Fish “Exits”

The intersection of branding and the ease of taking offense happens a lot more often than you think. So I simply laughed out loud when I read a quote attributed to New Jersey Turnpike Authority spokesman Joe Orlando: “…it’s a bad idea to associate a highway with alcohol. Flying Fish has answered the authority’s concerns with disclaimers that the beer isn't endorsed by the authority.”

See, Flying Fish is naming a limited series of new beers after infamous New Jersey turnpike exits. In fact, the brewery (which was named 2009’s Top Beverage Artisan in the state) has gone so far as to [a] trademark the “Exit Series of beers” and [b] establish a nifty sub-site with an interactive map of the exits themselves. Take a look at this in case you are driving through the Liberty-and-Prosperity State.

The NJ Turnpike people are upset. So are the Mothers Against Drunk Drivers – normally a worthy organization but now a little too strident for its own good. This geographically isolated uproar reminds me of a verse I read years ago:

Hide, hide, Witch,
The good folk come to burn thee.
Their keen enjoyment hid beneath
The gothic mask of duty.

These days, brewers and vintners have more opportunities for “branding fun,” and Flying Fish has managed to stir up a lot of press for a little beer brand. I say, more power to brewery president Gene Muller and his gang – and will some kind Jersey Devil please pick up a few bottles for me before the next Exit SeriesTM beer is sold out?

The Ike

“I survived the Ike!” That's what I'd put on the t-shirt if I really got into the t-shirt thing. Which I don't – but if I did I'd sign on to CafePress to create what's on my mind – then sell it. Or perhaps not: Coming soon is a post about someone who's marketing via CafePress. This past week, my own marketing and advertising work has come to a standstill due to disconnectivity issues.

Meantime, perhaps you noticed the article? Not just plain Ike but “the Ike.” The article elevates the tone of the whole thing, don't you think? We have a dry roof and good health, even if we're headed into our second week without electric power. Electricity outages also make me forget what a calendar is for; and who's running for (what is it?)...President. I hope to be restored to power soon – my followers are getting restless.

To press on, I'm not going to duplicate the thousands and thousands of words that have been written about the recent hurricane's impact on Houston and Southeast Texas. You've seen the photos and the videos, listened to the commentators and the storm victims – so much, so much.

Instead, here's a public appreciation after “the” Ike. Mostly too many to name individually, but you've supported us in so many ways: Gasoline, foodstuffs, connectivity (well, Panera Bread's free WiFi and fresh coffee deserves a spotlight). A generator, courtesy of Doug, Donna and Maddy Nytes in Sugar Land – quite a gas-powered hoot after posting about the same subject before Hurricane Ike arrived in town; see below. The many, many smiles and – above all – patience!

Many thanks to everyone who helped us “survive the Ike.”