A Day In The Sun® newsletter S3 V5
Musings with a dash of bluster at the intersection of brands, creativity, and entrepreneurship
[Reading time: about 4 minutes; 2 if you skim; infinite if you’re trapped in GW231123, the largest and also fastest-spinning galactic black hole merger ever recorded by far]
Happy July. In this edition of A Day In The Sun®, we’re opening with a couple of big news flashes. It’s a slight break in format… but whatevs. I’m also going to try harder to make this one shorter and avoid the dreaded “TL/DR” handle. In that spirit, let’s have at it.
NEWSFLASH(ES)
(1 of 2) The Wall Street Journal is lookin’ GOODLES
Delighted by this feature-length profile of GOODLES that was published in the Wall Street Journal last week. Check it out. The reporter did a great job unpacking the myriad reasons why the GOODLES magical mystery tour has gotten off to such a great start.
(2 of 2) Cannes Cannes dance
Speaking of GOODLES emerging on to major global stages, it was a career honor to be able tell our story as a featured presenter at the Cannes Lions creativity festival last month. I spilled coffee all over my white pants just before taking the stage, but other than that, it all went great. A cutdown video of my primary Cannes talk is here. I was also interviewed at one of the Cannes content studios on the beach; we had a blast. Check out that one here.
As is the case with every positive development at GOODLES, both of these appearances were the products of true team efforts behind the scenes, not just the founders. Thank you, all- you know who you are!
1. OBSERVATIONS FROM THE BRANDVERSE
Let’s make a deal
These days there are lots of really dumb self-imposed productivity killers seemingly swirling at random across the landscape, like a giant flock of toxic starlings. Somehow, however, this chaos hasn’t cratered the M&A environment in the consumer space… yet, at least. Dr. Squatch is the latest to go (to Unilever in that case). Entrepreneurs: I know how hard it is to raise money these days but keep on keepin’ on. And to the bigguns: keep that checkbook handy.
Ed.: a large flock of birds swirling around together without a clear pattern of movement is called a “murmuration,” for those wondering.
McYes
Big companies need more programs like this: live experimentation labs for new ideas. I’ll take a few prototypes and pilot retail over 100,000 pages of research data done in abstract. Per above, however, acquisition still might be the best path to net new growth.
All you need is love
This NYT editorial is as prescient as it is saddening. The thesis is captured succinctly the headline. As entrepreneurs and brand captains, it can be tempting to poke at foils; remember the “soda wars,” and other category “wars”? In today’s climate, love must lead the way. It’s the strongest of all the forces. The Beatles were right when they prescribed what the world needed back in 1967, and the message still holds.
Color me thrilled
On my way home from Cannes via Paris, I had an open afternoon. So I stopped by the relatively new Fondation* Louis Vuitton museum. Beyond my enjoyment of spectacular architecture (thank you, Frank Gehry), I specifically was jazzed to take in the exhibit featuring the life and works of David Hockney. Amongst many virtues, Hockney is a master of color… an element that is so important to us as brand builders. Can color in branding be underrated, even? I think it is.
*Yes I know that “Foundation” is spelled F-o-u-n-d-a-t-i-o-n. But in France, foundation is “Fohn-da-SEE-ohn.” Better.
Off by a nose
Ravaged by allergies and desperate, I picked up some Flonase the other day. The only thing worse than my congested sinuses were these preposterously long and confusing usage instructions. Exasperated, I asked an AI to guide me. In just 0.47 seconds, I got the answer I was seeking (how many squirts and how often, if you’re wondering). I am wary of AI as a marketing tool/asset, but this is a classic example of an improved experience through technology. Flonase and every other brand: take heed!
OMF/G
When I’m on an airline upgrade or standby list, I show up on the board as EAR/P.* That protocol doesn’t work particularly well for this person. As developers, we have to be mindful of how our ideas actually manifest in the field. Theory is only so helpful.
*No relation to Wyatt
I’ll pass
I guess they are warning me that this detour will be bland, commonplace, garden variety, table stakes, booooooring. Any alternatives?
What about “Fast Eddie”?
This is a good name for a variety of golf shafts. I guess? I like it better as the title of a brooding and driving 90s grunge classic.
On the road
My son’s travel baseball schedule took us to north-central Indiana last weekend. I had a rare opportunity to inspect—and photograph— one of these iconic highway signs from just a few feet away, based on its highly atypical positioning on a public sidewalk. You can learn a lot about anything upon a closer inspection of all the details. It had better hold up.
Come here often?
On a run down at the beach the other day, I watched this goose calmly and confidently saunter right up to this table of humans. This photo is begging for a caption. I have ten of my own already but want to hear from you; ping me.
2. A QUICK LOOK INSIDE THE ROPES
Cup Cup Horray
At GOODLES, we are “as thick as thieves” with our fans and by far the top request was to produce single-serve cups. Single-serve comprises a big part of the mac and cheese category due to convenience (just nuke it), speed to prep (ibid), and relative lack of cleanup required. Well, you asked and we answered. And did we ever: we sold out our entire direct-to-consumer allocation, which was considerable I assure you, in less than a day. Cups are now rolling into our retail partners like Target and Costco, and flying out of there as fast as they move in. I love this new addition to the GOODLES line for the all reasons above and one additional one: the packaging is so distinctive. I scream, you scream, we all scream for ice cream GOODLES cups.
Photography above: a company studio shot… and our car
Big gig at Small Wonder
Small Wonder, the line of powder concentrate haircare products that I believe is the future of the category, is closing on some financing—no small feat in this market, by the way. With a few additional shekels in hand, SW is actively looking to hire a superstar to stand up and then lead the brand marketing function. This is an incredibly important and exciting position. If you’re a brand ninja and up for an adventure, apply here.
Kate-tucky
Big Nose Kate and our fearless leader Mel Heim will be front and center at the national Women of Bourbon “Siposium” in Louisville, Aug 14-17. This appearance includes a Kate-sponsored dinner, panel, and other the bells and whistles. (Aside: BNK is a blended western whiskey, not a bourbon; shhhhh don’t tell them. Close enough though, I guess).
Say cheers to Mel if you’re there.
That’s it for now. Back to you in a month or so. Drop me a line if you’re so moved.
In the meantime, stay cool. It’s gettin’ hot out there.
Get in touch:
A Day In The Sun
909 Davis Street, 5th floor
Evanston, Illinois 60201
paul@ADayInTheSun.com
Bringing back the Rabbit Hole feature after a bit of a hiatus.
As marketers, we go to great lengths trying to wire irrational meaning and engagement potential into objects. Sometimes it materializes on its own.
Another stop during my whirlwind day in Paris: the George V hotel. Why? Well, this place occupies an important spot in the Beatleverse: it’s where the band always stayed when in town. Even more notably, the George V is where they conceived a handful of their timeless classics while they were essentially trapped inside due to out-of-control fan pandemonium out on the streets. For example, according to the photographer chronicling them at the time, below you see the band working out “Can’t Buy Me Love” for the very first time… right there in the penthouse suite at the George V. (Aside: can you imagine being a fly on the wall in that room, at that time? I actually can, and do; it’s the stuff of dreams.)
The George V is a beautiful hotel but it’s extraordinary because it was the Beatles’ crash pad and makeshift studio. Similarly, last year, I sat on a park bench while touring the Paramount studio lot in LA. It was an entirely unremarkable bench… except for the fact that it was the bench used in “Forrest Gump.”
Best to you in discovering things that are way more than just things. And to making them so, if you must.