I’m preparing a presentation for a group of HR professionals on social media, its uses and abuses, and I recently came across an online interaction that makes a great case for what *not* to do online. (more…)
Posts Tagged ‘brand’
What Advertising Images Go Best With Your Product?
Monday, July 5th, 2010Does a talking fish make you thirsty for iced tea with citrus? Lipton’s marketers must think it does – their TV ad shows a weary woman shopping at the market. It’s part of their “Drink on the Bright Side” campaign. She pulls a Lipton gree tea with citrus from her bag and, as she takes
Be Careful How You Read Those Numbers!
Tuesday, May 25th, 2010I was recently catching up on some reading and came across an article in Fast Company that made the assertion that: “major consumer brands still have a lot to learn as social tools continue to proliferate.” The author shared some data comparing Starbucks and Dunkin’ Donuts in terms of the percentage of people who hear positive things about the brands and percentage of people who would never recommend the brands. Here’s how it shakes out: (more…)
Progressive – an Ad Campaign That Works!
Sunday, April 11th, 2010OK – so I’ve blasted the E*Trade babies because, although attention-generating, they don’t seem to be achieving results. But here’s an example of a campaign that is clever, memorable – and working! (more…)
It Pays to Proofread. Even if You’re a Scammer.
Wednesday, March 24th, 2010Even those trying to scam people could benefit from a good writer/editor. Check out this email that showed up in my mailbox this morning. It’s reeking with credibility – NOT! (more…)
Banished brand – “Wisconsin, Live Like You Mean It”…or maybe you don’t…
Thursday, October 1st, 2009Wow! The state of Wisconsin – the state where I was born and still live – spent $57,000 recently to develop a slogan and logo to promote state tourism. And now they’ve trashed it. Why? Who knows. But my guess would be that (more…)
Travelers’ Branding Campaign Works
Tuesday, August 25th, 2009Travelers’ well-known logo – a red umbrella – remains a key element of its new branding campaign which launched last year. I first learned of the campaign recently when friends told me about some wonderful commercials with a dog that was intent on protecting its bone from real and imagined risks. The message: (more…)
Think Carefully About Suboptimizing Your Brand!
Tuesday, June 9th, 2009One of the keys to establishing a strong and meaningful brand is consistency. A surefire way to become inconsistent is by “suboptimizing” your brand by focusing on the parts, rather than the whole. Or, in other words, by having a tough time deciding “who you want to be.” (more…)
McDonald’s vs. Starbucks – the Coffee Wars
Thursday, May 7th, 2009McDonald’s recently announced that it will be serving specialty coffees like vanilla lattes and caramel cappuccinos at outlets across the U.S., at a fraction of the cost of the same types of drinks at Starbucks.
Wow! As this plays out it will be a great economics case study. Can you compete on price? What value is there in a brand? Will consumers continue to pay more for something that they can get for less someplace else?
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