Facebook Me Gently With A Chainsaw
“All we want is to be treated like human beings, not to be experimented on like guinea pigs or patronized like bunny rabbits.” – Veronica Sawyer, Heathers
Thirty years ago, when Mark Zuckerberg was just another 4-year-old in Gymborees, the now cult classic movie, “Heathers,” hit the theaters. In it, a clique of quintessential mean girls, each named Heather, outwardly present themselves as the embodiment of well-intentioned social graces, while behind the scenes they fine-tune their expertise in the dark arts of social manipulation.
Today Mark is one of the richest, most successful tech-entrepreneurs in the history of the world. And the company he created, Facebook, is a full-on Heather – treating the world as its very own Westerburg High.
Over the past decade or so, we’ve seen Facebook go from being the cute and innocent new kid on the block, to the wunderkind for savvy marketers looking to connect with the young and educated, to the most dominant company in the world when looking to target…anyone.
Now every brand out there wants Facebook as a friend or a fuck. They’re worshiped at Westerburg…. and they’re only a junior.
But their meteoric rise has come with some galactic-size problems. Journalists […]
Shame, Shame, we don’t know your name…
Remember when Domino’s dropped “Pizza” from its name back in 2012? You wouldn’t know it by all the signs with the old logo saying “Domino’s Pizza” still hanging out at its franchisee locations. Enter Domino’s new social media campaign encouraging the public to shame locations yet to embrace the new logo, arming them with the hashtag #logoinformants and the promise of free pizza for a year.
Before we start the play-by-play on Domino’s naming and messaging strategy—can we just take a minute to savor the delicious irony of this? Domino’s wants to be known for more than pizza so much that they are willing to entice customers to narc on franchisees with…wait for it…pizza—the very product they are trying to distance themselves from. Hilarious.
Anyway, let’s carry on with brand analysis of this move.
The good: name-dropping We are big fans of this type of name-dropping. In 2007, Apple dropped “Computers” from its name paving the way for greater innovation in everything from phones to tablets, even watches. In 2012, Starbucks decaffeinated its name by removing “Coffee” from its logo, a move that perhaps overshadowed the Domino’s name-drop that year. All of these brands did one very simple thing when […]