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May 23, 2012

Ex-CIA spy in Iran's Revolutionary Guard: Baghdad talks highlight Western naivete
Tony Pugh: More private colleges offering tuition discounts
Lisa Gerstner: 4 Money-Etiquette Questions Answered
Mary Beth Franklin: How to Choose the Right Annuity for You
Art Markman, Ph.D.: Get smart: How to bulk up your creativity muscles
Tina Susman: The wig wasn't enough: Man gets 13 years for posing as his dead mom
The Kosher Gourmet by Emma Christensen:A simple way to do fish right
May 22, 2012
David S. Cloud and Kathleen Hennessey: Obama changes mind on Pakistan invite to NATO summit --- and then gets dissed by country's president
Warren Richey: Can US group challenge overseas surveillance act? Supreme Court to decide
Thomas M. Anderson: Walking Away From a Mortgage
Environmental Nutrition editors: The lowdown on a low-acid diet
The Kosher Gourmet by Megan Gordon: Enjoy a celebration of the most rich and layered flavors: Black bean, sweet potato and quinoa chili
May 21, 2012
Mark Clayton: Cybersecurity: How US utilities passed up chance to protect their networks
Howard LaFranchi: NATO summit: Who will foot the bill for long-term Afghanistan security?
Chris Farrell : Earn Dividends in Emerging Markets with This WisdomTree ETF
James K. Glassman: 5 Stock Picks Among Online Retailers
Stephen Whiteside, Ph.D. : Mayo Clinic Medical Edge: Social anxiety disorder --- or just shy?
Guy Jackson : Victim's father regrets death of Lockerbie bomber
The Kosher Gourmet by Mario Batali: Famed chef's veal shoulder farsumagru: A festive meat course for late spring
May 18, 2012
Rabbi Berel Wein: Striving: The People of the Book's Book for (All of) the People
Caroline B. Glick: Embracing dangerous delusions and not our friends
Steven Goldberg: 5 Great Stock Picks and the Exchange-Traded Fund that Owns Them
Janet Bodnar: How to Teach Kids to Handle Credit Cards
Mary Pickett, M.D.: Ask the Harvard Experts: Don't be forced into gluten-free lifestyle based merely on a doctor's false-positive test
The Kosher Gourmet by Carolyn Malcoun: DIY healthy lunchbox treats: HOMEMADE FRUIT BARS for kids and brown-bagging adults alike
May 17, 2012
Warren Richey: Teacher fired for being unwed and pregnant can sue religious school, court rules
Josh Mitnick: Netanyahu's 'centrist' coalition is already proving it's anything but
Steven Goldberg: Earn Dividends in Emerging Markets with This WisdomTree ETF
Mary Beth Franklin: Retirement Savings Tips for New Grads
Amina Khan: Research links coffee to lower death rates
Chelsea Sheasley: Social media: Is it too feminine?
The Kosher Gourmet by Faith Duran : Cheesy Potato Breakfast Casserole with Cheddar and Sun-Dried Tomatoes
May 16, 2012
Jackson Holahan: The Aleppo Codex
Jonathan Tobin : Iran Declares Victory in Nuclear Talks
Anne Kates Smith: 7 Stocks That Let You Sleep Tight
Carmen Terzic, M.D., Ph.D. : Mayo Clinic Medical Edge: A variety of exercises can help improve balance
Melissa Healy: National strategy on Alzheimer's disease aims to halt it by 2025
The Kosher Gourmet by Joyce White : GOODNESS GRACIOUS: GREENS! 4 winning recipes that are no longer just for down-home folks (Includes expert tips & techniques)
May 15, 2012
Dennis Prager: God and Man at (and for) Liberty
Kristen Chick: Obama administration resumes arms sales to Bahrain despite serious unresolved human rights issues. Activists feel abandoned
Pat Mertz Esswein: Homes are now affordable again and mortgage rates are low. What you need to know before you buy
Kathy Kristof: Our Practical Investor Fights Inflation with These 6 Investments
Sue Hubbard, M.D.: The Kid's Doctor: Lactose intolerant young child? Check again
Environmental Nutrition Editors: Get the facts on palm sugar sweetening
The Kosher Gourmet by Kathy Hunt: Spread a Little Excitement with EXOTIC CONDIMENTS (4 RECIPES)
May 14, 2012
Richard Simon: Purple Hearts for domestic terror victims?
Nando Pelusi, Ph.D.: The privacy paradox: Surrounded by strangers, we risk isolation, anxiety
Chris Farrell: Investing Lessons from the Great Recession
Lisa Gerstner: How to Protect Your Identity, Finances If You Lose Your Phone
Harvard Health Letters: Heart disease and dementia
Tiffany O'Callaghan: New hormone mimics effects of exercise without the sweat
The Kosher Gourmet by Megan Gordon: MANGO COCONUT OAT MORNING MUFFINS are a bright but hearty delight
May 11, 2012
Rabbi B. Shafier: Why happiness will always be elusive
Charles Krauthammer: Echoes of '67: Israel unites
Howard LaFranchi: With G8 snub, US-Putin 'reset' off to stumbling start
Jeremy J. Siegel: Investors, Relax About Rising Interest Rates
Jessica L. Anderson: Get the Best Deal on a Used Car
Jett Stone: Forget face-lifts and fake knees. Scientists have seen the fountain of youth --- and it's broccoli
The Kosher Gourmet by Chef Mario Batali: The famed chef's vegetable dish that tastes true to the season: FAVAS AND SUGAR SNAP PEAS WITH POTATOES AND TARRAGON
May 10, 2012
Clifford D. May: The Real Palestinian Refugee Problem
Sergei L. Loiko: Putin sends warning to U.S., NATO in Victory Day speech at Red Square
Mary Rourke: How being a 'mentch' got Vidal Sasoon his start and fighting in Israel's War of Independence provided him with confidence and a strong sense of his own identity
Harvard Health Letters: Palliative care: Underused therapy yields surprising benefits
Jeff Bertolucci: Get Home Phone Service for Less Than $10 a Month
Rachel L. Sheedy and Susan B. Garland : Make the Right Moves to Boost Benefits
The Kosher Gourmet by Betty Rosbottom: Gleaming with its golden, crimson, and snowy white hues, this silken smooth and creamy STRAWBERRY ORANGE TRIFLE looks impressive, but is easy to prepare
May 9, 2012
John Rosemond: Parents, stop destroying the American male
Valerie J. Nelson: Maurice Sendak, author of 'Where the Wild Things Are,' dies at 83
Bob Frick: Angst Over Annuities
Sharon Palmer, R.D. How you can reduce your risk -- or delay -- chronic diseases associated with aging
Howard LeWine, M.D.: Ask the Harvard Experts: Why did my blood pressure suddenly shoot up?
Lisa Gerstner: Lower the Rate on All Your Loans
The Kosher Gourmet by Emily Ho : Springtime soba with miso sauce offers a coloful mix of fresh textures and flavors
May 8, 2012
Edmund Sanders: Netanyahu suddenly cancels new elections, forms unity government
Frank J. Gaffney Jr.: Farewell to European superstate
Anne Kates Smith: 4 Stocks That Mimic Buffett and Berkshire Hathaway
Gaia Vince and Clare Wilson The Rise of Miniature Medical Robots: Fantasy Fast Becoming Reality
Paul Takahashi, M.D.: Mayo Clinic Medical Edge: Never suffer night leg cramps
Jessica L. Anderson: Extended-Warranty Warning
The Kosher Gourmet by Diane Rossen Worthington: Celebrate National Chocolate Chip Day with the Best Cookie Ever (Includes techniques)
May 7, 2012
Mark Clayton: Homeland Security warns major cyber attack aimed at gas pipeline industry underway
Angus Roxburgh: Putin Decoded: World view of a Russian feeling dissed
Kimberly Lankford: Navigate a Course for Long-Term Care
Kevin McCormally How to Adjust Your Tax Withholding
Celeste Robb-Nicholson, M.D.: Harvard Health Letters: How do you treat a Baker's cyst?
Joanne Capano: Healthy Snacks for Children: The Choices May Surprise You
The Kosher Gourmet by Penelope Wall: Classic Creamy Spinach Dip with a Fraction of the Calories and Fat
May 4, 2012
Rabbi Nathan Lopes Cardozo: Holy 'trivialities'
Jonathan Tobin: Bibi v. Barak will be no contest this time around
Steven Goldberg: Blue Chip Stocks On Sale Worldwide
Art Pine Slow Productivity Growth a Blessing --- For Now
Sue Hubbard, M.D. : The Kid's Doctor: Are Kids Too Wired?
Kerri-Ann Jennings, M.S., R.D: Foods that are good for your smile
Amy Paturel, M.S., M.P.H.: Eating Well: Foods that are good for your smile
The Kosher Gourmet by Betty Rosbottom: Strawberry rhubarb parfaits are elegant yet simple to assemble
May 3, 2012
Michael Freund: Who's Afraid of the Messiah?
Clifford D. May: The Foggiest War
Susan B. Garland: Insurance to Cover Old Old Age
Steven Goldberg 6 Reasons to Bet on a Big Bull Market
Harvard Health Letters: Treating prostate cancer --- no rush to judgment
Larry Gordon: Harvard, MIT partner to offer free online courses
Naomi Nix : Man gets free trip to Chicago after postcard sent by mother in 1957 finally reaches him
The Kosher Gourmet by Diane Rossen Worthington: Intensely Italian vegetable frittata is a seriously simple standby


Jewish World Review June 24, 2008 / 21 Sivan 5768

Getting the brand back together

By Malcolm Fleschner


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http://www.JewishWorldReview.com | When my old college roommate sent me an email directing me to a recent article in the New York Times, I was instantly suspicious, concerned that this was just his latest not-so-subtle attempt to remind me of how badly I'd mistreated him back in school. How else to explain earlier news stories he suggested I might be "interested in" featuring headlines like, "20 Years Later, College Roommate Repays Debt," "Long-time Friend Admits To 'Borrowing,' Totaling Car" and "Using Another's 'Clean' Urine to Pass Drug Test Now Classified as Felony?"


Thankfully, after clicking through I discovered that this time the forwarded article had nothing to do with my alleged past misdeeds that there's no hard evidence to prove I was even involved in. In fact, the story titled "Can a Dead Brand Live Again?" dealt with ways modern marketers are trying to revive discontinued products that, while no longer commercially available, still retain brand awareness among consumers. One example might be the 1980s-era shampoo "Gee Your Hair Smells Terrific." The last bottle of this product left store shelves years ago, but many of us still remember it. Why? Most likely because "Gee, Your Hair Smells Terrific" was by far the best-known consumer product with a name that also doubled as a weirdly inappropriate remark one might make to the product's user. Other, less successful consumer items in this category included the ill-fated "Where Did The Yellow Stains On Your Teeth Go?" toothpaste and "Your House Doesn't Stink Like An Old Lady Anymore, Great-Aunt Agnes" air freshener.


The Times article specifically describes one company's efforts to bring back Brim, a brand of decaffeinated instant coffee pitched with the slogan, "Fill it to the rim - with Brim." For some reason, television during my childhood were populated with countless inane commercials touting the superior taste of instant coffee. Particularly egregious examples include the ads featuring two middle-aged women sharing a cup of General Foods International Coffee and reminiscing about all the men they slept with while backpacking across Europe ("That waiter in Paris, what was his name?" "Jean Luc!"), and the Swedish-accented spokeswoman Mrs. Olson extolling the virtues of "mountain grown" Folgers Coffee, which viewers were no doubt left to assume was cultivated in the legendary coffee-producing regions of the Swedish mountains.


But for sheer coffee commercial dimness, I'd have to give the nod to Brim. Brim's ads typically opened with two rugged-looking people entering a rustic cabin, still riding high from an exhilarating outdoor activity like ice fishing, seaplane flying or calf-birthing. As the celebratory coffees were being poured, some variation of the following dialogue ensued:


Coffee Drinker #1: (raising a hand) "Only half a cup."

Coffee Drinker #2: "What, don't you like my coffee?"

Coffee Drinker #1: "I love the rich taste. It's the caffeine I can do without."

Coffee Drinker #2: "But this is Brim. It's decaffeinated, so you don't have to stop at half a cup."

Coffee Drinker #1: (takes sip) "Mmm, if it tastes this good, I don't want to stop. Fill it to the rim."

Coffee Drinker #2: "With Brim!"

(Both laugh heartily at this clever play on words)


I feel that if the folks mentioned in the Times article are serious about reviving the Brim brand, they should first be required to answer a few questions about this ad campaign:


First, what kind of insecure, paranoid person reacts this defensively and starts demanding answers when a guest requests only half a cup of coffee?


Second, who ever heard of offering someone a cup of coffee and then pouring decaf? Homicide has been committed for less. Are these the same people who used to secretly switch instant coffee for the fine coffee they usually served at elegant restaurants?


Finally, who wants a cup of coffee - or anything else, for that matter - poured to the rim of the cup? Or is that just an instinctively passive aggressive response to being grilled over how much coffee you want to drink? "Sure I like your coffee - I like it spilled all over your white shag rug, jerk!"


Frankly, I would love to see the new owners of the Brim brand remake these ads, but with a different, more realistic take. When the host asks, "Don't you like my coffee?" the guest can respond with, "No, actually, I don't. It tastes like crap. Which is why, after I grudgingly choke down this half-cup of swill you served me, I'm going home to drink some real coffee - Brim. Plus, because Brim is decaffeinated, I won't get all amped up to come back here and explain all the other things I don't like about you, the least of which is your lousy coffee."


And if that doesn't work, they can always try changing the product name to "Gee, Your Coffee Tastes Terrific."

JWR contributor Malcolm Fleschner is a humor columnist for The DC Examiner. Let him know what you think by clicking here.


Previously:

05/29/08: Phrased and confused
05/13/08: Take this job and love it
04/17/08: News you can (re)use
04/02/08: Commercial (over)load
02/20/08: An overdose of reality
02/14/08: A developing situation
01/30/08: I can tech it or leave it
01/02/08: Confessions of a coke addict
01/02/08: Our bills are due
12/13/07: Going (to lunch) once, going twice…
11/28/07: Out with the old
11/06/07: My latest pet project
11/06/07: Can't tune it out
10/23/07: Something special in the hair
09/12/07: Can I have your attention, please?
09/12/07: Houston, we have an image problem
08/21/07: In the heat of fashion
08/09/07: Let's get in the game
06/13/07: You gonna eat that?
05/08/07: That's disinter-tainment
05/02/07:You Are (not) Getting Sleepy...
04/18/07: No time like Father Time
03/15/07: Deface the Nation
03/08/07: More gifts? You shouldn't have
02/22/07: Relationships can be such a chore
12/05/06: Who's calling the shots?
11/09/06: I'm taking selling to a whole new level
10/27/06: Some skills are beyond repair
10/18/06: You can't tech it with you
10/04/06: Award to the wise
08/24/06: Phrased and Confused
08/09/06: We're Gonna Party Like it's $19.99
07/19/06: Just Singing in the Brain
05/24/06: Who says you can't go home again?
05/11/06: When nightly news stories go off script
04/26/06: Cents and sensibility: A thought for your pennies
03/16/06: The day the Muzak died
02/23/06: Checkbook diplomacy begins at home
02/15/06: Today's toys: Where learning means earning



© 2006, Malcolm Fleschner

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