Holland-Mark Blog » Backyard Boston

A New Notch in the Beer Market

Mike Troiano — Fri, 23 Apr 2010 18:49:57 +0000

Chris Lohring is, in the local parlance, “a wicked cool kid.” A longtime consumer brand guy and FOH-M, Chris was also a co-founder of Tremont Brewery, and is a beer snob like many of us at the agency.

A few months back he and Chris Colbert were having a conversation about a category Chris L. felt was about to take off in America, the category of session beers.

Session beers are so named because they’re built for a session at the local pub. Low alcohol but full flavored, they’re the one beer to have when you’re having more than two. Quoting Martyn Cornell’s great Zythophile blog:

“I love session beers. I love the way they make a good evening down the pub with friends even better. What makes a good session beer is a combination of restraint, satisfaction and ‘moreishness.’ Like the ideal companions around a pub table, a great session beer will not dominate the occasion and demand attention; at the same time its contribution, while never obtrusive, will be welcome, satisfying and pleasurable; and yet, though each glass satisfies, like each story in the night’s long craic, the best session beers will still leave you wishing for one more pint, to carry on the pleasure.”

Brewing a good session beer is tricky, because getting just the right balance of alcohol and flavor requires some vigilance over the brewing process, and a practiced hand at the barrel. Chris Lohring – having two such hands – came to us with his vision for the first great American session ale, and the product of his labors in a pair of re-used but properly chilled dark quart bottles. He asked our help in building the brand around “the liquid.” We signed up on the spot.

After assembling a message model in record time, including a One Simple Thing™ that was pretty straightforward (“Session”), we kicked around some brand names before finding one that said everything we needed to say: “Notch.” From there we worked up some creative treatments for the mark, then labels, then a web front-end, etc., all culminating in the brand identity you see at right.

Meanwhile, Chris focused on perfecting the recipe and timing for Notch, and on securing the right production and distribution partners. He worked the content marketing channels on his blog, Twitter, and Facebook, telling the stories of both session beer and the birth of Notch. Together we chose Boston’s SlowFest as the perfect venue to bring our creation to the public, and tonight is the big night.

Every client is special, and every project has something in it that you can bring a little bit of yourself to. But, speaking for the whole agency, Notch feels like our baby almost as much as it’s our good friend Chris Lohring’s. Bringing his vision to life and to the world has been a real privilege and a lot of fun for all of us, and we wish him and this brilliantly crafted tipple the win they so richly deserve.

Please join us to celebrate tonight with an ice cold Notch at the SlowFest VIP event…

Drinking in Boston: No Beer Fools Here (bostonist.com)
Beer with Dinner: The Basics of Pairing Beer and Food Beer Sessions (thekitchn.com)
Berkshire pub guide: The Hobgoblin in Reading, Berkshire (telegraph.co.uk)
What I Did on St. Patrick’s Day (beer.gunaxin.com)
Brewery Spotlight: Blue Point (beer.gunaxin.com)

Consumer-opoly: What really motivates consumers?

caroline b. — Mon, 11 Jan 2010 17:44:01 +0000

: Cover of King Corn (Green Packaging)

Blogging on behalf of an advertising and marketing firm, I realize that I should be prepared to answer that question, rather than simply pose it; however the truth is that the deeper I dig, the more vexing the question becomes. What actually motivates consumers? Moreover, what motivates consumers to make 180 degree changes in their behaviors, not just switch from one brand of paper towels to another? This weekend I watched two documentaries: King Corn, a film about two Boston boys who move to Iowa for a year to grow corn and subsequently follow the path of their corn through the American food system, and Bigger, Stronger, Faster, a documentary about three brothers, two of whom use steroids, leaving the third brother to wonder whether steroids are as bad as we seem to think they are. Both films challenged my established thoughts about their respective subject matter, but more than that, King Corn left me wondering what on earth it’s going to take to motivate American consumers to think—and buy—differently.

As marketers, we believe that we have the power to help companies do this very thing. Give us the time and creative license and we can show consumers the enlightened path. We can turn Coca-Cola loyalists into Pepsi drinkers via a blind taste test. We can convince people across the land that our toilet paper is softer and stronger using two pound weights and a spray bottle. There is a long-held idealism here: show people the “truth” and they will make the right choice.

But then I watch King Corn and I am reminded why Holland-Mark doesn’t put a lot of stock in consumer research. Fast Food Nation, Super Size Me, Food, Inc., King Corn—every one of those movies is telling us the same thing. With infallible proof and research to back their claims, those films tell us to stop eating the way we eat and demand a higher quality product, because the way that we are eating and the choices that we are making aren’t just gnarly, they are killing us. Seriously. (I even took the time to call my stepfather, a rancher, farmer, and crop duster in Texas, to discuss the information I was taking in. His response was almost exactly the same as the farmers in the documentary: “If people wanted quality food, we’d produce quality food. But people want cheap, tasty bullshit. So that’s what we give ‘em.”)

But consumers don’t care. Or perhaps they (we) do care, but not as much as we care about our ratio of cost-and-convenience to consciousness. I want to eat products that aren’t chock-full of corn and bullshit, but I’m also not willing to go out of my way to find them. Oh, and the cost needs to be the same. In other words, while we can convince someone that Pepsi tastes better, you better believe that if the Coca-Cola is on sale, or just in a more visible spot in the store, that Coca-Cola drinker is going to go right back to drinking the red can.

So what—if not impending death and doom—does motivate consumers?

Posted via email from holland-mark posterous

Growing Up In A Fast Food Nation (ypulse.com)
Can Taco Bell Succeed With its Copycat Fast-Food Diet? (dailyfinance.com)
Study: Labeling Fast Food Doesn’t Create Healthier Eaters (inquisitr.com)

10 iPhone Apps from Boston–BostInnovation.com

The Team — Mon, 28 Dec 2009 20:38:38 +0000

Good quick list of iPhone apps for those of us in the Boston area:
http://bostinnovation.com/2009/12/23/10-iphone-apps-from-boston/

More than 1,000 children at the Home for Little Wanderers need holiday presents

caroline b. — Wed, 16 Dec 2009 18:18:40 +0000

: Image by pude via Flickr

The economy has shown no bias — from the richest to the poorest, we have all experienced in some way or another the toll that the last 18 months has taken. However, this economic hardship has brought with it unimaginable opportunities to reach out and help.

This holiday season, The Home for Little Wanderers here in Boston is in desperate need of our help. Without the usual donations and sponsorships, more than 1,000 children will not have their wish lists taken care of this year. Please visit their site here to view the list of children and their wish lists. You can pick one child and sponsor his or her wish list or sponsor a gift or two from a few. It says the deadline was yesterday, but due to the circumstances donations will be accepted until 12.22. Additionally, if you or someone you know has the resources to donate electronics, toys, or bikes, many children have requested these items.

Again, the link is here, please check it out. Happy Holidays!

Posted via email from holland-mark posterous

Social Media Is…

Mike Troiano — Fri, 20 Nov 2009 02:55:33 +0000

Video from the Holland-Mark Digital launch party, with a few simple questions…

What is social media?

How do marketers really feel about social media?

What is the power of social media?

Thanks to everyone!

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Nov 09: Top 150 Social Media Marketing Influencers (ecairn.com)
Going Beyond the Bubble: How to grow your social media circle (socialmedia.biz)
Highlights from ad:tech New York 2009 (socialmedia.biz)
Why social media marketing? (va4growth.com)
The Social Media Marketing Handbook (socialmedia.biz)
Social Media Revolution: What’s next for Brands ? (ecairn.com)
5 questions for the author of ‘Trust Agents’ (socialmedia.biz)

Holland-Mark Connects with Post 390

The Team — Wed, 11 Nov 2009 12:00:19 +0000

Boston’s hot spot eatery puts Holland-Mark at the helm

Boston, MA (October 2009)—Post 390, an urban tavern and the newest concept from the Himmel Hospitality Group—the group behind the landmark Grill 23 & Bar, as well as the revitalization of Harvest in Cambridge—has opened to acclaim after working with Holland-Mark on developing a comprehensive and integrated marketing and advertising strategy.

Located at The Clarendon, Post 390 is uniquely positioned in the heart of the city, between Back Bay and the South End. It brings a much-needed concept: a place for locals and visitors alike to enjoy refined American classic dishes in a comfortable and inviting atmosphere. The urban tavern features open kitchens, sweeping views of the city, as well as two floors of seating, two full bars, and three fireplaces.

After Post 390’s extraordinary launch in early October, Holland-Mark continues to work with them to connect with neighbors and visitors through a highly visible outdoor campaign, as well as online and through print. Additionally, Holland-Mark aided in creating a consistent brand experience in the restaurant, working closely with the management team on training and customer experience opportunities.

“Boston has been waiting for a place like Post 390. Our job has been to ensure that the Himmel Hospitality experience is carried through Every Point of Contact—from the initial marketing plan and advertising, right down to the matchbooks and server attire,” says Chris Colbert, the agency’s CEO.

Nicole Barrick, Himmel Hospitality Group’s Director of Marketing and PR, states, “Bringing this concept to life here in Boston was about more than perfecting the food. We want our guests to feel connected to the experience. We needed an agency that understood our group and the passion behind this project. Holland-Mark understands what Post 390 is about.”

***

Holland-Mark is a full-service agency providing marketing and brand strategy and offline and online communication capabilities. The agency’s clients include the American Cancer Society, Fidelity, Grill 23 & Bar, MassMutual, Mercer, Pearson Publishing, Scholastic, and Virgin Money.

I LOVE TIMBUK2.

Mike Troiano — Tue, 10 Nov 2009 22:35:56 +0000

Saga which began here and went here ends below.

I love this company. Truly.

Originally submitted at Timbuk2

Rubberized no-slip material; compatible with all bags.

Tough-Tek Strap Pad

A Must-Have.

By @miketrap from Boston, MA on 11/10/2009

Pros: Improves Experience, Durable, Easy To Use, Compact

Best Uses: Outdoors, Indoors, Long Trips, Business Trips, Short Trips

Describe Yourself: High-end Shopper

This keeps the bag on your shoulder. If you’re a one-shoulder kind of person, it’s a must have.

Like everything from this company I’ve seen, it’s well made, functional, and generally great.

(legalese)

Timbuk2′s Transparency Marketing (scalableintimacy.com)
Timbuk2 H.A.L. Notebook Backpack – Review (geardiary.com)
Video – Drunk Woman Almost Run Over By Subway Train (dvorak.org)
Next Black Backpack: The Timbuk2 Q (coolhunting.com)
Geardeal: REI Timbuk2 Bags on closeout – save 50% or more (geardiary.com)

Social Marketing Is Rooted In The Brand

Mike Troiano — Wed, 21 Oct 2009 12:30:04 +0000

Your brand is not your logo, or your product. It’s not your trademark or your spokesperson, not your equity capital or your advertising. Your brand is something that lives in the hearts and minds of people out there, and in that sense social marketing is the purest expression of branding.

Here’s a 5-minute talk to that effect I gave at the recent O’Reilly’s Ignite event in Boston, and I welcome your thoughts on it:

You can download the higher res quicktime here, but it takes a while.

Context is the Defining Factor for Brands (theengagingbrand.typepad.com)
Define Your Digital Footprint – Lacing the Shoes (myventurepad.com)
Where is the Soul in your Social Media? (nettiehartsock.com)
Branding the experience (soekershof.typepad.com)
“Social Media Makeover” (socialhallucinations.com)