Iconic Celebrity Brands

Dolly Parton Baking Products

Continuing with last week’s theme of long-term brands that “Evolve with the Times” this week’s post focuses on celebrity brands that have sustained through the decades. This past week, it was announced that Dolly Parton launched a line of baking products with Duncan Hines and Martha Stewart collaborated with Oreos.

Dolly Parton

Probably everyone in the family from first grader Johnny to Molly the great grandma has heard of Dolly Parton. Born in 1946 and from Tennessee, she is most known for her country music. She was inducted into the Country Music Hall of Fame in 1999. Only recently, it appears, more press has focused on her songwriting abilities with the Whitney Houston hit I Will Always Love You being lyrics that Parton wrote. The new movie Whitney Houston: I Wanna Dance with Somebody, references Parton and those lyrics.

But let’s start from the beginning. At just ten years old she was featured in a TV variety show. A few years later, at thirteen, she was on the Grand Ole Opry. Her first “recorded single” was at age sixteen. She moved to Nashville after high school graduation. By 1971 she had a number one hit, Joshua. Then later, more hits with Jolene, Love is Like a Butterfly and I Will Always Love You. She’s had so many musical accolades that it would take a whole article to list them all. Go to country music hall of fame to learn more.

So how has she evolved with the times to become an icon? After her musical hits she ventured into Hollywood. She appeared on TV talk shows, specials and movies–9 to 5 was one of the notable ones. She also collaborated with other singers like Linda Ronstadt, Wille Nelson and Kenny Rogers. Then later created her own theme park Dollywood. She added philanthropist to her resume with Imagination Library, a program that gives a free book a month to kids from birth to five years old.

She became a living legend in 2004 when the Library of Congress gave her the Living Legend Award. She was also granted the National Medal of Arts and is in the Songwriters Hall of Fame. In addition she has a Lifetime Achievement Award and so many other awards. But, even with all those honors she is still evolving with the recent Dolly Parton Baking Collection from Duncan Hines that is now on store shelves. She also wrote and produced a new song for her 77th birthday based on a dream she had. Dolly Parton is a Celebrity Brand for the long-term.

Sources: Country Music Hall of Fame

Martha Stewart

This week Martha Stewart seems to be evolving with the times by joining a Metaverse launch to promote the new The Most Oreo Oreo. The product will be on store shelves on January 30. The cookie packages have a QR code that lets buyers play online games and gives them chances to win prizes in the Oreoverse. Go to Oreoverse.oreo.com for more information.

She is literally a household name and most would probably know her just by her first name, Martha. She was born in New Jersey in 1941. At age 13 she started to model. The seed of her lifestyle brand was after she helped restore a 19th century Federal-style farmhouse and she learned gourmet cooking by reading Julia Child’s Mastering the Art of French Cooking. In 1976 she began a catering business which brought her attention. Then a handful of years later her first book Entertaining came out. She continued to write books thorough the 1980’s and in 1990 published a magazine, Martha Stewart Living. In the 90’s she started a syndicated television show that ran through 2004. She then ventured into products with her Martha Stewart Everyday line. Her previous work as a stockbroker may have helped in listing her multi-channel media and marketing firm, Omnimedia, on the New York Stock Exchange in 1999. Accusations of insider trading and jail time involving a stock sale didn’t stop her from continuing her business and efforts. In 2005 she starred as herself in the daytime show Martha which ran through 2012. She continues to be on TV with Martha Bakes, Martha & Snoop’s Potluck Party Challenge and Bakeaway Camp with Martha Stewart. She has produced numerous other articles, books, TV shows, and products and has collaborated with celebrities like Mark Burnett and Donald Trump.

Martha Stewart is another celebrity brand that has proven longevity.

Sources: Britannica, CNN, Biography

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Building a Brand For The Long-Term

What do businesses like Macy’s, Colgate and Dr. Pepper have in common? To start, they all began in the 1800’s. In an article from 2016 on the site Leadership Review the author Steve Olenski of Forbes writes that brands like Macy’s, Colgate and Dr Pepper share similar traits in their longevity.

In short, he believes, these are the ways they have stood the test of time.

  1. They make promises and keep them. Customers can trust that their experience with the brand will be consistent.
  2. They connect with customers emotionally.
  3. They evolve with the times but their values and promises stay the same.
  4. They continue to stand out.
  5. They ignore negatives.
  6. They know the right places to reach their customers.

MACY’S

According to the site Storebrands, Macy’s is known for a “Broad selection of private brand products…in apparel and home and housewares.” Based on this description we can guess that their promise is to offer customers a wide selection and that they’ve kept that promise throughout the centuries. According to recent articles, Macy’s is currently “evolving with the times” by creating a private brand strategy to capture more millennial shoppers. In what ways do you think they connect emotionally to their consumers? How are they standing out from the competition?

COLGATE

According to an article on the site IIDE, Colgate is known for “high quality oral hygiene…at fair and affordable prices.” The brand makes toothbrushes, toothpaste and oral hygiene products. They focus primarily on their toothpaste product and watch pricing of competitors closely. They are “evolving with the times” by continually expanding their product line. Colgate stands out in the minds of consumers for their red packaging. They have used celebrities in their advertising to create a connection. Are these brand habits keeping with the longevity traits mentioned above?

DR. PEPPER

An online article on mapandfire.com shared some of Dr. Pepper’s Brand Strategy. The story hints at their promise to customers in their mention that the soft drink has a “Primary Need (Job To Be Done) to get a soft drink that breaks away from standard flavor profiles.” The brands “evolving with the times” is shown through an article on MBA Skool, which states that “they keep coming up with new taste and utility product(s) according to the needs and demands of customers.” They have reached out to consumers through motion pictures and football and have a heavy presence on social media. That sounds like they know where their customers are at.

So, which of these six traits does your brand or business share with these long-term products? Why not incorporate some of these strategies into your campaign? Will your brand still be around in a hundred years?

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Wishing You All The Best

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Happy Hanukkah and Merry Christmas

December 19 marked the first day of Hanukkah. To celebrate I tried to make Challah bread, but being in the mountains I didn’t take into account that there might be some issues with baking, so it didn’t turn out as well as I wanted but it was still edible.

High elevation challah bread

So, if you’re baking from a box, make sure to check the directions for higher elevations. If you’re trying your favorite recipe in the mountains, you’ll probably need to make some adjustments.

I found some websites that address this issue. It seems like most of them mention that liquids evaporate faster so you probably need to consider that. They also said that doughs rise faster in higher elevations. Still more, you may need to make revisions to the amount of flour, sugar and baking powder and soda.

An article on Epicurious seemed to explain it the best. Check the link here.

There are some other helpful articles. Click here for one on Betty Crocker’s website.

King Arthur baking.com also has an article here.

And, tomorrow is Christmas Day. So Merry Christmas. May it bring all the delights of the season that you imagine.

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Christmas, Almost Here

Hi there. Funding for the Hey Man and Anna Maria rag doll project with Kickstarter has increased a bit since the last time we sent out a message, but we still need more to make this project come to life and we only have four more days to go.

Please consider backing at any amount. As an incentive, we’d like to give you a free coloring sheet. It was originally created for $5 backers but we wanted to get you excited so we’re giving it away. We hope you and your kids will enjoy printing it out and coloring it in. Send Janene an email at janene@popcornpressandmedia.com with the header, coloring sheet, and she’ll send you the pdf.

Thanks in advance and Merry Christmas.

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Just A Little Reminder

I know this is a busy season, so I just wanted to remind you there’s still time to get unique gifts this Christmas by sponsoring our Kickstarter-Any child would enjoy either the Hey Man or Anna Maria rag dolls, or other items like the paper doll book, or sew your own rag doll kit.

If you don’t have kids or know any young ones, you can still sponsor any amount just because you like the idea. Even $1 would help. So, go ahead and click through and bring joy to a child’s face.

Here’s just another little message I recorded while I was putting together the video.

Anna Maria Explained
Hey Man Rag Doll Kit Example Click here to order
Anna Rag Doll Sew Kit Example Click here to order
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Shop Small Saturday

Hey, It’s Shop Small Saturday.  Our new products through Cinderella Factory will incite love and joy in your kids. They will want our new rag dolls, Hey Man and Anna Maria. They are currently being manufactured and will be delivered mid-December. Check out the Kickstarter that tells you all about them. You can also order them directly from our sales page

You’ll find the Anna Maria paper doll book and even purchase the materials to sew your own rag doll there. Thank you for supporting our small business efforts.

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We’re Excited About a Couple New Products

For a couple of Christmases we’ve hand-sewn dolls for outreaches to help children during the International Christmas Celebrations. This year we have decided to manufacture the dolls. Please feel free to let people know. Here is the press release that is going out this month.

You will find the release in our press section of this site here.

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Advertising Idea Generation

Sometimes you need a group of people to come up with ideas to promote your product or service. Throughout the years, not only have we planned and placed large and small media campaigns, but we have also helped clients come up with creative solutions for their ads. We brainstormed, coordinated production, wrote copy, got sponsors for, and trafficked ads from the creation process to scheduling.

Here is a small reel that was put together for a promotion we did with Rock Studios and includes ads for the San Diego Culinary Institute, the La Mesa Christmas in the Village, the La Mesa Antique Faire and the Haute Plate TV show.

Advertising Sample

Note: Please forgive some of the production values as the master reels weren’t available when the piece was put together.

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Press Release Posting

There are a number of websites where businesses can post their press releases for potential exposure to writers and the media. I’ve found, and what you’ll see on our site, a good free site that lets you post your press releases. Other sites have fees. You’ll need to do some research to find which one might be a fit for you.

The best part of writing and submitting press releases is they have the potential to get your business free media exposure. You’ll need to find a good angle and not be too sales”y” at first to grab the media’s attention.

The site we use is PR Log. See the listing of our PRLog here. And, if you need help writing and distributing press releases let us know. Thanks.

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