It’s always admirable when someone who has already achieved great success with their own brand uses it to raise awareness for a good cause. Celebrity chef Jamie Oliver, whose most recent venture on American TV is his ABC show Jamie Oliver’s Food Revolution, through which he has made it his mission to change the way Americans eat.
This Food Revolution is about saving lives by inspiring everyone: moms, dads, kids, teens and cafeteria workers to get back to basics and start cooking good food from scratch.
Oliver continues his brilliant endeavor with his world-wide initiative Food Revolution Day, coming up on May 19, 2012. Food Revolution Day: Stand Up For Real Food, will be an active way to pursue Oliver’s mission to “[save] lives by inspiring everyone: moms, dads, kids, teens and cafeteria workers to get back to basics and start cooking good food from scratch.” Similarly, two of our clients, Cuisine Frozen Foods in Great Britain, and Slather Brand Foods gluten-free products, have maintained a mission from the get-go to promote healthy foods and healthy living. Cuisine Frozen foods is creating delicious and healthy food for children, all kinds of famlies, and for generations to come, using all locally farmed ingredients with no hormones. Slather Brand Foods makes gluten free products made with all natural ingredients.
We hope you have a minute to make a donation to Food Revolution Day, and support the cause of preventing obesity world wide. Obesity can cause many chronic illnesses, including diabetes and heart disease, and it can be prevented by the food education that Jamie Oliver and our clients are fully engaged in.
The more I think about it, the more I feel that Macy's is having a real brand split. When I'm doing a branding presentation, I always talk about the split between where you are now, where your audiences perceive you to be, and where you would like to be. This is the point where most companies are when they are ripe for repositioning.
Some time ago, Macys' installed the more high-end and individualistic Impulse! Shop, featuring designers like Anna Sui, Rachel Roy, Walter Baker, BCBG, and a small bunch of small fashion-forward designers. Now it appears that Macy's is having problems moving this higher end merchandise, and it has moved the Impulse! department into a much smaller selling area in the Herald Square store. It's a little depressing, frankly. Curious, I then stopped in at the store in the Fulton Mall, which is a badly merchandised ghost town. There is definitely no impulse buying here! There is almost no buying at all. I talked this over with the gals on the selling floor at the Herald Square store, and they said that the Fulton Mall store has bad buyers and is completely out of touch.
So, what does this mean from a branding perspective? I've been talking about the renaissance of the Fulton Mall, in which Macy's is the anchor tenant. The mall is getting cooler and more fun and attracting a more stylish shopper who is there to spend. It's no longer just cell phone and dollar stores, it's becoming a shopping destination. Meanwhile, Macy's is wavering in their merchandising, and it's hard to know what they stand for. Just the basics? Mom clothes? Decent handbags and cheap jewelry? I can't tell. What I do observe, though, is that the Fulton Mall store is falling far, far behind the neighboring retailers. The flagship store is also crowding out the more stylish consumer. The association with Fashion Star is not working very well on the retail level, as the clothes sell quickly and then just as quickly go into the markdown rack. Macy's, what's up? You are getting left behind in a world where it's easier and easier to be stylish!