In one of my more recent blogs, I wanted the readers to vote on the ‘Ugliest Cards From the 80’s’. You can read that blog here. The 1983 Fleer card was the biggest loser, and it was for good reason.
But the more I began to think about this, one of my readers(Gerad) mentioned the 1982 Fleer set because it lacked the Fleer logo. Initially it didn’t effect me, but his comment makes complete sense to me now.
Check out a sample:
OK. I work for a direct-to-consumer company. I have worked there for 8 years and prior to that I was in retail management for another 7 years. I think I have a pretty good understanding of customer expectations due to my personal experience.
Branding is everything!!! It really is just that simple. This card illustrates the exact opposite. Nowhere on the front of the card do you see the Fleer logo. Nowhere on the front of the card do you see the team’s logo. The front of the card is as important as the window of a department store. It’s a tool that should be used to draw in the customer and Fleer did not do this. Signs, banners, logos, and color all get attention. It’s clear that Fleer(wow that rhymes) had a license to produce items with MLB logos otherwise Ripken’s logo on his jersey and hat would have been removed. But to not include them in the design of the card is just plain dumb.
The logo means everything. Picture Nike without the Swoosh. Picture Coca-Cola cans without their famous script signature. Hell, picture Coors beer without the Rocky Mountains in the background. All of these companies use specific logos and placement with their products. Even if it is not the thing that draws you in, you subconsciously see the logo and are comforted that you are dealing with a quality product.
The problem is that these companies are and have been well established. Fleer on the other hand was in it’s infancy stage in the early 80’s and should not have abandoned the logo they used in 1981, or at least used a new one with the 1982 issue. This card reminds me of a plain business card with black type. No frills, nothing fancy… There is nothing to draw you in. There is no connection to a team. How did they expect to captivate an audience and pull people towards their product and away from the competition?
What I am saying here is not news. This is common practice in the Advertising and Marketing world. Brand recognition is the most important thing to offer any consumer and Fleer failed miserably…
Thanks again Gerad for shining a light on the ‘Ultimate Dud’, 1982 Fleer.
30-Year Old Cardboard 