Is it just me, or was this a crazy moment in marketing?

Related Categories: Branding, Bmobile, TSTT, Digicel,Destra

So, I was at Brian Lara’s fete two Sunday ago.

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That's kind of funny in an interesting way. What do you think she should've done? I understand her predicament as she was in actuality representing two brands on the stage: Digicel and Destra, and she decided to sacrifice the Digicel brand for her personal brand. Digicel's marketing team should probably prep their spokespersons (maybe they already do, I don't know) on how to handle situations like that. A few clever lyrics 'bigging up' Digicel and throwing a few punches at BMobile might've helped Digicel be more competitive in that kind of environment.

# Posted By Brownskingurl | 3/2/09 1:09 PM

There were actually claims that some fete promoters were being told by companies which artists to hire, and not hire, for fetes based on artistes who have endorsed certain brands. This situation is a sort of tricky one. For e.g. when Nike hired Michael Jordan, they don't and can't tell him how to play basketball. When Reebok hired 50 Cent, they don't tell him how to rap or how to censor his performances.

Understandably, given the nature of our Carnival, the job of our artistes, and the small environment in which we operate (it comes down to people waving Bmobile/ Digicel flags etc when a sponsor of the other band is performing) can we tell a performer to keep saying Digicel during the performance? I mean she how would the crowd take it if she told people to get something other than the glow stick/ rag/ whatever it is to wave. That might have killed people's vibes. Secondly, what's the nature of her contract? And to what point is it an endorsers job to get into the competitive relationship between the brands. We all know that the Bmobile/ Digicel relationship is quite a competitive one. Remember the tit for tat ads. I know the media houses love it; it's a cash cow.

I'm sure that at that point in time Destra was not thinking from a marketer's perspective. Yeah she could have "big up" the "bigger, better network" but maybe she thought she might have looked as if she was aggressively dissin bmobile? I don't know. Maybe she also thought at that point in time that she didn't have to incorporate a Digicel chant in her performance. From her statement, I figure the way she saw it was, she acknowledges that she's a Digi endorser, that it's a clearly bmobile sponsored event at the home of a bmobile endorser, and that you know what Carnival, jumping, wining etc have nuttin to do with market competition and which network is better.

But certainly for Carnival, the question has to be asked how far should we go re dictating how our endorsers should conduct their performances? Devil's advocate here: From a purist (non-marketing perspective) should we even bother?

# Posted By Karel - Caribbean Public Relations | 3/2/09 1:39 PM

I feel as though Loyalty remains with the band regardless of the situation..Carnival or not!
If you are representing a brand then do just that..it might sound harsh but i honestly feel that Destra would have had prior knowledge that the sole sponsor and endorser of this event was/is BMOBILE.. i know that! I cannot recall and forgive me if i am wrong..please correct me as well, ever seeing any of the BMOBILE artistes performing @ DIGICEL events...Maybe I am wrong..but that is not the case @ hand..

I strongly believe that if you are representing a brand you should do so 100% and not occasionally..you have to believe in the brand and be the brand, the brand becomes your life almost..So i strongly feel that no artiste or endorsed person should be on any forum where the title holder or sponsor is the competitor...totally unethical..

# Posted By Adanna | 3/2/09 10:12 PM

In that case, they would have to pay the artiste quite handsomely since many fetes were sponsored by either of the entities. And if performers were forced to agree to this, that would put them out of a lot of work for the season. Is a contract worth that much from the artist's view? This is a delicate position. And yes bmobile and digicel artistes do end up performing at the same event, e.g. saints, soca monarch etc. Some of the events may not be bmobile ville, as was Lara's.

# Posted By Karel - Caribbean Public Relations | 3/2/09 11:06 PM

I totally endorse Adanna's statement...that's like working CLICO but you have a Guardian Life mug, pen and other paraphernalia displayed on your desk.
One has to be loyal to the brand!

# Posted By Foxyreds | 3/3/09 6:59 PM

Great comments.

It was just completely surreal to me because even though this was Brian Lara's fete, it was, for all intents and purposes a Bmobile fete.

Destra urging the crowd to wave Bmobile's branded paraphernalia was an endorsement of her competitor's brand. Lock. Stock. And barrel. Nowhere in the world of clebrity endorsemt can or should that happen. Does Micheal Jordan endorse the Jockey brand.? Nope Hanes would cut that contract immediately. Does Micheal Phelps support Post cereal? What would Kellogs have said? This is in Phelps pre-bong days.

Perhaps it ought to begin at contract level. Maybe a clause that states that the two brands and their spokespersons can co-exist in one space (by this I mean fete) provided that there is plenty opportunities for both organisation's collateral to share the spotlight in equal measure.

When a party is hosted by one company exclusively, there is only one role for the competitor's spokesperson: to show up as a guest.

If that means a performance fee needs to be paid for a missed opportunity, then so be it.

Maybe, its just time for Destra to have her own fete (I'd be the first to get a ticket) with Digicel's support.

# Posted By judette Coward-Puglisi | 3/4/09 8:26 AM

They would definitely need to consider this sort of situation carefully. Unfortunately, our environment is a small one. Michael Jordan' sponsorships are not affected by which city/ basketball he plays on. Our soca stars have this to study. However, sponsors and endorsers have to consider not only the impact on the brand, but also the impact on the artiste's career. After all, an artiste is as popular as how often his/ her song is played, or how many fetes he/ she performs at.

So yeah we can pay for a missed performance, as long as it isn't too frequent, then that takes away from the artiste and their mileage.

# Posted By Karel - Caribbean Public Relations | 3/4/09 11:35 AM

Funny you should bring this up! I first heard rumours that Machel Montano was going to be on the road with TRIBE instead of the Bmobile sponsored band Island People he usually plays with. Word is he had some falling out with the latter band and was going to be playing mas and performing with TRIBE.

However, subsequent to those rumours and the ... Read morerelease of his song "Antz" with a line stating "follow the TRIBE" I was told that because of his contractual obligations to Bmobile he had to remain with Island People. One only knows how true this was but Machel and his entourage were seen "liming" in TRIBE for part of Carnival Monday but performed with Island People on Tuesday.

Also, one of my friends works with Bomible and plays with TRIBE and told me a story of a TRIBE official asking them to put away their Bmobile paraphernalia (rags, cups etc) on the road Carnival Tuesday!
Being Trinis they ignored the request!

# Posted By Saucee Diva | 3/5/09 3:42 PM

Yes Judette, This was a crazy moment in marketing. Unacceptable in any other part of the world :-o Elsewhere Destra would not even have made the lineup :-o Only Sherwyn and and his boxing partner Machel.

# Posted By Lesley-Ann Noel | 3/5/09 4:10 PM

Agreed, completely unacceptable. I'm not sure that locally, we really understand how the world of sponsorships ad endorsements work. I think it's also evident ( particularly from this scenario) that the legal contracts between corporate sponsor and endorsee are most likely poorly done, leaving room for these gaping loop-holes. But putting legalities aside, shouldn't an endorsee just have some plain loyalty and common sense ?

# Posted By Simone Sant-Ghuran | 3/5/09 5:43 PM

Quite a crazy moment..Clearly the endorsee does not understand her role with regard to the brand..I think this is a major breach.

# Posted By Marissa Brooks | 3/6/09 4:31 PM

We seem to forget one thing. This is a Lara fete. I actually believe the bigger brand here is Brian Lara, towering over the Bmobile/ Digicel cell towers.

What Brian wants, Brian gets. And Brian clearly wanted Destra. She has always performed at this fete, at least for as long as I have been attending.

In any event I would have thought TSTT had a bigger issue to consider; Machel Montano's outburst at his concert against fellow Bmobile endorser Sherwayne Winchester should at least have raised some concerns at the corporate office as to whether Mr. HD is theright spokesperson for the brand. The Bmobile brand already enjoys a love hate relationship in TT without Machel making it seem more cantankerous.

In "real" countries where a company's brand is as alive and valued as its employees or customers, Mr Machel would not have lasted five minutes on the Bmobile bandwagon after that behaviour.

# Posted By Nicole Duke-Westfield | 3/6/09 4:32 PM

But prior to his outburst with a fellow Bmobile endorser,Nicole, he was in court for something much more serious...funny...it didn't seem as if the sponsors had any issues with this! And of course, I make this statement totally unaware of any action that they may have taken...But given that Mr. HD was representing the brand so prominently, "moving" with them, well, I can only think that all was well.

Going back to your original post, Judette, it might bea lack of udrstanding on the part of the endorsee, but I want to think that if contracts were followed to a "T", as we say, the female performer would not have even appeared on that stage! Go easy on her...in that scenario, she was clearly outnumbered and to ease the "pressure" she probably felt that she had to address it up front before getting into d bacchanal.

# Posted By Marva Newton | 3/6/09 4:33 PM

...But what I have also noticed is that in the past (don't know if it still happens) certain voice-over talents were being paid by both Pipers, as it were, given that they were doing commercials for both competitors. Only in Trini!

# Posted By Marva Newton | 3/6/09 4:34 PM

Conflict of interest...moral obligations...the idea that certain things are just not done...all these things and other VALUES are diminishing day by day.
Thanks for holding up a mirror...Did no one really think for a minute, as the once popular song by Ronnie Mc Intosh said,
" HOW IT GO LOOK???"

# Posted By Nikisha Moore | 3/6/09 4:35 PM

I look at sponsorship as a sacred thing that is hard to come by in this guava season. Sponsors fork out a great deal of money for exclusivity so I am appalled when I see a spokespersons lack of respect of other sponsors and their brand. Case in point, over the Carnival season I attended fetes not really knowing who was performing, of course it was just my luck that Iwer George performed almost at every single fete I attended. Iwer has a tune with Ziggy Rankin “We like it” where he chants the words ‘wine, wine, wine, wine, wine, wine” no less than a million times during the rendition. Mr. George who apparently is now sponsored by KFC seemed to think that he had to ensure that his sponsor received their money’s worth by replacing the word “wine” in the tune with the acronym “KFC”, repeating it over and over again, no less than a million times. Now what irked me is that 1. it’s a fete, just sing the tune nah Iwer and 2. Iwer had no regard for the fact that KFC was not a sponsor.

# Posted By Judy Coward | 3/6/09 4:36 PM

One has to look at the history of Digicel in the region particularly in T&T regarding Brian Lara and contractual obligations to two major sponsors. As a West Indies team member to Digicel & as a spokesperson for Bmobile. I think it also depends on the contract Destra has with Digicel. Does she refuse work based on who may be sponsoring the event. This wasn't a bmobile event it was a Brian Lara. Bmobile was just the major sponsor. Brand censoring her performance may have served to alienate the crowd & could have negatively affected both her and Digicel. In the competitive brand arena you have to choose your battles you don;t want to seem petty. The bigger question. Do these strategies work in our culture? I mean I had a digicel and was using it then I got tired of carrying around two phones, so I gave it up & kept my bmobile. Do the masses really care what network Lara, Destra or Machel use. In the US mobile celebrity endorsements have given way to the package deals value for money.

# Posted By Adrian Raymond | 3/6/09 4:55 PM

Adrian you raise a very important question. "Do these strategies work in our culture?". That, to me, is the real issue here.

# Posted By Karel - Caribbean Public Relations | 3/6/09 10:11 PM

Well in that regard, local communicators need to carefully adapt the strategies to suit our culture as well as realise new and innovative measures that will have a greater impact locally.

At the end of the day, I don't think we really give two hoots about who sponsors who but rather are swayed by services relevant to our individual needs or desires and how well these are addressed.

# Posted By Joseanne Henry | 3/10/09 6:14 PM

Wonderful comments. Glad to see the response of so many brand custodians.

Joseann we'll have to agree to disagree. I do think people give two hoots.

When I studied in Boston I did a heap of research into how celebrity endorsers positively impact consumer attitudes towards product and the associated brand, consumers’ purchase intention. I can send you some references if you like but substantial research on the topic, suggests celebrity endorsement may materially improve financial returns for companies that employ them in their advertising campaigns.

If we don't care two hoots then at least the brand managers should.

My friend, Wynell Gregorio over at CLICO, (she's a brand purist) said something that I never even thought of in this whole discussion. Destra was placed in a super mighty position with a competitor's brand.

What if Destra didn't encourage people to jump and wave their BMobile rags? What if she said: " All yuh know I representing Digicel, and I want all yuh to throw dem rags down, yeah ! Throw down dem rags and when you do I want yuh to mash dem into the ground real good...."

What do you think the bachanal crowd would have done then?

# Posted By Judette Coward Puglisi | 3/12/09 10:41 AM

trying one more time

# Posted By q | 3/13/09 5:20 PM

Therefore it would seem to me that your true brand value is based on what you are offering the end user. Basing branding on celebrities has been played out as far as I am concerned. The days of Micheal Jordan for Nike and Micheal Jackson for pepsi are over. Now a direct endorsement in their sphere of excellence is another issue. Of course I would use a cricket back endorsed by Lara, or track shoes worn by Bolt, Make up used by Halle Berry ( if I wore make up LOL, but then again in this day of airbrushing who knows what is real and what is not) but other than that your product's brand stengths really are dependent on value for money propositions, the reliability and effectiveness of the offer, and of course access. We need to be able to find it and get it easy.

# Posted By Adrian Raymond | 3/13/09 5:22 PM

strictly speaking it is a bit crazy but a marketing mix also has to be designed in sync with a culture. Deastra is a big soca artiste in great demand around Carnival. I think digicel and bmobile may cause more harm than good to there marketing plan if the deny Destra because of contractual obligation and affliation respectively. I guess this is marketing soca style. So to me it is acceptable, in the vein that it may have a negative impact in eyes of some potential customers

# Posted By Lincoln Bobb | 3/13/09 5:23 PM

I think from a brand purist perspective it's insane, I mean, we speak of the actual symbolism of Destra standing there representing her brand Digicel in a sea of lime green. But what about the fact that she had a captive audience of some 1,000 persons all attentive to what she was about to say. Destra held the attention of so many movers and shakers and could have easily spoken detrimental words against the competitors.... What if she said some off- color comments ....that would forever be remebered and branded with the event and the sponsor .....What if??

# Posted By Wynell Gregorio | 3/13/09 5:25 PM

ok... it worked this time. i think
so i'll write this out one more gain!!

the point i was battling modern technology to post was, endorsed professionals face this type of situation often. i want to submit the example of michael jordan when he was in the 1992 olympics. reebok sponsored the dream team's warm up uniforms. at first, micheal went on record saying that he would not appear to receive the gold medal because of that conflict. however, he ended up wearing the reebok warm up track suit BUT hung an american flag over his shoulder covering the logo. none of the pictures ever showed michael displaying the reebok logo.

"I feel very strongly abut loyalty to my own company." is what he said about it.

i think destra could have thought about it a little more and come up with something.

# Posted By q | 3/13/09 5:29 PM

If you go to the fete next year you will have your answer...in a pratical sense.

What you expected to be marketed is not what was actually marketed. What
was marketed was celebrity, carnival and alcohol. In fact, it was a
sponsored event.....a carnival fete.

The subliminal - some may even say overt - winners in thye area of marketing
were celebrity, carnival and alcohol.

# Posted By John Henry | 11/22/09 5:04 PM

I think she did the right thing given our own culture. In this situation, the big brands are really Brian, Destra, Machel, Shurwayne et al. Their brands inspire far more passion and loyalty than bmobile and digicel.
Had Destra gone up on stage and bad-talked the host she would have done more harm than good, particularly to her own personal brand which, at the end of the day, is the only thing she owns outright – sponsor come, sponsor go. And it would probably have done more to turn off the crowd, many of whom would probably have been embarrassed to follow any instructions to stomp on the bmobile paraphernalia. It would have also embarrassed the real host and the real big brand – Brian Lara. Any such action would have made both Destra and Digicel look childish and churlish.
Should she have performed in the first place? If she has been doing it for years and this is what patrons have come to expect, then – yes - because the other thing Trinis don’t like is a corporation intruding so as to dictate their entertainment. Start your own thing by all means with your own line-up, but if it is an established event you need to make a practical a practical assessment of just how big is your brand.

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