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Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.

Marketing Sustainably: A blog posting questions, opportunities, concerns and observations on sustainability in marketing. Chet Dalzell has 25 years of public relations management and expertise in service to leading brands in consumer, donor, patient and business-to-business markets, and in the field of integrated marketing. He serves on the ANA International ECHO Awards Board of Governors, as an adviser to the Direct Marketing Club of New York, and is senior director, communications and industry relations, with the Digital Advertising Alliance. Chet loves UConn Basketball (men's and women's) and Nebraska Football (that's just men, at this point), too! 

When I attended grade school back in the Paleozoic Era, my classmates and I loved our weekly spelling contests where, no matter who our facilitator was, we looked not only to master our assigned words but also to tackle some wild card selections. Millions of years later, I still geek out on these letter placement challenges and am thankful that Google Trends recently released a map of the most misspelled word in each state, with some of the troublemakers striking me as “beautiful” reminders of how even common utterances can catch us by “surprise.”

Disney’s slogan for its parks, “where dreams come true,” became a nightmare on Wednesday with this headline: “Missing 2-year-old Boy Snatched by Alligator in Disney World Found Dead.” What can Disney’s marketers tell scared parents reading headlines like this one in the New York Daily News?

In my life, I've had a lot of mailboxes. My current box (New York, N.Y.) is part of an apartment building cluster box—and one that proudly holds about four to five days' worth of mail, including magazines and catalogs. I can run off for a day or two and the incoming mail safely, securely collects there without my having to fill out a "hold mail" card at the local Murray Hill post office

A pre-Internet marketing rule stated that a happy customer would tell an average of three people while someone who was disgruntled with a product or service would tell 11.

Every time I drive by an Arby's—which have been around since 1964—and see the whimsical sign with the giant cowboy hat, I chuckle. I imagine a hot roast beef sandwich, and it makes me hungry.

Same thing with Wendy's, which opened in 1969. The sign says to me, "Stop here for a great breakfast or juicy, old-fashioned burger!"

Though only a sometimes customer, over the years both of these organizations have created positive brand awareness in my head.

So when I received the e-mail from KCSA Strategic Communications announcing a "new brand identity" for Wendy's/Arby's, I was curious. After all, the old brands were real good.

Here's how the "new brand identity" is described:

"The Wendy's/Arby's Group brand identity is designed not only as an acronym, but as a spiral continuum, maintaining the idea of continuous, flexible movement forward," said Margaret Wiatrowski, creative director, KCSA Strategic Communications. "The overall visual direction remains neutral by introducing entirely new elements to the combined entity, both formalistically and typographically. The two entities are symbolically combined through a mutual sense of innovation, authenticity and tradition."

Huh?

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