"Dad named it before society went to hell"
After I wrote here in 2004 about a New Yorker ad for Mr. Happy Crack, the president of The Crack Team e-mailed me to get my address and then sent me Mr. Happy Crack boxers, a T-shirt and an autographed picture (of Mr. Happy Crack). The gesture, Roommate Mark and I agreed, was awesome.
Recently, the Wall Street Journal talked to that Crack Team president, Bob Kodner, about his company's success in branding.
"Amid the millions of dollars poured into branding each year, comes this story of how of a tiny business with little sex appeal — or even appeal for that matter (who likes to think about cracks in the basement?) — managed to achieve national recognition, half a million dollars in apparel sales, appearances on The Tonight Show, Fox News and ESPN radio, all without hiring a single ad agency, focus group, brand consultant or PR adviser."
The story of Mr. Happy Crack ensues. Thanks to Jess for the link.
