Storm Tussey Just a few thoughts

D is for Digital, a report released at this year’s Consumer Electronics Show, confirms parents’ worst fears about video games marketed as educational. The study by the respected Joan Ganz Cooney Center found less than 3 percent of the games studied were based on educational curriculum.

Educational toys (including video games) is a $1.1 billion segment of the $22 billion toy industry and the fastest growing one, according to Playthings magazine.

Sadly, it is an unregulated one. Manufacturers must abide by “truth in advertising” laws but as no standards exist for educational claims and those made by electronic toy manufacturer remain largely unsubstantiated.

Though some companies such as LeapFrog, Hooked On Phonics and Knowledge Adventure do devote sections of their Web sites to describing research and impact studies, such research is not widely available or documented.

And the voice of reason is often drowned out. Though child development experts and prestigious organizations such as the American Academy of Pediatrics recommend no screen time for children under two, the infant and preschool market for electronics has exploded in the past few years. Despite an alarming rate of attention issues noted by teachers and rising childhood obesity, American children still sit in front of a screen, TV, computer, and increasingly the myriad of handhelds and game consoles, an average of 5 hours per day — well more than the amount recommended by experts.

And still the category of products keeps growing.

The Joan Ganz Cooney Foundation recognizes that parents have no way of knowing whether or not a game or toy marketed as “educational’ really is:

Without firm and independently verified standards of educational value, how is a typical parent or educator able to discern if the multitude of products in the marketplace live up to their claims?

And has these recommendations:

Federal regulatory bodies such as the Federal Trade Commission, voluntary industry groups such as The Better Business Bureau, and parent advocates such as Common Sense Media should collaborate on a consumer protection initiative to better describe educational effectiveness in interactive media products for children.

Until then — caveat emptor.

I’ve been bad lately about blogging but as November approaches, I promise to be more active.

I am always trying to be ecologically conscious and realized that maybe you are also looking for some great Green Products.  Here are my favorite green findings:

1. Found at 3greenmoms.com: This team of 3 mom’s have created a great replacement to Ziploc bags and according to their website has saved an estimated 1.2 million plastic baggies from landfills. I ordered their great Lunch & Snack Skins in the green bud pattern and a pink striped pattern. They are fun, easy, washable, made in America and best of all making it a little easier to be green.

2. Found @ http://www.newbalance.com/outdoor/trail/WE070/: These were a wicked find and are more comfortable then any sneaker I have ever owned. The 070 is New Balance’s first green shoe. It has a stylish reduced weight design and made with recycled materials. The soles are made from rice husk. It comes in a blue and a green color. I chose the blue because as Elvis says “Nothing is better then a blue “green” shoe”, ok, Elvis said suede but I believe if he lived in today’s world, I’m sure he would say “green”.

3. Found accidentally at my local North Face Store.  Vermont is known for our harsh winters and last year i spent half the winter looking for an eco friendly boot that was good in the snow. I ended up with a great pair of ULU boots but when I saw these I knew I had to add them to my winter shoe collection. The website describes the boot as ” Moccasin-inspired waterproof boot made from luxurious full-grain suede leather with a soft faux fur lining. This winter knee high boot is fashionable and functional for wintertime wear. Durable TNF™ Winter Grip™ outsole with Ice Pick™ snowflake rubber lugs on sole grip to slick, frozen surfaces. Square cotton laces at back with side medial zip for easy on/off access” They should also highlight that they use a 200g PrimaLoft Eco insulation and a 40% recycled P.E.T. faux fur and brushed tricot lining.

4. Found at my local toy store in Shelburne, VT: PlanToys Parking Garage. This was a present for the little person in my life. It’s a toy he loves with wooden cars and wooden people but most of all PlanToys practices the “Three R’s” of green living: Reduce, Reuse, and Recycle. Their manufacturing processes are designed to reduce waste and save energy. They reuse materials, and have introduced innovative methods to recycle paper and other products. A product he loves and a product that loves the environment.

5. While we are talking about toys…I can’t leave out our local Teddy Bear Company- Vermont Teddy Bear Company. Two new bears have joined the American Made, Lifetime Guaranteed Teddy Bear line up.  A Recycled Bear made completely from Recycled PET Plastic Bottles. His soft fluffy fur, paw pads and stuffing is 100% recycled. The second bear is a 100% All Natural Wool bear. He is naturally hypo allergenic and no chemicals have been used in the making of this bear, plus he is stuffed with PET Plastic Bottles. I LOVE these products because they are local, american made and green. Go Vermont Teddy Bear!

6. My last big find is really a great thing for all Environmentally Conscious people. Check out Ecouterre. Ecouterre is a website devoted to the future of clothing and textile design. They are dedicated to showcasing and supporting designers who not only contemplate cut, form, and drape, but also a garment’s social and environmental impact, from the cultivation of its fibers to its use and disposal. Our mission: To follow the evolution of the apparel industry toward a more environmentally sound future, as well as facilitate a conversation about why sustainable fashion matters. I find great trends and products thru this website. Check it out daily for some great information!

Next Up: Why It’s important to buy green and how you can help your local economy.

I was recently walking down a Grocery Store aisle looking for my favorite Kashi Crunchy Granola bars and as I was looking at all the different granola bars I realized something. They all look the same.

Each day more brands hit the shelf. However, there is less and less differentiation.  In a world of competition more vicious then high school cheerleaders and heightened performance expectations that match gymnastic judges expectations, there has never been a more important time for brands to identify, carve out, and own a unique space in their target category. Yet, more brands are playing follow the leader rather than actually being a leader.

Though being a strong brand is something that only time can build, building a differentiated brand is not as complicated as some would lead you to believe.

First thing First, A brand is NOT a tagline, graphic standards or a logo.  If that is what you constantly judge your campaigns against, then you are doing it all wrong.

A brand is a PROMISE, Who you are, what you do, what you say, and most of all how you say it to the consumer. Imagine Nike’s “Just Do It” campaign. It’s positioned as an internal struggle, a coach pushing you to be your best. Stopping the naysayers and just get out and do it with Nike’s support. Now, imagine the “Just Do It” campaign positioned coming out of your mom’s mouth or your boss’s mouth. Most consumers would definitely not “Just Do It”; instead they would do everything they could to avoid doing it. Connotation of your campaign is integral to your promise.

The second part of differentiation is the emotional benefits of your brand. Americans use brands for a number of things-features, benefits, but most of all emotional gratification. This is even more true of brand rejectors, whose brand choices are ironically designed to showcase their rejection of  traditional brand values. Focusing on how your brand’s actions make its core customers feel-or the aspirational feeling you would like them to receive from interacting with your brand.

A great example of this is done with coupons. If you are pitching your brand with a coupon and a line saying “Times are hard, every penny counts” without realizing it, you have made your consumer feel like they “need” help, that they have “failed” in some way. However, if you pitch it as “Smart Ways to Save Money” then you are helping the consumer feel smart and leading them to believe that they are taking better care of their family by saving money.”

The third part of differentiation is what drives consumer perceptions. Consumer perception is two-thirds what a brand does, and one-third what a brand says. Meaning your companies walk will always mean more to a consumer then your talk. Performance will always trump awards. Your brand is only as good as the promises you keep.  How well does “what you do” align with “what you say”? Timberland, Stonyfield Farm, Patagonia, and Cliff Bar are companies that understand how to walk the walk.

Most companies will come back with “We can’t afford to run campaigns of those magnitudes”. You don’t need a fifty million dollar advertising campaign to create a meaningful brand. Ben and Jerry’s, Burt’s Bees, and The Body Shop are just a few examples of brands whose growth was not fueled by advertising dollars but by making a unique promise to consumers and then keeping that promise.

Splashy Ad Campaigns filled with empty promises will never do well and often cause more harm. BP had a great and colorful campaign a few years back that sold a “better fuel, better world” idea but they didn’t follow thru with their promises and ended up pulling the campaign within three months of consumer entry.

To ensure differentiation of your brand, ask yourself “What does this do for the consumer”? Then ask yourself the following questions, What about this makes me special?, How does this make the consumer feel? And lastly but most important, Can I keep my promise?