Concrete inFocus - Fall 2017 - 11

corporate suite

Slogans - A Good One
Burns a Brand in Your Mind
I
Jon Hansen, NRMCA Senior
Vice President, Local Paving

n the formative years of building strong
bodies and minds, the five kids in my
family consumed a constant supply of
Campbell's soup, whether it was tomato
with a grilled-cheese sandwich, browned pork
chops swimming in cream of mushroom,
or a "loose meat sandwich" - "taverns," my
mother called them, much to the shock of
a visiting pastor as she offered him another
during a church potluck - made with chicken
gumbo. My favorite was chicken noodle, even
though there was little proof of a chicken ever
being close to those tasty noodles bathed in
chicken-tasting broth.
We were a generation of Campbell's soup
consumers convinced that these soups were
not only good for us, but good tasting via a
simple advertising message made of a few
choice words..."Mmm, Mmm Good!" The

entire ad campaign only added five additional
words, "That's what Campbell's soups are,
Mmm Mmm Good." But what you might not
know is that from 1935, when "Mmm Mmm
Good" was first penned, to today, Campbell's
has had seven other advertising slogans. My
bet is that without a Google search, you can't
name even one of those other seven. But for
a clue, read on.
Simple slogans depicting action motivate
people to make decisions - slogans that speak
to the needs and wants of the consumer. At
the front center of the Campbell's soup can
is the buying confidence, decision-making
recognition of the Campbell's label. On the
back of the can are the ingredients. Our
approach to promoting and selling concrete
shouldn't be much different. The front of
our can should read: Concrete is good. The
back of the can should list all the "stuff "
we like to think is important to decision
making. If Campbell's soup wasn't actually
"Mmm Mmm Good" tasting, would the
language on the back of the can be important? Not at all. If concrete wasn't a good
building product, would it be important
that it is sustainable, recyclable, affordable,
etc.? Again, not at all.
The simplicity of marketing and catchy
slogans rang true again earlier this year as
we exhibited at the International Conference
of Shopping Centers (ICSC). With a small,
simple display and booth tag line of "Concrete
Overlays of Asphalt Parking Lots" and a

concrete INFOCUS

ı

11



Table of Contents for the Digital Edition of Concrete inFocus - Fall 2017

From the President’s Desk
Corporate Suite
Enviroscene
2017 National Ready Mixed Concrete Association Fleet Benchmarking and Costs Survey
The Root Causes of Poor Communication
Insulating Concrete Forms for Commercial Construction
Engineering: Specifying for Performance
View from Capitol Hill: State of Play of U.S. Infrastructure
2017 Service & Supply Buyers’ Guide
2017 Products & Services Suppliers Guide
Index of Advertisers
Concrete inFocus - Fall 2017 - Intro
Concrete inFocus - Fall 2017 - bellyband1
Concrete inFocus - Fall 2017 - bellyband2
Concrete inFocus - Fall 2017 - cover1
Concrete inFocus - Fall 2017 - cover2
Concrete inFocus - Fall 2017 - 3
Concrete inFocus - Fall 2017 - 4
Concrete inFocus - Fall 2017 - 5
Concrete inFocus - Fall 2017 - 6
Concrete inFocus - Fall 2017 - 7
Concrete inFocus - Fall 2017 - 8
Concrete inFocus - Fall 2017 - From the President’s Desk
Concrete inFocus - Fall 2017 - 10
Concrete inFocus - Fall 2017 - Corporate Suite
Concrete inFocus - Fall 2017 - 12
Concrete inFocus - Fall 2017 - 13
Concrete inFocus - Fall 2017 - Enviroscene
Concrete inFocus - Fall 2017 - 15
Concrete inFocus - Fall 2017 - 16
Concrete inFocus - Fall 2017 - 17
Concrete inFocus - Fall 2017 - 2017 National Ready Mixed Concrete Association Fleet Benchmarking and Costs Survey
Concrete inFocus - Fall 2017 - 19
Concrete inFocus - Fall 2017 - 20
Concrete inFocus - Fall 2017 - 21
Concrete inFocus - Fall 2017 - 22
Concrete inFocus - Fall 2017 - 23
Concrete inFocus - Fall 2017 - 24
Concrete inFocus - Fall 2017 - 25
Concrete inFocus - Fall 2017 - The Root Causes of Poor Communication
Concrete inFocus - Fall 2017 - 27
Concrete inFocus - Fall 2017 - 28
Concrete inFocus - Fall 2017 - 29
Concrete inFocus - Fall 2017 - Insulating Concrete Forms for Commercial Construction
Concrete inFocus - Fall 2017 - 31
Concrete inFocus - Fall 2017 - 32
Concrete inFocus - Fall 2017 - 33
Concrete inFocus - Fall 2017 - 34
Concrete inFocus - Fall 2017 - 35
Concrete inFocus - Fall 2017 - 36
Concrete inFocus - Fall 2017 - 37
Concrete inFocus - Fall 2017 - 38
Concrete inFocus - Fall 2017 - 39
Concrete inFocus - Fall 2017 - Engineering: Specifying for Performance
Concrete inFocus - Fall 2017 - 41
Concrete inFocus - Fall 2017 - 42
Concrete inFocus - Fall 2017 - 43
Concrete inFocus - Fall 2017 - View from Capitol Hill: State of Play of U.S. Infrastructure
Concrete inFocus - Fall 2017 - 45
Concrete inFocus - Fall 2017 - 46
Concrete inFocus - Fall 2017 - 2017 Service & Supply Buyers’ Guide
Concrete inFocus - Fall 2017 - 48
Concrete inFocus - Fall 2017 - 49
Concrete inFocus - Fall 2017 - 50
Concrete inFocus - Fall 2017 - 2017 Products & Services Suppliers Guide
Concrete inFocus - Fall 2017 - 52
Concrete inFocus - Fall 2017 - Index of Advertisers
Concrete inFocus - Fall 2017 - 54
Concrete inFocus - Fall 2017 - cover3
Concrete inFocus - Fall 2017 - cover4
Concrete inFocus - Fall 2017 - OC1
Concrete inFocus - Fall 2017 - OC2
Concrete inFocus - Fall 2017 - OC3
Concrete inFocus - Fall 2017 - OC4
Concrete inFocus - Fall 2017 - OC5
Concrete inFocus - Fall 2017 - OC6
Concrete inFocus - Fall 2017 - OC7
Concrete inFocus - Fall 2017 - OC8
Concrete inFocus - Fall 2017 - OC9
Concrete inFocus - Fall 2017 - OC10
Concrete inFocus - Fall 2017 - OC11
Concrete inFocus - Fall 2017 - OC12
Concrete inFocus - Fall 2017 - OC13
Concrete inFocus - Fall 2017 - OC14
Concrete inFocus - Fall 2017 - OC15
Concrete inFocus - Fall 2017 - OC16
Concrete inFocus - Fall 2017 - OC17
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