the frequency a kenny chung blog

July 5th, 2009
according to

Link: 5 Corporate Promotions That Ended in (Predictable) Disaster

Proof that hindsight really is 20/20.

Source: M.T.A. Sells Naming Rights to Subway Station

The MTA has finally been able to sell the naming rights to one of their subway stations. Atlantic Ave/Pacific Street (which is the connecting station for various trains and the LIRR) will be named after Barclays bank. The logic behind this change is that the new Brooklyn Nets stadium (set to open in 2012) will be called Barclays Center.

So is this a good thing or a bad thing?

Well, let’s look at the facts.

The MTA has been in severe debt for many years now, and stories about budget deficits and cut service have been much too commonplace. If this $4 million deal will keep Metrocard prices steady (at least for another year or two), then there’s really no reason not to do it.

People may complain that the rebranding process dishonors pieces of Brooklyn history, but it’s just the subway station. Atlantic Ave/Pacific St is sure to become a historic landmark… when hovercars and public transit powered by positive thoughts become the norm. But for now, the subway system is going to remain as busy as ever. It’s not like they’re auctioning off the naming rights to historic streets.

And consider this. The area in question on Flatbush Ave is being completely restructured to become a downtown metropolis. They’ve already torn down old houses so that high-rise condos can be built. They’re going to be building a basketball stadium! Besides the obvious issues surrounding the gentrification of the area, how is any of that any less disrespectful to history? The bottom line is money. Why else would New York even bring the Nets over from New Jersey? Maybe they couldn’t find any companies who wanted to buy the branding rights of the New York Knicks.

Speaking as both a native of Brooklyn and an Advertising scholar, I say you gotta roll with the times.

May 11th, 2009
according to

As soon as I heard about Puma City coming to Boston’s Fan Pier, I knew I had to go. More than a standard pop-up store, it’s an experience. Live DJs on selected nights, dedicated Puma stores, bars, rooftop views- this place has it all.

Why I think it’s awesome: Brand awareness. Puma sure isn’t the biggest dog in the fight, but hell if this doesn’t bring them closer to the forefront. How many times does a person get to see something like this in person? People will have an amazing experience there and associate those good feelings with the Puma brand. And a few sales here and there sure don’t hurt! A wise investment by Puma.

They take it down and bring it all over the world. Be sure to catch it before it leaves Boston on May 16th.

Here are my (less-than-stellar) pics:
Puma City in Boston

Puma City in Boston

May 6th, 2009
according to

Link: A Tech Company’s Campaign to Burnish Its Brand

The NYT article above is about the new ad campaign for Intel created by Venables Bell. It’s only a rebranding campaign in the loosest sense. Intel hasn’t changed their target demographic or what they do. In fact, they probably will never have to (barring some huge unforeseen event). Instead, under the advisement of Venables Bell, Intel is changing the “how” instead of the “what” of their message.

We’ve all seen Intel Inside for many, many years now. People know of Intel, even if they’re not quite sure what the company produces or why they’re important. But the problem is that in modern times, it doesn’t really matter if a computer is equipped with an Intel chip or not. In fact, the only ripple in recent memory in the everlong battle for processor market share was when Apple began offering Intel processors. Let’s face it, nobody will win this war unless one party goes bankrupt. Some people will always buy AMD. Some will always stay loyal to Intel. And others will find the third way.

The point is that when you can’t advertise your product, per sé, you have to appeal to consumer feelings. When that intermediate computer buyer walks into BestBuy and is looking at the specs of all available computers, that Intel Inside sticker has got to incite feelings of warmth and goodness inside that potential customer. It’s simple as that. And the easiest vehicle to achieve that? Humor.

So will this ad campaign be successful? Depends on Intel’s goals. I personally don’t think there will be much change in Intel’s market share (but I also think that a big name like Intel needs to rebrand itself too vehemently), and I highly doubt the minds over at Venables Bell don’t know this. So if their collective goal is to foster good feelings about the brand (as it should be), then how funny and memorable the commercials are will be the sign of success.

February 24th, 2009
according to

Rejoice, my fellow Graphic Designers!

Ever since Tropicana rebranded their packaging, there’s been almost nothing but negativity towards the decision.

I remember the first time I saw it at the local Shaw’s (which I can’t bring myself to call Star Market), I thought it was horrendous. It reminded me of those 3-dimensional models of the planet where there was a quadrant cut out and you could see all the layers beneath the crust. I don’t need my orange juice to remind me of lava, it’s acidic enough as is.

Anyway, here’s a link to the article that made my day.

And here’s a picture of an ad we have on BU campus, that hopefully will be gone soon!

Tropicana Ad at Boston University

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