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The Best French Onion Soup Ever

September 2nd, 2010

Why am I writing about food? For one I love food! Before I became a designer and marketer I was an Executive Chef for 10 years. Gastronomy is one of my passions and I have been wanting to write about food for a long time. Being a food service marketer, I often times use my culinary background to help clients achieve their goals.

I would first state that I love soup. Period, hands down, the best course of a meal. There is something comforting about soup. for me it is a comfort food, one that evokes memories of my childhood, whether it is was coming in from a hot day to a chilled soup or having a hearty chowder after a day of sledding in the winter. Another reason I love soup is that there is definitely a craft or art to it. When I worked with Randy Stahl at the Brass Elephant in Baltimore years ago, that was really my first lesson of the importance of a good stock and well made sauce. everything is built on a good stock. So it stands to reason that in order to make a quality soup, you have to know how to make a stock, if the recipe calls for it. There is definitely a discipline to making stocks and soups. French Onion is probably my favorite soup. If I had to list my favorites, it would be something like, French Onion, Maryland Crab , Lobster Bisque, Bean Soup (any bean), any chilled fruit soup, and any variation on Cream of Mushroom. What I love about French Onion is it is a year-round soup. Many people might think of it as a cool weather soup, but it is usually a year-round staple on most restaurant menus.

So what is French Onion soup exactly? French onion soup is an onion and beef broth or beef stock based soup traditionally served with croutons and cheese, usually Swiss or gruyère as toppings. Although ancient in origin, this dish underwent a resurgence of popularity in the 1960s due to the growth of French cooking in the United States. The modern version of this soup originates in France in the 18th century, made from beef broth, and caramelized onions. It is often finished by being placed under a broiler in a ramekin traditionally with croutons and gruyère melted on top. The trick to a good French Onion soups is the carmelization of the onions. This is CRITICAL. Caramelization is the oxidation of sugars. the process of cooking releases volatile chemicals producing the characteristic caramel flavor or sweetness. Another component of my soup is the addition of alcohol. I like Madera or Marsala wine added to the soup. Both of these fortified wines add complexity and another level of sweetness. Third, is to make sure the garlic is caramelized but not burnt. Last thing you want in a subtly sweet soup is the bitter raw taste of garlic. So here is my French onion Soup Recipe, Bon appetite!

French Onion Soup
8 onions, sliced
2 cloves garlic, minced
1/3 cup whole sweetened butter
8 cups beef stock
½ bottle Marsala Wine
1/2 teaspoon fresh chopped thyme
1 bay leaf
Salt and pepper
1 loaf French bread
2 cups grated Gruyere
Sauté onions and garlic in butter over high heat until tender and golden yellow. Add stock and wine and bring to a boil, add thyme and bay leaf. Reduce heat, and simmer gently for 20 minutes or so. Add salt and pepper, to taste.
Meanwhile, slice French bread into 3/4-inch slices and butter both sides. Toast slices on griddle until golden brown. Ladle soup into an ovenproof bowl, add toasted bread and cover with cheese. Place ovenproof bowl on a baking sheet lined with tin foil. Bake at 350 degrees F or 5 minutes under a hot broiler.

French Onion Soup

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How to Approach a Re-Branding Effort

September 1st, 2010

I read an article recently on some success re-brands. http://tinyurl.com/2ar3426 This got me to thinking of some other successful re-brand efforts. Wal-Mart is one that stands out. Giant (a grocery store chain owned by Ahold). I am not sure if they are in all states so some of you might not know them. Best Buy, Pepsi, Kodak, Burger King, Verizon, and up until 3 months ago, and probably the biggest omission from the list is BP.
This led me to my next question. Why were they successful. What did they do right/wrong? I has talking to a colleague about this and he had said he was rushed to do a re-brand when a new CEO took over. He said it was a mistake and tried to talk him out of it. I asked how he came to his conclusion. He said he felt it was wrong to re-brand. Of course the ‘felt’ thing really got to me, and hence the problem with some re-branding efforts. They are either knee-jerk reactions to economic climate, or are rushed through.

So how do you go about seeing the validity if a re-brand is necessary? I think the question one asks is why did they do a redesign/evolution? When a company re-brands, and maybe that’s a better term, re-brand, Wiki definition of a re-brand is:

“Re-branding is the creation of a new name, term, symbol, design or a combination of them for an established brand with the intention of developing a differentiated (new) position in the mind of stakeholders and competitor.”

So what is this evolution term as I have seen some people call it. I am not sure evolution fits here in total. Is it really evolving in the term of brand development or is there an admittance that something is wrong. Yes a brand can evolve and needs new way to communicate that, but how many of those brands mentioned evolved? I would dare say that is the exception, not the norm. Usually companies re-brand because of a negative connotation associated with it, or communicate a new message.

It’s a shame that someone has a knee-jerk reaction and thinks that the re-brand is the answer. Here is what designers/marketers should do in these cases. first you saying you should keep the brand and not do a makeover is just an opinion. Just as the new CEO wanting a re-brand is an opinion. Unfortunately his opinion will win out 100% of the time. What should be done is some careful market research with consumer focus groups, surveys, questionnaires, etc on how the current brand is perceived. then do the same thing with a new brand, how do they react to the color schemes, do they like red & black, does another color scheme fair better? If your data affirms your opinion, you now have something to bring to the table. this way if the new logo flops, you kind of have a ‘I told you so’ in your back pocket. I have NEVER EVER once won out with a business owner on this stuff when it’s just my humble opinion against theirs.

What to do first. The first thing to do is talk to the ownership and key executives. Ask them how they perceive the company. Do you think old fashioned, high tech, family oriented, industry leader, etc… then make sure the branding is in line with what they perceive. The second thing is to then get permission to talk to some key accounts. Usually the sales dept. will tell you who is approachable. Ask these customers the same question. I guarantee what ownership and customers perceive are two different things. this is really helpful to align correctly any branding efforts. Asking customers can come in several forms. questionnaires, or a focus group discussion. Usually you have to hang a carrot to get people to talk in this format.

Next, do the primary and secondary research, well actually above is primary research. The secondary research is the obvious stuff. research on competitors etc. I sometimes pose as a potential client so I can get all of their sales and marketing materials, which is extremely helpful. Look at their website, other public data.

Once you have this, you can, and only now start to figure out what direction you need to go for the re-brand. Now granted, there are a lot of companies who blow by this stuff, and unfortunately that is a mistake. I can’t emphasis enough how important it is to do the questionnaires with ownership and key clients. the results almost always shock ownership. Having this research will be extremely helpful in determining the direction to take the project.

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