Yaffe Tidbits

Mixing Religion and Retail - Does It Help or Hurt Your Brand?

Over the holidays I spotted a shopper at the mall sitting with a bright yellow bag on her lap. Then, I noticed it had John 3:16 printed on the bottom of it. Even semi-devout people know that is not just a Biblical reference; it’s THE reference that separates old-testament believers from new. It is the one that says "For God so loved the world, that he gave his only begotten Son, that whosoever believeth in him shall not perish, but have everlasting life."

The marketer in me was piqued and I asked the girl where she got the bag. I was even more surprised when she said Forever 21. This is not a brand I align with hardcore Christian values. In fact, it has a controversial past with lawsuits concerning intellectual property and use of animal fur. I was betting that the bag came from something like a seasonal kiosk selling religious gifts.

The other day, when I spotted it again, this far outside of the holiday season, I decided to investigate. I couldn’t get over the fact that such a mainstream fashion brand would take the risk of putting such a polarizing mark on their bags. Especially when their primary demographic is Gen-Y’ers, a group notoriously vocal about not being force-fed religion. But, judging from the high volume of yellow bags floating around the mall, it did not deter shoppers at all

My research turned up other brands that have been doing the same thing and are apparently responsible for inspiring Forever 21’s devoutly Christian owner. Apparently Chic-fil-A, Hobby Lobby and In-N-Out Burger also incorporate their faith into their marketing.

In the current climate, we as marketers have become accustom to wincing when our clients suggest anything that threatens to eliminate an entire demographic unnecessarily, even if we ourselves are believers in or advocates of the tenant they’re supporting. It’s just bad business to mix personal beliefs with brand marketing, right?

But the thing is, in all my hunting, I found little to no evidence of shoppers boycotting these chains for their forthright alignment with faith. I have to admit, it’s always invigorating for me to witness a brand breaking the rules and not just getting away with it, but thriving in it. I like to be reminded that we can’t always predict reactions to branding risks. What about you? Would it affect your willingness to shop? Any rule-breaking examples that inspire you?

 

  Jen Wright, Yaffe Rule Breaker

Passion Making Beautiful Music in Detroit

It's amazing what passion can do. As I write this, I'm sitting in a studio in downtown Detroit watching an incredible group of musicians come together for a cause. The cause is helping fellow Detroiters who are down on their luck and need a helping hand. We've barely started and already I have chills.

We got together with Harmonie Park Media Group to record a song for the Capuchin Soup Kitchen's annual SOCK event. Well known local singers, members of nationally known Detroit bands and some new talent just breakinginto the scene are combining their talents in a "we are the world" type tribute. The energy is palpable in the studio. The vibe is very upbeat and everyone is excited to do their part.

This is the same kind of energy I'm finding all over Detroit today. People are coming together in the spirit of hope and optimism for what we can accomplish together. I felt it last week at the DIA when TedX Detroit was going on - although that was at a much larger scale. Today, it's smaller but much more personal. It's something I can feel vibrating through the air. Everyone is giving of their time for free, the studio, the musicians, the technical people, the video crew, writers and arrangers, a local radio celebrity who's doing interviews, those of at The Yaffe Group and Harmonie Park. Because it's something we all believe in. And it's the right thing to do.

People in Detroit have always been willing to lend a helping hand and work hard to create success for those who need it most. I've been involved in a lot of these kinds of things over the years. But, today is special. I don't know if I can describe the true feeling here. For one thing, we're just laying down the music track and in the control room filled with about 15 or so people, half of them are just spontaneously singing along. the rest are bobbing and swaying. It may sound corny, but that's not the feeling in the room at all. It's that kind of vibe today.

The soup kitchen brought us food for lunch, sandwiches and a very tasty stuffed pepper soup. It was the same lunch that they served their clients today. Helped get us all in the spirit even more.

Now the singers are in the studio singing to the tracks we laid down earlier. They have a different vibe than the musicians - spending much of the down time verbally jousting with each other. Then, as soon at the track starts to roll they blend seamlessly into a one voice of many voices. It is a perfect metaphor for what will pick Detroit up - if we can all set aside our barbs and blend our many voices into one, we can do wonders. Later, each singer takes their turn in the spotlight, highlighting their individual talents. Again, you have to work together, but that doesn't mean you have to hide or downplay your individual talents.

Well, that was my amazing day. It was something I really needed personally. We've all been working really hard lately and a day immersed in a project like this was good for my mind, body and soul! A big thank you to the everyone involved. More on the song and video later - the CD/DVD will be available and your contributions can help the Capuchins in their valuable work, helping Detroiters.

Mike McClure, music lover, loving life in the D

Using our powers of persuasion for good, not evil

Am I evil just because I'm an ad guy? I don't think so. But, much of the world does. I can't tell you how many times I've been someplace and the evils of advertising come up. I've been a youth counselor at my church and taken my youth group to a big rally where a video presentation on a giant screen talks about how advertising pressures you to be this kind of person or look like this or do that - DO NOT BE FOOLED BY THEIR EVIL MANIPULATIONS! I've been at group weight loss sessions (yes, I'm a fat ad guy) where they start talking about how evil advertising portrays the ideal body or makes us eat unhealthy food. Even some of our own (Dove's beauty campaign comes to mind) have turned on us, using advertising to decry the evils of advertising

Inevitably, when these outbursts of anti-advertising occur, the heads of those who know me swivel in my direction. I just give them a grin and move about my day. I'm sure there are evil plumbers and evil short order cooks out there too. They just don't get the publicity evil ad guys do. A few bad apples quietly spoil the bunch. A few bad apples with a camera loudly spoil an industry. Or something like that.

Truth is, most of us believe in our clients and try and put a positive spin on humanity in general. And we usually jump at the chance to use our powers of persuasion for good. It's rare that a good cause can't find some ad folks willing to promote their cause pro bono. We've done it over and over. Many of our corporate officers have been chairs of multiple charities. We've done scores of ads for charity, including this one for Forgotten Harvest.

Most recently, our Detroit office was involved in creating the theme and all the materials for the Capuchin Soup Kitchen's big annual fund raiser. SOCK (Support Our Capuchin Kitchen). The event was a big success, connecting emotionally with those in attendance and helping convince them to give a lot more than they did last year, even in this down economy in Detroit. You can read the full story here and see some samples of what we created for them.

Here's just one of the warm comments we got from SOCK committee member, Cathy Schmitt, "The Yaffe Group exceeded expectations. Never have all the parts of this event looked better. The theme was inspiring, and I felt as though the guests connected intellectually and emotionally with all of the services provided through the Capuchin Soup Kitchen. The video The Yaffe Group prepared truly captured the work of this extraordinary mission. The visible spirit of giving and receiving brought tears to my eyes."

Beats the heck outta being call an evil SOB. What have you done to use your powers for good?

Mike McClure, good guy, ad guy, ECD

Merry Christmas and Happy Holidays

Well, here it is the day before Christmas and I'm here with a skeleton crew manning the Yaffe ship. It's a good day to catch up on things, because things are so quiet. No meetings, no presentations, nobody bringing the latest crisis. I did need to talk to one client today, but that's okay, I might as well earn my pay while I'm here. Who knows, I might even clean up my desk while I'm here. Naaah.

Anyway, as the holidays approach, their seems to be this faction in America that thinks just because someone is sensitive to cultural differences and says happy holidays instead of Merry Christmas they have let "them" take away the real meaning of Christmas. Personally, I think that's a load of crap. First of all, I am a Christian who's quite involved in my church. Just so you don't think I'm just some hippie anarchist bleeding heart creative type. I have a lot of non-Christian friends, they often wish me Merry Christmas. So, it's not "them" who are the ones taking the Christmas out of Christmas.

I just don't understand what all the hubbub is about. I just think it's polite, if you don't know for sure the leanings of someone to wish them a happy holiday. It doesn't diminish my beliefs or my holiday any at all. In fact it enhances it. I can experience the good will towards man (and woman) that is an integral part of the Christmas spirit. I feel good wishing friends and complete strangers alike good tidings. That's what the season's about. Love and good will for all.

And that's what I wish for you this joyous season.

Merry Christmas and Happy Holidays

Mike McClure, ECD