This means that we’ve hit a point in time where consoles and accessories and private access clubs aren’t enough, now it’s time to roll out shirts and underwear, and if we’re lucky we may even see a Snuggie out of it.

The move from exclusive products to a licensed brand is a big leap, sometimes scary at that, because it is no longer just about your brand, it becomes about your brand’s leveragability into a new world of products and promotions. While some people argue this as a sellout move, it can hardly be classified as that when the house brand exists under the hand of Sony.

We’ve seen other major brands do this—Coke and Porsche being two prime examples of proper execution. This ties into the Brand Sanctuary™ Wave because how a brand survives outside of its key market is now in the customer’s hands. If your brand is respected, trusted or coveted then odds are you have a decent starting platform. I mean look at Porsche; they sell everything from sleds to kitchens.

When I did, my heart swelled: I Finally. Had. An. Anthem.

Yes, I’m a die hard bargain shopper as well as a hip hop fan….Whoever thought the twain shall meet???

Well it has in this spend-thrift ditty called “I got it at Ross” by Abraham Linkin.

Now, the jaded “web head” in me immediately jumped to the conclusion that this is a viral marketing campaign for the discount fashion retailer. But then I thought,  “rrreally… Ross: Dress For Less let some anonymous, cool, social media agency scour the streets of San Fran for two dudes that rap about anti-bling, anti-gangster, real world experiences on a broke ass ghetto blaster in Dolores Park and convince them to write a jam about Ross for heaps of corporate payola.”

Hmmm, yeah doesn’t sit right with me. My personal feeling is that this rap reflects the changing face of “luxury” or the “New Luxe” we’ve talked about since the recession hit.  It’s an esteem boost that doesn’t come from parading around in the top of the line name brands, but from finding the best bargain.

And in the true spirit of Brand Sanctuary™, these guys are merely expressing their “love” for a store that is helping them stay freshly attired during tough economic times. Yeah, there’s probably a good dose of ironic, hipster, tongue-in-cheek-ness but, for me, it’s got all the requisite ingredients that make me want to “share” it around my corner of the web.

Even if my first thought turns out to be right…well…jeeze…More power to Ross AND Abraham Linkin who are both getting talked about right now!

However, every so often (more often than you think) there’s a brand extension that doesn’t exactly make sense. Volkswagen currently has their limited edition ketchup, there were Twilight “bloodlust valentines” in February, and it seems like every other month Porsche comes out with some new product they slap a logo and some stainless steel on. Oh, I’m sorry, I forgot to throw in the BMW computer.

Anyway, the theory proves right for the most part it seems, all of those brands have massive followings and people will generally scoop up the brand name as cheap as possible wherever they can for the sake of “owning a <insert product name>”.

But, there is also a whole slew of brand extensions that are just sort of questionable. Personally I’m not even going to go into Hello Kitty, who has hospital beds, water coolers and pet products all under their belt. But something more recent that’s a little out there, and it’s coming on the heels of the final Shrek film. A few years ago, Shrek and M&M’s came out with the “Shrek Size”, which were really just bigger M&M’s, but who doesn’t love candy when it’s like five times the original size? But now, we have Shrek nail polish.

Yes ladies, you can now paint your nails ogre green. OPI has teamed up with the film to release a line of beauty products in the colors of the film, which at first seems like a total departure (which it is) but eventually, you can find brilliance in the idea. OPI isn’t a run of the mill brand, they make quality stuff (not that I know from personal experience) but more importantly, these seemingly strange color sets are right in the middle of the Gen Y “polarized color” swatch. They borderline the eclectic vibrancy of late 80′s and early 90′s fashion, which younger Gen Y is not experiencing as nostalgia, but as a full trend onslaught.

So, despite the questionable thought of why it relates to the brand, it still fits the target; and sometimes that alone is the best reason to develop something. I don’t think anyone rushed out to buy the Nike T-Shirt gun because it was a sport performance booster; they did it because the commercial was amazing, and spot on with a target audience. Sometimes the argument of brand trust is worth having, and sometimes the bigger question that should be asked is not how it fits your brand, but how your brand can improve something to fit a specific target.

Their latest launch, the iPad, has met a slew of criticism and a heavy dose of junior high humor, aka the iTampon, etc.  The name is wrong, there are no ports, it will not support flash, it will not allow multitasking, there is no phone, no camera; the list of complaints is long.

But, is the iPad really so awful ?

It does after all have a low entry point at $500.00 US, it is 3g capable, which means unlike a laptop it will be able to access the internet from virtually any point on the globe, it provides a larger format for browsing/working than the iPhone or iTouch allows, but is small enough to be unobtrusive.

I have to say that the lack of USB or HDMI ports and the fact that you cannot run multi-task on this computer is somewhat off putting. However, this device was not ever meant to be a laptop killer, it is a mobile internet device that is equipped with a multi-touch interface, and even though it may not meet the initial expectations of the Apple fan-boys or left the Apple critics with their mouth agape it is still a pioneer in a new facet of computing, the mobile web.

Not that the hecklers don’t have any valid points… that name could use a little work.

I venture to say that the criticism will die down once people get a chance to get their hands on the iPad.

The multi-touch interface is the real story here, and the iPad, which is accused of being a larger iPod touch will get a chance to prove its medal once the apps start rolling out.

Wired (who has been accused of Apple collusion as of lately) says:

The iPad opens a path for an improved web experience for everyone. As soon as the iPad and its competing slates are in people’s hands, we’ll see a host of websites tailoring their content for touchscreen tablet browsing, and it’s going to be far more pleasant than the web experience we’re used to today….The iPhone and the iPad give web developers an excuse to break free from traditional user interfaces.

Bottom line.. the iPad will put friendly mobile computing  in the hands of a wider audience, it’s interface will enable younger and older persons to more easily access the web. How many kids can spot the McDonald’s logo who are years away from being able to spell, much less type? And it will drive innovation in multi-touch and mobile computing interfaces which will give us a wider variety of choices and formats.

Apple may have not “changed the world” with this release like they did with the iPod and the iPhone, but just because they haven’t achieved greatness, there  is no reason to hate what is essentially good.

The point of this blog is to discuss Brand Sanctuary™ so I guess the fact I’m discussing my sex life just goes to show how deep this wave runs!!  “Using brands we know and trust as a shield” is the essence of this wave and I know from experience that once you’ve joined the Cult of Mac- it actually goes beyond that.  It’s a Lifestyle – to use a chronically overused marketing term.

So the big news is that Adweek has named “Get a Mac” the campaign of the decade. Here’s some of what they said:

“Apple always diverged from the ’speeds and feeds’ ads associated with the computer category, but the brand really defined itself with the 2006 launch of TBWA\Media Arts Lab’s ‘Get a Mac’ campaign. That series of 60-plus ads brought some humanity into the equation by turning the machines into live-action cartoons. In so doing, the comic spots offer transparent understanding of the aspirations of its audience and how people identify—and connect emotionally—with technology.

The genius is in the casting. The Mac guy, Justin Long, is a younger version of Steve Jobs who is casual and comfortable in his skin. PC, personified by John Hodgman, as a rounder, paler Bill Gates, is a well-meaning geek with all kinds of operating problems. For Apple, the campaign managed the neat trick of making the brand look laid back and cool while it mercilessly skewered its rival.”

In Australia, lambasting a rival product by name is not allowed and to be honest I always thought it kind of a cheap shot when I saw it in the US, but damn, it’s just done so well in this case.  So why is it different?  Well, it’s about personification.  The fact of the matter is, there are “types” of people in this world.  You hear it in comedy routines all the time… “it’s funny coz it’s true!” or “stereotypes exist for a reason”.   This campaign has simply -and seemingly effortlessly conveyed the character traits of it’s customer and it’s competition.  Even if some or – even most of these attributes are arbitrary or exaggerated, they are resonant and amusing.  Call me crazy but if you are going to interrupt a program I’m enjoying then …at least be THAT.

“I count on your brand not to let me down” is the Human Truth™ here, and not only has the ten years of being a Mac Chick gone beyond my expectations of customer service and Brand Sanctuary™- I kinda love that when these ads come on… I know I’m gonna enjoy the next 30 secs.

The thing that comes to mind for me is that is has so much potential, but it keeps getting wasted. When the Wii launched, it was an amazing underdog. The motion controls were so new and unique, everyone wanted it. But, nearly three years and only a few shiny gems for titles into the consoles life, it seems like we’ve already hit repetition.

Wii Sports, undoubtedly one of my favorites, was indeed groundbreaking. The next chapter, Wii Sports Resort, was also greatly entertaining. Somewhere in the middle we got Wii Fit, which everyone ran out to buy and quit playing a month after they bought it. Then came Wii Fit Plus, which you could call a fancy rennovation, or even what should have been on the initial Wii Fit launch.

And now, we’ve got Wii Sports Cyberbike. Set to launch in 2010, it’s another sports/fitness game, except it comes with an exercise bike. Now, my immediate thought was how pissed retailers are going to be as the massive scale of the box, considering they’re still riled up over Guitar Hero and Rock Band taking up so much valuable shelf space. My second immediate thought was, haven’t we seen this before?

I mean, really we haven’t. But isn’t it the same thing from Nintendo we’ve seen the past two years. Let’s take something you do in real life, emulate it, and then find something else and do it again. Granted we do live in a culture of technology ADD, we’ll jump on board for a while, then move on. So my thought is, maybe I’m just bitter because I’m not seeing innovation I want.

After all, Nintendo is marketing a new motion controlled game at a large target that’s still completely fascinated with motion control. But at the same time, it’s not catering to those of us that have been Nintendo loyalists since the 80′s, who remember everything from the Konami Code to the invisible ink booklet in Star Tropics. But, then you have to wonder how successful the Wii would have been if it catered to those of us that always want more and always want it harder and better.

The idea of a brand living in the middle is a tough one, much like trying to keep both sides happy when you’re in politics. Half will think you’re being too safe, and half with love you for what you do. And then some of you (who demanded wristguard cushions for your Wiimotes) won’t think it’s safe enough. However, a brand should try its best to appeal to everyone in some form. Brand loyalties come and go, but if you can find a way to keep everyone occuppied on one level or the other, they won’t forget about you, or move on. Which is what is slowly happening to Nintendo’s hardcore fanbase.

When we played Wii Sports, we were all amazed at the motion controls. When we started playing Wario Ware, the idea of moving your hand like you were sharpening a pencil was funny and entertaining. But two years later, when you make an excercise bike and call it gaming innovation, a lot of us will just yawn.

Or we could look at it rationally and realize this could possibly be the best thing to ever happen for both Marvel and Disney.

Disney gets the rights to Marvel’s roster of nearly 5,000 characters, movie rights, everything. Marvel gets to come under the wing of a company that is so devoted to their characters they took over a large part of Florida and California with them. Let’s face facts: No one in the world is more devoted to their characters than Disney is, and that’s exactly what Marvel needs: Marvel’s strong global brand and world-renowned library of characters combined with Disney’s creative skills, unparalleled global portfolio of entertainment properties, and a business structure that maximizes the value of creative properties across multiple platforms and territories.

Marvel Characters will finally have the backing they need to be successful, global and competitive properties while Disney develops another brand that will help them gain more ground in the adult market (following in the footsteps of Pirates of the Caribbean, the upcoming Alice in Wonderland and Prince of Persia titles, Tron Legacy and their forays into video games that have been targeting both young adults and adults.)

So I don’t think we need to worry about Wolverine wearing mouse ears anytime soon, or Mary Poppins house sitting at the X-Mansion-but I would gladly pay to see both.

Adidas says:

It’s the house party to end all house parties and you’re invited. From sport to street styles, we’ve been outfitting the world in 3 stripes for decades.

Now it’s time to celebrate 60 Years of Soles and Stripes and we’re doing it like only adidas Originals can. All our friends are here including David Beckham, Katy Perry, Kevin Garnett, Missy Elliott, and Mark Gonzales.

All the celebrities, athletes, and kids who have helped make us who we are today. And with everybody under one roof, things are going off.

If you haven’t seen it yet here it is…

adidas Originals House Party

Starbucks is going back to its “premium-coffeehouse roots — by building premium coffeehouses. The chain, in the latest attempt to negotiate its turnaround, is focusing on stores with smaller-batch coffee, community involvement and entertainment. The first location will be named “Fifteenth Avenue Coffee and Tea, Inspired by Starbucks. Evening revelers can find beer, wine, new food choices, the occasional film screening and a variety of live entertainment, including music, acting and poetry reading.”

They are hoping this idea is “Frappacino big” and some people think it might just be! ” (Fraps) were a godsend because it gave people a reason to come in hot months,” Mr. Bedbury – founder of Brandstream and former Starbucks marketing chief said about the frozen beverage. “And it brought in a whole different group of people who didn’t even like coffee, which got us into ice cream.” The café concept would keep stores open longer, “but you’re using that square footage to get more out of it.” It also combats Starbucks’ critical saturation issue, particularly in the United States. “God knew they didn’t want to open more stores, they want to do more with what they have,” he said.

Another Starbucks surprise we have to look forward to, is a mystery holiday collaboration with “Fierce” fashion maven Christian Siriano … the mind boggles as to what they have planned… but I bet it’s well… ahem… fierce (?)

Starbucks is a great example of Brand Sanctuary™. People are loyal because they know what they are getting: it’s familiar and safe.  Heck, a workmate just twittered her VaCa thru 10 states and stops seemed to hinge on Starbucks locales!!

These café’s might just be the ticket for people who are intimidated by uber cool coffeehouses with scowling, tattooed baristas and shadowy nook and crannies.  There is perhaps, a whole market out there for community minded people who are interested in checking out live performance… and this may be just what they are looking for.  Well, that’s what The BUX are hoping for and time will tell.

The new 130 million dollar Porsche Museum , located in Stuttgart, is near completion.

Porsche says:

Porsche fans had often expressed their wish for an inspiring place in which to display the corporate history, and in July 2004 Porsche’s Management Board responded by approving the construction of a new museum at Zuffenhausen’s Porscheplatz. Since October 2005, construction has been underway on a museum that will be an architectural emblem of the Porsche brand and make history as the most spectacular building project ever undertaken by the company. The elaborate new museum will be completed near the end of 2008 and will become the central repository where the Porsche tradition will be preserved and displayed.

If you are a Porsche Fan, your Mecca has been Built!
Concept:

The “Product History” section is a chronologically arranged presentation of the history of Porsche sports cars from its beginnings in 1948 to the latest models with all their technological diversity and stylistic individuality.

“Thematic Islands” focus on particular, especially important aspects of Porsche history. Some of them, like “Evolution 911,” are dedicated to specific model series. Others bring together vehicles from different eras, for example in the splendid motorsport history of “Le Mans.”

The Racing Cars:

Unlike many other museums, the new Porsche Museum stands for joie de vivre and variety. It will continue to remain committed to the long-established philosophy of the “Museum on Wheels” and will utilize, enhance, and expand the newly assembled collection in Zuffenhausen.

With the “Museum on Wheels” Porsche is taking a route no one else has traveled. Even the classic vehicles in the museum’s collection are serving the purpose for which they were built in the first place: driving!

The scope and scale of this museum would lead one to think that, unlike the beleaguered US car industry, Porsche believes it has a solid future ahead of them. Is this a bold proclamation that Porsche is here to stay or a Grave fit for a King?