Philadelphia agency translates wealth of consumer brand experience into helping business-to-business companies differentiate their image
Maybe it's just me, but the term "brand loyalist" always seems
to conjure up a mental image of a 1962 businessman staring
earnestly into a movie camera, brandishing a tube of toothpaste and
declaring that he simply wouldn't settle for anything else.
But what if the brand loyalist is not extinct, merely evolved?
In an often-cluttered communication environment, this person might
have just been lost in the din. In many ways, the loyal consumer is
still thriving, but now he belongs to a shiny new breed - brand
Every morning when I pick up my iPhone, I find myself scrolling
through a list of 10-15 email offers. Groupon, Living Social,
Gilt…combine those with the dozens of retail email coupons and
promotions I'm already receiving, and it's out of control.
Consumers now expect discounts. Which
begs the question, is anyone willing to pay full price?
Since 1987, the National Pork Board has used "The Other White
Meat" to promote - in this carnivorous writer's opinion - the
tastiest of all meats. That ended last week when the board
announced a new tagline: "Pork. Be Inspired."
Most companies go through branding processes at some point.
Heck, not at some point. At several points. Brands are created,
launched, dissected, reinterpreted, and eventually revisited.
If you asked most people what they thought of branding, you would
likely be met with some skepticism. Sure, it works for Coke or IBM,
companies with big advertising budgets. But what is this going to
do for me?
Motorola seems to have been hitting the gym
A few weeks ago, the incessant commercials for Black Friday
began. I expect them every year, so it doesn't seem like that big
of a deal. But I didn't expect the Target psycho-shopper to return
with her Stepford wife tendencies for a second holiday season. The
Christmas Lady [who, btw, apparently is comedian Maria Bamford], is
back and crazier than ever.
Roger Miller has a song in which he implores his girlfriend, who
is apparently embarrassed to be seen with him, to treat him like a
Looking at most advertising and marketing, I think we should all
have the same plea. This is especially true of business to business
advertising, which is typically filled with business speak and
meaningless words and superlatives that do nothing to interest or
connect with intended audiences.
"Innovative, industry-leading solution!"
Well, that is just great! Because I happen to be looking for
an innovative, world-class, industry-leading solution. Now, if you
would just partner with me to make it happen, what more
could I want?
Puh-lease. Over hundreds of depth interviews with people who have
Yesterday, I bought my first 2010 Holiday gift. OK yes,
that may sound ridiculous, especially with a pumpkin still sitting
on my front step. BUT, like most consumers, my holiday
shopping has shifted to online, and over the past few years, I've
realized my shopping season needed to move up if I want to avoid
overnight shipping fees.
Mostly good article on branding at Thought
Surefire Ways to Destroy Your Brand.
But, they get one thing wrong. I would disagree with the
upfront premise about how easy it is to destroy a brand. Once you
establish a really strong brand, you can actually weather those
storms if you stay true to the promise.
The world of marketing is fraught with ethical dilemmas. There
are worrisome implications if companies actually figured out how to
manipulate people at a subconscious level. The latest trend is
Age, Is Neurmarketing a Fantasy or the Future?
In Argentina, Pepsi is having some fun with the World Cup.
According to AdAge: "If Argentina wins the World Cup, Pepsi Cola
plans to follow the example of Argentina's coach Diego Maradona,
who says he'll celebrate by running around naked in Buenos
This Friday, the 2010 FIFA World Cup kicks off in South Africa.
As is the case with any major sporting event, the World Cup
is a huge opportunity for marketers with a predicted television
audience of over 1 billion and cumulative ratings for the
month-long event expected to reach 30 billion.
Check out what Nike and Adidas are bringing to the table.
While this may not be the most appealing message to some, James
Ready beer is showing us another great example of creative outdoor
that really engages consumers.
Great video recap of the campaign after the jump.
When two of my favorite things are combined, you've got a happy
girl on your hands.
Not since Reese's have I been this tickled by a food ad:
Burger King and slasher-film icons!
(Yeah, I know, I sound like a well-rounded
Last week, I attended my second knitting class, where I learned
how to knit a scarf. At first, I thought that knitting would
be a breeze! You're just looping knots around giant needles, how
hard can that be? You knit. You purl. You
knit. It seems like it's just this repetitive process that
once you get the hang of it, you set your brain in a mode of set it
and forget it. However, once you have knitted a sizable
length of yarn, you begin to realize it looks more like a polka dot
scarf from the many gaps where the fabric
should be. You have to make the
decision to either learn how to fix each mistake and refine them in
order to make the scarf more appealing to wear, or to keep trucking
along, hoping no one will notice the holes. Well, developing
a website can sometimes have the same outcome.
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