It has been a media frenzy and LeBron James is going to Miami. End of story…or is it? Numerous backlashes have come through the James camp. Is it because he is leaving Cleveland or because his announcement raised $6 million in ad revenue for charities? From my perspective he did the right thing for his brand…maybe not the man. No matter how you feel about his decision or how he did it, the fact is he raised more media exposure on ESPN than Tiger’s exclusive interview earlier this year. I never expected that, but the James camp knew what they were doing. There were talks of  trying to have the announcement July 14 right before the ESPYs, but the news couldn’t wait that long due to free agency rules. They wanted him to make his announcement then come out as the first presenter. Wow…I wonder how the live audience would’ve handled that? I have my own opinions…however, there did raise a ton of money, especially for the Boy & Girls Club. They received almost $3 million. There are a list of advertisers here. There were a couple of brands, Nike and Sprite, who chose not to advertise but made matching contributions. Most of these advertisers already have deals with James and it shouldn’t seem out of the ordinary for them to be advertising, but they, plus ESPN are getting hit pretty hard for their actions…what do you think?

This ad from Pedigree uses the amazing high-frame count technology of the Phantom camera to capture a moment in a way that most pet owners have never seen. It simply and elegantly shows pet owners the anticipation, focus and happiness that pets experience when being fed or given a treat. Notice that there is no voiceover by Pedigree touting the benefits of the food. Or telling the consumer that pets will enjoy it. Pedigree lets the visuals do that. Why? Because that would take the viewer out of the moment. And in a way, they are selling that moment to owners. They take the mundane act of feeding a pet and uncover a whole new side of the story for the owner. Pet owners know that their pets like to be fed.  They know pets wait by a door or paw at a food bowl when hungry. What they undoubtedly have missed out on until this point is witnessing every part of the moment that the dog experiences.  By helping a pet owner understand the subtle, almost human-like reactions a pet has, the ad positions the brand as truly understanding the deep relationship that many pet owners have with their pets.  And even better, Pedigree positions themselves as the brand that brings this reaction out of pets. Of course, not all pet owners would really connect with this moment. But the pet owners that are spending the most on their pets, certainly do.

We traditionally think of consumer behavior during a recession as largely driven by rational motivations.  We shop for more private label groceries, clip more coupons and shop more discount apparel stores.  So perhaps the best strategy for brands to survive this recession is by using rational tactics likes sales, deals, and promotions.

But consider these three brands that are perceived as cost savings brands.  It’s no surprise they’re doing well, or at least better than their competition.  What is surprising is that all three are positioning themselves as “better life” brands, not just “better deal” brands.  By making emotionally relevant connections now, they are profiting in the short-term while positioning for the long-term.

Hyundai - Struck with the fear and anxiety of losing their jobs, many Americans have postponed major purchases like automobiles.  But Hyundai posted their highest market share ever in the first 6 months of 2009.  And it’s not just because they sell cheaper cars.  It’s that their Assurance Program helped put consumer fear in the backseat.  While many others have launched similar programs since, Hyundai was the first to win the hearts of consumers.

Home Depot – In this recession many homeowners are putting off fixing that leaky faucet or painting the living room.  But when that to-do list piles up, it weighs on us like a heavy burden.  While Lowe’s has been promoting their every day low prices, Home Depot has translated their own savings message into an emotional payoff – “More Saving.  More Doing.”  The results?  In the first 6 months of 2009 their stock outperformed Lowe’s by over 15%.  Home Depot gets it.  When consumers feel paralyzed to do even the small things, a message of practical empowerment is the emotional antidote they’re seeking.

Walmart – In an interesting counter trend, Walmart is trying to become a house of brands while Target is pushing their private label “up & up.”  To support their massive makeover, Walmart has revamped everything from logo and advertising to store formats, replete with fresh signage and hardwood floors.

Their new tagline “Save Money. Live Better.” gets to the heart of the matter.  The brands that will win in the long run are the brands who position themselves with consumer’s hearts, not with their wallets.

Are families as loyal to their favorite brands as they used to be? WGHP-TV FOX8 turned to Trone insights for the basis of this story.

Get the latest Flash Player to see this player.

People spend their entire lives designing and discussing fonts. Art Directors search through hundreds, sometimes thousands of fonts to find the one that gives off just the right vibe. Sure, we’ve all used Helvetica. And most of us probably understand bold, italics and maybe even serif versus sans serif fonts. But why do so many marketers look at fonts as an after thought? Or use the let’s pick one font and stick to it theory, never to be thought about again. Sure there is the argument for brand consistency, and that’s important. But what if sometimes, the font actually became the hero instead of a logo or beauty shot of a product? What if instead of being the subtle hint of what the brand is trying to say, it morphed into the message? That’s what these ads from Ireland have done. They didn’t use flat type and just add interesting transitions to make it more engaging. They let the type actually tell the story. Morphing it into objects and allowing it to give a sense of what was being discussed. If the marketer had just chosen one corporate font and stuck with it, these ads could never have existed. Maybe it’s time to revisit the old standbys of brands, the brand standards.