be part of. However, they've probably seen the success of the Mad Men as another period piece and seen the opportunity to gain cultural propulsion by taking some risks.
This is a nice deal for both parties because HBO get's an inside track on a lot of interesting free media- like store windows in Bloomingdales, hotel rooms in Atlantic City and a partnership in speakeasy parties organized by Canadian Club.
The challenge for these brands is to make sure they can "own" something out of this deal and really play a role. If they are just seen as mere "sponsors", they won't have capitalized on the opportunity correctly. Clearly this is not their creative idea and content and there's a danger these brands could get lost in the shuffle.
There's something of a gamble going on here on a couple of levels
1. A Scorsese TV series will be a hit
2. The 1920s will make a cultural comeback
The first point is likely given the man's track record Less likely are the 20s making a cultural comeback; while there can be some parallels drawn with the recession, it's past history that's difficult to connect with, unlike Mad Men, where you can clearly see the line between that past and today.
The best these brands can hope for is that the relevance in the glamor, sophistication and drama of the period can be tapped and turned into something.
For Canadian Club, a brand that's not afraid to take risks, it will be interesting to see how far they push this association.
Posted by Ed Cotton
09/11/2024 08:06:26 AM
Although the whole notion of branding is based on making strong emotional connections with consumers, I wonder if many CFOs really understand branding.
Perhaps they see branding as a tool for operational efficiency- a way to make everything the same, so there don't have to be multiple versions or ad, signage and training binders.
Most of the time this consoldiation happens and it goes un-noticed, consumers have come to expect it, especially in categories like banking and teleommunications.
However, once in a while, consumers get upset when they see one of their beloved brands crushed by another, It looks like Macy's might be under attack in Chicago for getting rid of Marshall Field's.
"It’s been a year since Marshall Field’s vanished to make way for Macy’s. To mark the occasion, dozens of protesters gathered outside Macy’s huge State Street store, suggesting shoppers boycott the retailer and demanding a return of the Field’s imprint.
Chants of “Field’s is Chicago, Boycott Macy’s!” were heard and signs reading “Macy’s Go Home!” fluttered in the air. Protesters wore the green that distinguished Marshall Field’s shopping bags -- and a handful of women decked out in colorful 1890s-style dresses and hats -- marched around the square-block store, and drew honks from passing cars.
The store is one of about 400 properties nationwide converted last year to the Macy’s nameplate by Cincinnati-based Federated Department Stores Inc., which acquired them when it bought May Department Stores Co. in 2005. The move gave Federated more than 800 Macy’s stores in 45 states, the District of Columbia, Guam and Puerto Rico. Federated then changed its name to Macy’s Inc."
Via Pantagraph
One would think that Macy's did a little bit of research before they made the decision, perhaps a survey and some focus groups. They also would know that authenticity is an important consumer trend and that brands with heritage and history have considerable value. Perhaps they did all this and ignored the findings, because in the end, operational efficiency trumps brand meaning.
Finally, if anyone knows of any research on CFOs attitudes to brands and branding, please share.
Posted by Ed Cotton
Articles for tag macys (2 total).