Blog - Converge by Bader Rutter

This isn’t exactly the type of question you’d expect a brand to ask you. But for Honest Tea, it’s all part of having an experience with the brand.

I recently attended an event featuring Max Lenderman, author of Brand New World and Director of OuterActive at Crispin Porter + Bogusky, talking about experiential marketing.

The example he highlighted that stuck with me the most was from Honest Tea. When most of us hear the words “experiential marketing,” we think of a huge semi truck that rolls up fully outfitted with multiple ways for people to experience the brand its promoting. We also think about huge budgets.

That’s not the case for Honest Tea. They set up simple stands in major cities full of their product. There’s no company representative around, just a sign that asks you to pay $1 for a bottle of tea and a locked box to put the money in. It’s based on the honor system. It perfectly aligns with their brand. And it couldn’t be a more cost effective way to provide a genuine experience.

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Marketing

Friday

Aug202010

Friday, August 20, 2010

How a summer at BR prepared me for "Three Years of Hell"

Ali Dickow |

The summer is quickly coming to an end, as is my time at Bader Rutter. Next week I will be in Madison to begin what student blogger Anthony Rickey has termed “three years of hell to become the devil” — Law School.

As this phrase and, perhaps to some, common sense both indicate, a career in law comes with some negative stereotypes. It is for this reason that I try to commit to memory useful quotes I come across about lawyers. There is one in particular that I didn’t truly understand when I initially read it, but working at Bader Rutter has allowed me to realize its significance:

“The power of the lawyer is in the uncertainty of the law.” - Jeremy Bentham

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Monday

Aug162010

Monday, August 16, 2010

What are ‘they’ saying about your brand?

Gregg Voss |

“A brand is not what you say it is. It’s what they say it is.”
—The Brand Gap, by Marty Neumeier

I recently read The Brand Gap, along with Neumeier’s follow up, ZAG, and I particularly like this quote because it forces communications practitioners to put themselves in the shoes of their target audience. What’s being said about a brand, and why?

Knowing the answers to those questions are especially crucial in today’s social media environment, where bad news can travel the globe in seconds. But good news can have the opposite effect – it can build a following for a brand that Neumeier refers to in ZAG as a Unique Buying Tribe (or UBT).

Customers, he says, would rather buy than be sold. And when they buy, they do so in a tribal fashion. (Want proof? Consider the legions who couldn’t wait for Apple’s iPad and iPhone 4 to launch this year.) Within a UBT, he says, “news spreads quickly, which gives brands extra traction.” Social media has only exacerbated this situation.

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Brand

Friday

Aug132010

Friday, August 13, 2010

"I don’t know a lot about cows, but I know I like cheeseburgers…"

Erin Johnson |

Ron Dayne, former Wisconsin Badger and Heisman Trophy winner, got the crowd’s attention with that line Wednesday night at the Governor’s Red, White & Blue Ribbon Livestock Auction.

Since I attended this year’s auction, I thought it would be fun to give you a look at what the evening entailed, as well as some history about the program.

The Governor’s Auction, held every year at the Wisconsin State Fair, gives Wisconsin youth an opportunity to showcase high quality 4-H or FFA projects. More than 600 state fair junior exhibitors compete with their swine, sheep and beef market animals for a spot in the auction.

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Tuesday

Aug102010

Tuesday, August 10, 2010

What moving taught me about good (and bad) customer service

Claire Haupt |

2 Comments

“Good luck with the move!” they would say.

How much luck does one really need when moving?

I recently joined Bader Rutter’s public relations team, which meant moving from Denver to Milwaukee. I was so excited to start my next adventure in life, but was surprised with how many “good luck with the move” comments I received as I shared my great news. How hard could it be?

I packed my boxes, arranged my move with a moving company, loaded my car, waved goodbye to friends (and virtually all of my belongings) and headed east. Milwaukee awaited me.

It was a good plan, until it didn’t go as anticipated.

More than a month later, after countless phone calls, many excuses and very few answers from the moving company, my boxes, furniture and wardrobe finally joined me. Apparently, I needed better luck.

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Wednesday

Aug042010

Wednesday, August 4, 2010

Even time honored traditions must evolve

Cheryl O'Brien |

Cheryl O’Brien, 62nd Alice in DairylandFor 371 days, I served as Wisconsin’s 62nd Alice in Dairyland, the state’s agricultural ambassador. While I did wear a tiara, I was not a princess. I was a spokesperson, marketer and educator for Wisconsin agriculture — for all of its food, fuel and fiber. And I loved it.

Having lived the life of Alice for a year, I find it interesting to think about what the job was like five, 20 or even 50 years ago. The Alice program has taken pride in having Alice serve in the same agricultural ambassador role since the beginning, more than half a century ago. Seeing firsthand how the role of Alice has evolved over the years gave me a better understanding of how other brands must work to remain relevant.

While the central focus of the job has remained the same, other things have changed. Think about your favorite brand or icon; how have they changed over their history? Like any other brand or icon, Alice has had to adapt and evolve too. The Alice program has been very welcoming of new technologies and trends.

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Monday

Aug022010

Monday, August 2, 2010

I’m the next American Idol! (Well, maybe not!)

Amy Wenrich |

A few weeks ago, auditions for Season 10 of American Idol came to Milwaukee. I had already auditioned for the show twice, and even though I always say I’ll never do it again something reeled me in this year.

Yes, the entire process is exhausting, but I didn’t want to watch this season and ask, “What if?” Plus, I was on a winning streak, having won the past two contests I’d entered.

So I took some time off of work and ventured over to the Bradley Center. And while I didn’t walk away with a spot on Season 10, I did take away three important life lessons.

Never give up on your dream: Many of the Idol contestants have auditioned multiple times. I have participated in numerous auditions beyond Idol, and I’ve competed in countless talent competitions. I’ve won some and I’ve lost many, but I was never deterred from continuing on with my dream of being famous!
Say “YES!” to every opportunity. You never want to regret or wonder, ‘’What if?” You never know what other opportunities could come from it.
Even though you may not see it right away, there is always something positive you can take away from every experience.

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Friday

Jul302010

Friday, July 30, 2010

Go team BR! So, what’s the score?

Sara Gandy |

Batter up! The mighty Bader Rutter softball team pulled out all the stops this week when they moved into first place in the league, beating Versant 9-8. Maybe the hundred some-odd BR associates (and families) helped provide the extra encouragement needed to crush the competition.

The only catch, most of the fans didn’t even know what was going on in the game! It seems to be an ongoing joke at our annual BR softball game tailgate party. Supporters come out to watch the game (or just to enjoy the catered food and drink) and their attention wanders.

This video is a glimpse into a BR family function and a fun look at just how engaged BR’s spectators are with the softball game.

Enjoy! And congratulations to our talented softball team!

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Monday

Jul262010

Monday, July 26, 2010

Smartphone apps relative for agriculturalists too

Stacy Mayo |

Smartphones have been a standard part of the business professional’s day-to-day life for close to a decade. The need to be connected and available at all times led to the trend’s rapid adoption.

In the agriculture world it’s no different. It has always been important to be connected, whether by CB radios, to let someone know the cows were out, the bag phone, which became a staple in most farmers’ trucks, or the many generations of cell phones. Instant communication is a mainstay for those in production agriculture and many mobile developers are taking notice.

A very tech and social media savvy farmer and dairy producer in California posted a great blog discussing the apps on his phone that are the most prevalent in his day-to-day life, Top 10 Android apps for Farmers (iPhone too).

In his blog, Dino Giacomazzi discusses apps that provide information most farmers and producers would find beneficial. For example, he uses an app that acts as a level for planter calibration and another app provides target dates for quick math when it comes to planting decisions. He also takes advantage of map and weather apps.

With the increase of competition in the smartphone market users have more options than ever before. This is important with those in production agriculture because not every service provider covers the areas where farmers and producers are located.

Many farmers and producers are open to mobile marketing and are ready and waiting for new technologies to ease their daily duties and increase communication possibilities. The big question is what’s next?

New to this blog?

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