Monday Memo
A Byte of Knowledge
We love the way entrepreneur Paul Graham describes the goal of a writer.
He says, “There's an Italian dish called saltimbocca, which means ‘leap into the mouth.’
My goal when writing might be called saltintesta: the ideas leap into your head and you barely notice the words that got them there.”
This is an excerpt from Paul’s essay titled, Write Simply.
And that's what exceptional writing boils down to - simplicity.
Using understandable language to express complex ideas.
It's easy to get bogged down in fancy words and elaborate phrasing.
To focus on sounding "smart" instead of communicating your message to the reader. (Aka from copywriter to potential customers.)
The real art of writing is making it look effortless.
The words vanish and the meanings implant themselves into the reader's brain.
They should never stop and think about your writing.
That's the level we aim for. Not mining the thesaurus for $5 words. Or trying to impress anyone.
But putting our effort into breaking down our thoughts. Distilling them into their leanest, most potent form.
And trimming every ounce of fat until only the essential ideas remain.
Write simply.
You’ll get more people’s attention.
Your ideas will stick.
You'll build more credibility.
And you'll make more money.
Something to Ponder
Another piece you should read (if you're serious about any kind of long-term success) ...
Is advertising legend Leo Burnett's retirement speech, When to Take My Name off the Door.
It begins...
"Somewhere along the line, after I am finally off the premises, you–or your successors–may want to take my name off the premises, too.
You may want to call yourselves "Twain, Rogers, Sawyer and Finn, Inc." Or "Ajax Advertising," or something. That will certainly be okay with me, if it's good for you.
But let me tell you when I might demand that you take my name off the door...
That will be the day when you spend more time trying to make money and less time making advertising. Our kind of advertising."
Boom. A hard-hitting truth bomb from one of the OG Mad Men.
Burnett's point is as clear as day - don't lose sight of your true purpose to chase dollars.
Doing great work for clients and customers is your highest priority.
This speech is a powerful reminder...
One that forces you to ask yourself...
Am I focused on producing an amazing service?
On over-delivering at every turn?
Or have I gotten sidetracked and put money ahead of quality?
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We Asked – AI Answered
Our Question:
"The Patagonian toothfish underwent a remarkable rebrand in 1977. Fish wholesaler Lee Lantz started marketing the undesirable fish as "Chilean sea bass."
Recognizing the potential to make the fish more palatable to the North American market, Lantz chose an exotic name. Even though the fish was not true sea bass and mostly caught near Antarctica.
This rebrand was a resounding success. The luxurious new name lead to a massive surge in popularity and demand in upscale restaurants.
What are other examples like this when a bland product or service undergoes an extreme rebrand?"
ChatGPT's Answer:
Prunes to Dried Plums (California Prune Board)
Background
Prunes have long been recognized for their health benefits, particularly for aiding digestion. However, they were predominantly associated with an older demographic, which stigmatized the product and restricted its market reach among younger consumers.
Rebranding Strategy
Facing this demographic challenge, the California Prune Board initiated a rebranding campaign in the early 2000s to rename prunes to "dried plums." This strategic shift was based on extensive consumer research that suggested "dried plums" would resonate better with health-conscious consumers and appear more culinary versatile.
Implementation and Impact
The rebranding effort included a comprehensive advertising campaign featuring new packaging and a series of educational initiatives to highlight the broad nutritional profile of dried plums, focusing on their antioxidant properties and benefits beyond digestive health.
Following the rebrand, there was a notable increase in consumer acceptance, with a UCLA study documenting a 40% increase in U.S. households purchasing dried plums over a three-year period. The broader appeal also led to new culinary applications in recipes and snacks, expanding the market reach.
Rapeseed Oil to Canola Oil
Background
Rapeseed oil, widely used globally, faced significant marketing challenges in North America due to the negative connotations of its name and concerns over its erucic acid content, which was thought to be harmful.
Rebranding Strategy
In the 1970s, researchers from the University of Manitoba developed a new variety of rapeseed that was low in erucic acid and glucosinolates. The product was rebranded as "Canola Oil" in 1978, a name derived from "Canadian oil, low acid" to emphasize its health benefits and Canadian origins.
Implementation and Impact
The launch of Canola Oil was supported by a robust marketing campaign that included partnerships with health organizations and nutritional experts, emphasizing its low saturated fat content and heart health benefits.
As a result, by the late 1990s, Canola Oil had captured about 40% of the market share for cooking oils in North America. It also gained recognition from the U.S. Food and Drug Administration (FDA) for its potential to reduce heart disease risk, further boosting its market presence.
Kiwi Fruit (from Chinese Gooseberry)
Background
Originally known as the Chinese gooseberry, this fruit's cultivation flourished in New Zealand. The name was geographically misleading and lacked appeal in Western markets, where it was largely unknown.
Rebranding Strategy
In the 1950s, New Zealand fruit exporters, led by the marketing genius of Auckland-based fruit company Turners and Growers, rebranded the fruit as "kiwi fruit." This name was inspired by New Zealand's national bird, the kiwi, which is small, brown, and fuzzy, mirroring the fruit’s characteristics.
Implementation and Impact
The rebranding to kiwi fruit was a pivotal move that established a strong, distinctive brand identity. It not only increased the fruit's marketability but also positioned New Zealand as a leader in quality agricultural exports.
By the 1980s, New Zealand was exporting millions of trays of kiwi fruit annually, transforming it into a staple fruit in grocery stores worldwide. The success of the kiwi fruit also spurred similar branding efforts for other agricultural products from New Zealand.
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Thanks for reading the Monday Memo.
Until next time!
The AI Marketers
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