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Articles tagged with: Branding

Technology/Digital/Web »

[20 Jul 2011 | No Comment | ]
Marcello and Me

Digital marketing allows us to tell the brand’s story in greater depth. Broadcast and print media are more than just vehicles to drive consumers to a website. And websites are more than just places for orders to be accrued. These are places where consumers can forget that the product is a cog in a conglomerate’s financial agenda, and get lost in humor, beauty, silliness, or truth. And maybe even fall in love with the brand.

Sounds nuts? It isn’t. I love the new Fiat 500. I love everything about it. For …

Industry »

[6 Oct 2010 | No Comment | ]
Lost in translation

Client:              Achieving maximum ROI requires our organization to periodically seek input from non-standard suppliers. We need to benchmark all aspects of business to ensure we regain momentum and evolve the brand so we’re well positioned to meet consumers’ needs. As we proceed towards critical measurement periods we must determine which vendor relationships represent net positive impact on market-critical targets. To date, despite significant progress towards EOY expectations, we have determined the relationship with ABC Agency to be suboptimal.
Agency:           Our long-term relationship with XYZ Corporation has proven the superiority of …

Charities/Philanthropies, Work »

[8 Dec 2009 | One Comment | ]
Naked Girls Here

I envy the guys who create the Peta campaigns.
Can you imagine a briefing that has just this mandatory?
“Attention, creatives: we really need to use a hot chick naked in the ad! It’s a policy, so please do not complain.”
Other brands worked for decades to create famous and charismatic characters as the Kool-Aid jar, the Green Giant, Tony the tiger, the Bud’s Clydesdales, the Energizer bunny.
But not Peta. There, some guy just saw the light in the middle of a brainstorming.
-          I had an idea! Naked girls!
-          Tonight? Again? But my …

Work »

[8 Dec 2009 | No Comment | ]
IKEA + Facebook

Simple, effective use of Facebook for Ikea, done by agency Forsman+Bodenfors.
But we wont be seeing imitators because Facebook now requires anything like a “competition” to happen within an application, so the low-tech simplicity of this idea was a one time deal.
Pretty smart.
-Shannon McGlothin
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Work »

[4 Dec 2009 | 2 Comments | ]
What is an ad?

What is an ad, exactly?
All those logos on the boards in hockey rinks,  are those ads?
Most people, if asked, would probably say yes.
But I’ll bet they never jumped up in the middle of a hockey game to make a phone call just because they saw a Verizon logo on the boards.
My vote is a big, fat no – that random collection of logos are most definitely not ads.
Indeed, they are naught but a complete waste of money that could well be spent on real ads.
Like the Home Depot logo in …

Work »

[2 Dec 2009 | No Comment | ]
Mind the GAP? Yes.

So I was watching a little TV the other day, as I’m prone to do, when I was assaulted by a commercial for GAP Kids. I’m still not sure I’ve recovered fully.
In this spot, a group of overly precious, overly accessorized and overly choreographed kids shriek unintelligibly, in unison (like cheerleaders, so cute!). I presume they are saying something along the lines of “The decline of civilization is accelerating rapidly, buy us little pants!”
Must we turn our children into little mini-fashionista versions of ourselves? What happened to kids looking like …

Work »

[11 Nov 2009 | No Comment | ]
A Drive With The Family

Tracing your family tree is usually a pastime most fitting for octogenarians. But focus on the Porsche family and you get a pretty damn engaging ad campaign. Kudos to my good friend Markendeya Sendan who worked to develop this nice Web arm of the campaign.
(click the pic to go to the site)
- Glen Day
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Industry, Technology/Digital/Web »

[10 Oct 2009 | 2 Comments | ]
The Outsiders

Digital is not the solution.
Despite what you might read in the trade press (especially Ad Age where every second article is about Twitter and those that aren’t mention Twitter two or three times), digital is not the solution to all of advertising’s problems.
If anything, digital is the best representation of the problem.
And that problem is audience dispersion.
What is brilliant about the Internet (and, from an advertising point of view, its Achilles’ heel with an added helping of Achilles’ athlete foot) is that it is, for all intents and purposes, infinite.
When …

Work »

[2 Oct 2009 | 3 Comments | ]
There Can Be Only One

Retail. Brand. Direct Response. Digital. Traditional.
Oh, how people in the biz love to parse advertising into different types.
Trouble is, it’s all bullshit.
Because to consumers, an ad is an ad is an ad is an ad.
They don’t differentiate.
To them, there is only one kind of advertising and that is brand advertising.
Why brand?
I say brand simply because every piece of communication you put out there says something about your brand.
Every ad – indeed, every point of contact with the public – positions your brand in the marketplace.
By way of illustration, when I …

Work »

[22 Sep 2009 | No Comment | ]
Kumon… seriously

First, can you imagine naming your tutelage business Come On?  What, do they nag you into doing better?
Second, can you imagine presenting that logo design?   ”We’ve decided to literally associate your brand with apathy by using an indifferent facial expression on the character within the ‘O’ of your company name.”
- Chris Soskin
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