Cercone Brown Blog

Looking around these days, and you can’t help think that the deepening recession is in part due to fear. People are cutting back, as are companies, because they fear the worst.  In some respects, it’s a self-fulfilling cycle.

But as I pointed out in the fall in my eBook Simplinomics, the forces at play here will reckon permanent behavioral changes in the American consumer. One is thrift, and its main byproduct, savings.

Last year, the national savings rate hit 1.7%; historically low, but much higher than recent years where collectively we lived well beyond our means. Increased savings is good for the long-term, but exacerbates economic hardships in the short term.  It’s what “the experts” are calling the Paradox of Thrift.

Some say that the savings rate may peak at 6% next year. And I’m here to say, this change will be permanent.  American’s will be a tougher sell moving forward.

So what’s the answer? Innovate products and features that drive against real problems.

(more…)

This week, we arranged for our client Sabertec, developers of a tailpipe emissions reduction device called “Blade,” to Speak at National Press Club’s prestigious ‘Newsmaker’ Series in Washington, DC. Called ”Addressing America’s Air Quality Crisis,” we surrounded Sabertec CEO Bill O’Brien with other experts that complemented his message, including President of Clean Air Watch, Frank O’Donnell; and “A Civil Action” plaintiff attorney, Jan R. Schlichtmann.

Bill did a great job taking the press through an in-depth look at personal vehicle reduction technologies, including proven benefits shown in rigorous laboratory testing. He also provided specific insight on the potential environmental impact of widespread adoption of these technologies. 

CBC has used the influence of the forum on several occasions.  It’s a powerful way to position people and organizations squarely into the national spotlight as credible voices on the issues covered daily in the press.  Of course, it’s not easy to get into the series, and certainly not every business makes sense for it. But when you do get in, it’s worth it.

CBC client Bill O'Brien, CEO of Sabertec, at the National Press Club "Newsmakers" Conference. He's flanked by Frank O'Donnell, president, Clean Air Watch; and plaintiff attorney Jan Schlichtmann, made famous by the book and movie “A Civil Action.”

Boston PR firm becomes agency of record for organic produce company, Olivia’s Organics

BOSTON, MA. (Sept. 17, 2008)- After several successful collaborations, the dynamic duo of Olivia’s Organics and Cercone Brown & Co. is making their partnership official. The Boston-based public relations and advertising firm will become Olivia’s Organics’ agency of record, handling the company’s charitable outreach promotions and brand development.

“We have had great success with Cercone Brown & Co. over the years, from their promotional work on numerous Olivia’s Organics charity events to the introduction of our new Crunch Bunch line,” said Mark DeMichaelis, president, Olivia’s Organics. “We’re confident that our new partnership will only translate into more future successes.”

And Cercone Brown & Co. is not about to waste any time. This year, they will help Olivia’s Organics implement an ongoing charitable outreach project called Gardens of Goodness. The program will be launched in Roxbury, Massachusetts, where Olivia’s will work with local children to turn vacant inner-city greenhouses into flourishing, edible gardens.

About Cercone Brown & Co.
Located in Boston, Massachusetts, Cercone Brown & Co. (CBC) provides branding, advertising, public relations and promotions services to companies in a range of industries. Founded in 2001, the company has worked with leading brands that include adidas, GMAC Insurance, Hasbro, Nantucket Nectars, Orvis, Cognos, Sperry Top-Sider, K2, The Timberland Company, Vibram and ZOOTS. For more information, visit www.cerconebrown.com.

About State Garden, Inc. & Olivia’s Organicstm
Founded in 1938, State Garden is a vested member of the New England Produce Industry. Family owned and operated since its inception, State Garden has become one of the leading independent regional processors of celery hearts and tender leaf items. In 2006, the company enhanced its service offerings by expanding into the organic market with a new salad line known as OLIVIA’S ORGANICSTM. The mission of OLIVIA’S ORGANICSTM is three-fold: to encourage healthy eating by offering all-natural, organic salads; to aide the local community through the work of the OLIVIA’S ORGANICSTM CHARITABLE FOUNDATION; and to protect the environment by endorsing earth-friendly farming techniques. For more information, please visit http://www.oliviasorganics.org.

###

Boston PR agency helps Hasbro Inc. roll out its newest brand, NITRO XRCTM

BOSTON, MA. (Sept. 17, 2008)- Hasbro Inc., (NYSE: HAS) the world’s second largest toy-maker, has hired Cercone Brown & Co. to launch its exciting and innovative new brand. The PR agency will provide non-traditional brand development and promotional outreach as Hasbro introduces NITRO XRCTM, its new line of nitro fueled extreme radio-controlled cars.

Starting in November, the first NITRO XRCTM(Extreme Radio Control) vehicles, the NITRO XRC RICOCHET and NITRO XRC REVOLUTION MT, will be sold exclusively in Phoenix-area WalmartTM stores and nationwide HobbyTown USATM locations.

Capable of achieving speeds up to three times faster than traditional battery-operated RC vehicles and equipped with nitro fuel-powered, internal combustion engines, NITRO XRCTM vehicles are expected to attract RC enthusiasts between ages 16 and 25, a demographic that represents a new opportunity for the company.

“Cercone Brown & Co. recognizes that when it comes to capturing the attention of the Gen Y demographic, the standard marketing techniques usually won’t fit the bill,” said Brian Goldner, COO of Hasbro.  “As a PR agency who has put a lot of time into understanding and implementing non-traditional media campaigns, Cercone Brown & Co. is excited to help Hasbro construct a promotional campaign that is as exciting and innovative as the product we’re launching.”

Currently underway is the NITRO XRCTM X Demon Tour, which will help Cercone Brown & Co. and Hasbro introduce the new line. Kicked off at this summer’s Warped Tour, this multi-level mobile campaign will help Hasbro establish the NITRO XRC as an exciting new part of the Phoenix action sports culture through interactive promotional events and social media outreach.

“With the launch of this product, we’re aiming to connect with Millenials-a demographic for whom trendiness holds more importance than any other age group,” said Goldner.
“Studies show, however, that this generation is more interested in what their friends find cool than what a traditional ad might tell them is. Thus, as a brand who is still new to the scene, NITRO XRC is leveraging already-established connections to the Gen-Y demographic by packaging our product in their unique culture trappings: action sports brands, alternative music, cool locations and identifiable figures.”

The X Demon Tour will feature interactive demos at more than 70 major events and locations throughout Phoenix. RC buffs can get a taste of the action at Arizona State University football games, the Arizona State Fair, and the ASA Action Sports Tour among other events, where Gen-Y run street teams will demonstrate the vehicles’ speed and stunt capabilities and allow spectators to try their hand.

NITRO XRC will also be partnering with Walmart to conduct storefront demos at Phoenix-area stores.

Additionally, Cercone Brown & Co. will help Hasbro reach Gen-Y’ers in the place that they are most likely to be found: social media sites.  Utilizing high-traffic sites like You Tube, Facebook, Digg.com and Flickr, the NITRO XRC website features shareable X Demon Tour dates and videos, as well as a blog lorded over by two on-the-scene street teamers.

“By raising awareness of NITRO XRC through the avenues that are most unique to this demographic-popular music, brands, social media sites, major local events-we are hoping to position our brand as a truly “can’t miss” visceral experience that leads from consumer trials to word-of-mouth brand infusion and, eventually, to sales,” said Leonard Cercone, partner, Cercone Brown & Co.

The X Demon Tour will run through the end of December.

About Cercone Brown & Co.

Located in Boston, Massachusetts, Cercone Brown & Co. (CBC) provides branding, public relations and promotions services to companies in a range of industries. Founded in 2001, the company has worked with leading brands that include adidas, GMAC Insurance, Hasbro, Nantucket Nectars, Orvis, Cognos, Sperry Top-Sider, K2, The Timberland Company, Vibram and ZOOTS. For more information, visit www.cerconebrown.com.

About Hasbro
Hasbro (NYSE: HAS) is a worldwide leader in children’s and family leisure time entertainment products and services, including the design, manufacture and marketing of games and toys ranging from traditional to high-tech.  Both internationally and in the U.S., its PLAYSKOOL, TONKA, MILTON BRADLEY, PARKER BROTHERS, TIGER and WIZARDS OF THE COAST brands and products provide the highest quality and most recognizable play experiences in the world.

Cercone Brown and Co. named agency of record for Austin, Texas’s Sabertec, an environmental technology company specializing in improving air quality and reducing greenhouse gases

BOSTON, MA. (Aug. 4, 2008)- Sabertec, an environmental technology company based in Austin, Texas, today names Cercone Brown & Co. as PR agency of record. The Boston-based PR firm will handle all media relations, digital communications, social media and event execution.

“Our companies are extremely likeminded In our belief that innovation will drive the environmental and economic change that will transform the United States and the world,,” said Bill O’Brien, CEO, Sabertec. “Their work on behalf of eco-driven-conscious brands like Nalgene and Olivia’s Organics gives us the confidence that this is a great fit for us.”

Sabertec is the maker of the Blade, a new technology that easily attaches to the tailpipe of a car, SUV, truck or hybrid to reduce vehicle air pollution and greenhouse gas emissions while increasing fuel economy.

Cercone Brown & Co. recently helped Sabertec launch a promotional event for the Blade called “Drive the Change,” in which celebrities, musicians and environmental activists spoke out about air pollution in Los Angeles and their choice to use the Blade.

“For us, choosing a PR agency was more than hiring someone to increase awareness about our company, it’s finding a partner to evangelize the important change we represent,” said O’Brien.

The company’s co-founder echoed O’Brien’s words of the synergies between the organizations.  “We share a strong eco-optimism, despite the seismic changes rocking the USA and the world,” said Cercone Brown & Co. Partner Len Cercone.  “The vision and hard work of innovators entrepreneurial companies like Sabertec will be the fuel that ushers in a new era of vast, lasting economic, environmental and social reform.”

About Cercone Brown & Co.
Located in Boston, Massachusetts, Cercone Brown & Co. (CBC) provides branding, advertising, public relations and promotions services to companies in a range of industries. Founded in 2001, the company has worked with leading brands that include adidas, GMAC Insurance, Hasbro, Nantucket Nectars, Orvis, Cognos, Sperry Top-Sider, K2, The Timberland Company, Vibram and ZOOTS. For more information, visit www.cerconebrown.com.

About Sabertec
Sabertec is an environmental technology company based in Austin, TX, specializing in the development of affordable air pollution and global warming solutions for diesel and gasoline applications.  www.sabertec.org.

###