There comes a time every once in awhile when there is such a horrific marketing disaster where you not only scratch your head and wonder why, but it also it is really important to point out this is why you hire a marketing company. The best example that comes to mind is the ROOFFEE coffee. I am not sure what is more disturbing here … the fact that the coffee is named after a date rape drug or the fact that it is coffee for dogs! Even worse, the creator actually spent close to 20K on radio advertising in our local market for a Kickstarter campaign that apparently received nothing. This is not a shocking result given the product name. What is more sad, is that the model actually combined ROOTS + COFFEE to come up with the name and was completely unaware of the ramifications of naming a coffee product in this matter. My point? This is when you hire someone to do your branding for you. We firmly believe in the concept of hiring someone else to utilize their strengths.
