Will "Crest" Change Its Name to "Crust"?

I remember when I was a kid I use to love Mad Magazine. Each issue would take on the cultural, political, and popular icons with its entertaining humor. I remember reading a faux commercial for the popular toothpaste brand, "Crest" and called it, "Crust" in which it celebrated how the brand will lead to your teeth falling out of your head.

That isn't likely to happen using Crest, but there is concern that the brand's new "Pro-Health" mouthwash is making their customers' teeth turn brown! The Today Show showed a lovely teenager with shiny white teeth who was seeing that glow supplanted with the dingy look caused by the Crest mouthwash. Furthermore, they are suffering from bad breath.

It appears to be only a small percentage of the population that is actually having problems with the product and those that do find the discolor problem easily treated, but it doesn't take many to cause a fuss. I don't even use the product, but the "word of mouth" (sorry, I couldn't resist) buzz has me writing about it.

Major brands like Crest -- part of the Proctor and Gamble family -- can't afford such bad press. Expect changes and notifications of such rather quickly.

According to recent surveys on marketing, most advertising attracts sellers (others who want you to buy more ads) and not buyers. Do you want to know why? Email info@HoustonBusinessShow.com and put "marketing audio" in the subject line and we will get it to you.

Kevin Price is Host of the Houston Business Show (M-F at 11 AM on CNN 650) and Publisher of the Houston Business Review. Hear the show live and online at HoustonBusinessShow.com. Visit the archive of past shows here.

In the News: NBC becomes TSN

What if you woke up to the following headline: "NBC Becomes the Today Show Network?" Read more of this intriguing, if not authentic, story:

It's official, the National Broadcasting Network is becoming the Today Show Network. According to a spokesperson, the company's name is reflecting the realities of the network. On every evening after midnight NBC's airwaves are dominated by infomercials. At 7, the Today Show kicks in and continues to around lunch time. It is only a question of when, not if, the Today Show takes over the rest of the network...

It sounds silly now, but until a few years ago the Today Show was only two hours long. Slowly, it played around with a concept called "Later Today," but that was quickly shelved in favor of maintaining the continuity of the popular early program. Earlier this year they decided to extend the show to 11 AM starting in September. September is here and, true to their word, we have four hours of programming.

The Today Show works so well for NBC for several reasons:

* Personalities. Among the friendliest on TV and certainly with the best chemistry.

* Technical quality. NBC treats their morning show like a real program. They recognize that it provides a ratings bonanza and they honor such by making it very attractive, visually.

* Most important, it is a very high end infomercial to support the vast product line of its parent company, GE. Today belongs to NBC, which belongs to GE and its companies include iVillage, appliances, entertainment, financial services, aviation, etc., etc., etc. Virtually every hour has something from the vast GE empire and you will hear their disclaimer. Because of the shear promotion of product, Today can't help but make money.

Fortunately for NBC, the show has high ratings as well and is an excellent example of taking marketing to new and very creative heights.

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The "Today Show" Prepares to Become the "All Day Show"

We were recently informed that NBC's popular Today Show was about to add a fourth hour and, if it keeps it up, make take the rest of the day time programming (that is wild speculation on my part). The show consistently (as in years) remains the most popular each and every quarter, and since its parent company (GE see photo) has interests in virtually every type of business, the show is actually a very elaborate infomercial (an idea I discussed in the past), why wouldn't it move to all day? Millions sitting there being sold the latest product or service from the mind of GE, how can they not love such?

But they are getting prepared for the next hour by doing something I have never noticed as a regular Today watcher -- they are replaying stories later in the program from earlier in the show. They are recycling content. They may have done such before, but it flew past me. I guess they figure that, if we are willing to watch hours of infomercial, we might want to see the same things repeatedly on the same program. Those people are brilliant!

In the 1990s Today tried an idea called "Later Today" and it was a complete wash. In fact, I think it only survived a couple of months. The program was an hour or so after Today ended and had completely different personalities. Obviously, if the extended Today is going to work, it is going to have to be seamless. It is already the longest daily morning show of the networks, the bet is that it can be longer still and successful. This is something we will have to wait until September to see.