The economy is getting the blame for alot of things lately. And, it IS to blame for some things. But for others, it isn’t. I’ve decided that actual, real blame is due in around 50% of the time. Don’t ask me how I arrived at that figure…I couldn’t tell you…it’s honestly just a guess. I’ve no doubt that there are many business affected by the recession. But I also know this: for every business in that group, there is another business who has chosen to focus on service, increase the relevance of their product, enhance the positive experience for their consumers, and provide greater value for the price. These businesses are thriving. Why?

I’ve been reading Bear Grylls’ autobiography. Bear, of course, is the host of Discovery Channel’s Man vs Wild. This book is specifically about Bear’s successful attempt to climb Mount Everest, the world tallest mountain peak at just over 29,035 feet. It is said that 1 in 6 who attempt to climb the mountain die- either by physical accident or altitude-related illnesses.

I’m still early in the book, reading about how Bear raised the $20,000 through corporate sponsors to obtain a spot on the Everest team. After hundreds of rejections (including a rather humorous episode with Richard Branson) and failed attempts to convince corporate CEO’s to foot the bill for his adventure, he stumbled across a firm called David, Landon and Everest. Simply because of the name of that firm, he decided to go in and leave his brochure.

This time, he got called back for an interview. As it turned out, the “Everest” in the company name was descended from George Everest, the Surveyor General of India in the 1830’s. George Everest had been the first man to accurately measure the height of the great mountain, and the one for whom the colossal peak is named. So, yes, the company was interested in sponsoring Bear’s trip. But not for the reasons you might think…

There’s a lot of spin on both sides of the political isle today, as the House approved a whopping stimulus package to help boost the economy. So let’s think about this in everyday terms. What needs to be stimulated? Some say banks. Some say businesses. Some say the top of the ladder, so it can trickle down. Others say the bottom of the ladder, so it can filter up. So…in layman’s terms…PEOPLE.

You. Me. The guy next door. The girl that owns the shop around the corner. The person that pays, and the person that gets paid. After all, we’re all connected. None of us lives in a vacuum. So ask yourself…once the Senate passes this bill, will you feel better about spending money? About hiring a new employee? About withdrawing cash for furniture or taking out a loan for a car or a house? Will you feel better about your job? Your future? Your retirement? Are YOU stimulated?

It’s always a red flag when a prospect comes to our conference room and regales us with tales of how wonderful their product is…and how misunderstood it is…and that if we could only help them explain it in the right words, their bottom line would improve. They should’ve started with a better product, not tried to advertise themselves out of the hole. Advertising is always good, never bad. Marketing can be bad, ideas can be bad, and products can be bad. But good ads don’t help bad ideas or bad products. Good marketing must come first. In branding, the egg always comes before the chicken.

First off, congrats to Pittsburg. Even though I was puling for underdog Arizona, I have to admit that this Titans fan got some small satisfaction from watching Kurt Warner lose in the final seconds of the game.

Anyway, like every other ad geek in the country, I took some notes on what turned out to be a lackluster performance from Superbowl ads. Maybe it’s the economy, or maybe it’s just a sign of the times. Superbowl advertising is becoming analogous for advertising in general…where the real value of the tactic is the ad itself, not in what it could possibly accomplish. It’s the epitome of “the media is the message” way of thinking. Hey, if you’ve got the money and don’t mind blowing it…more power to ya.

Domino’s Pizza is on a taste-test attack against Subway. Domino’s recently rolled out oven-baked sandwiches (which is a sketchy brand strategy, but that’s a different story). Taste-test results show Domino’s on top. Of course, Subway doesn’t like this. It always fascinates me when companies threaten legal action against a competitor in order to change the mind of their consumers. Does Subway really believe that a lawsuit against Domino’s will suddenly make their sandwiches taste better? Do they intend to browbeat their consumer’s taste buds into submission? Psst! …Subway…it doesn’t work that way.

Everyone wants it….something for nothing, that is. For the first time in 12 years of work in this industry, I had a prospect actually walk out of the room today in disgust…didn’t even say goodbye or shake hands. A doctor…a plastic surgeon. Supposedly a nice guy. Hmmm…

The reason he walked out? Because we do not work for free. Why is it that otherwise reasonable and intelligent individuals think that the creative industry owes them a living? Of course, his reasoning was that if a patient comes to him, he gives before and after photos of his work to help the patient make an informed decision. Ok. I get that. I can give you before and after samples of my work, too…right here. What I won’t do is work for you without payment or at least a gentleman’s understanding of where the relationship is headed. I would assume that this same doctor would not perform half a boob job for free in order to help his patient make an informed decision.

Truly successful brand symbols all lie at the birth of a social movement. I don’t mean just your run-of-the-mill corporate brand logos. I mean real, larger-than-life, old school, American brands like Uncle Sam, Jeep, Deadhead, Daisy Dukes, Yellow Ribbons, and Mano Cornuto. (Mano who?) You know…devil horns. Heavy metal horns. Whatever you want to call it. It’s become a universal symbol of rock & roll rebellion.

What do all of these symbols have in common? They all lie at the origin of a social movement. People were rallying around a feeling or emotion or idea. These symbols gave the idea a voice…a way to express the inexpressible. The real kicker? These symbols didn’t try to create a movement. They simply became a symbol of a movement that was already there. That’s branding at its best: Being relevant, being timely, being yourself. Rock on.

This is what good branding is all about- forming a relationship with the consumer. So many brands make the mistake of building a one-sided brand that does nothing but take from the consumer. They learn quickly that consumers have little patience for such endeavors.

Hyundai is advertising what they call the “Hyundai Assurance.” And they predicate it on another move by the company from a decade ago…

Here’s wishing everyone lots of eggnog, plenty of gifts and giving, and a wonderful holiday season. Enjoy the break, come back renewed, and bring in 2009 with a bang!