Remembering Yogi: Hall of Fame Marketer
By John Ahlman, Vice President, Xerox Global Experiential Marketing
Isn’t it true, that quite often the simplest things are the most elegant. Think the Barcelona chair designed by Mies van der Rohe, the Nike logo or the user experience on any Apple device. They’re instantly recognizable and memorable.
Yet, it’s really, really very difficult to manufacture products or ideas to be popular. Ever try to “make” something go viral? Good luck. It’s virtually impossible to predict what will actually catch fire with consumers.
Yesterday, we woke up to the sad news that Yankee great Yogi Berra passed away at the age of 90. Yogi was a beloved figure. He won 10 World Series for the NY Yankees and a Hall of Famer. He was a baseball legend, yet he’ll probably be remembered more for his folksy sayings including: “It ain’t over ‘til it’s over.” “You can observe a lot just by watching.” And “If you come to a fork in the road, take it.”
Yogi-isms found their way into American culture and the media. He was exploited in advertisements from everything from Puss ’n Boots cat food, Miller Lite beer, but perhaps most famously, Yoo-Hoo chocolate drink. Asked if Yoo-Hoo was hyphenated, he is said to have replied, “No, ma’am, it isn’t even carbonated.” His quotes were all accidental—they were never meant to exist beyond the next day’s sports page. Yet they were genius, sticky and elegant.
Like Yogi, Xerox likes to help keep things simple for companies. Recently, Xerox launched a major marketing campaign to help communicate “Work Can Work Better.” It’s all about that notion that keeping it simple is good for business, that using the right technology can make work (and our lives) easier.
