Mizuno Wisely Runs Away From Real-Time Marketing

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Like many people, I was impressed watching Texas state Senator Wendy Davis attempt a 13-hour filibuster of an anti-choice law. She couldn’t sit, eat, drink, or even lean on anything for support as she spoke. So it’s no surprise that the Mizuno Women’s Wave Rider sneakers she wore have gained a bit of attention, as […]

Loveworks Promotes An Agency, Not A Marketing Methodology

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Over the years, AdPulp has written many stories referencing Kevin Robert’s book Lovemarks, an overly designed Saatchi & Saatchi promo piece wrapped in a trademarked branding process. It’s amusing to note now that in 2006, a former CEO of a department store was so enamored of the book he hired Saatchi to turn his store […]

Healthcare Marketing Is Growing Like A Pubescent Teenager

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Today, health insurer Aetna is launching a new campaign themed, “What’s Your Healthy?” Created by Arnold Worldwide and Digitas, the campaign seeks to do what so many health insurance providers are trying to accomplish: Engage their customers and get them to be “proactive” about their healthcare. Pushing healthy habits ultimately reduces healthcare costs, so it’s […]

60 Minute Brand Strategist Goes Deep Into Branding With Style

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I’ve long ago stopped paying much attention to people who throw around the word “branding” or keep harping on the meaning of “brand.” Because depending on where you work — an ad agency, a design firm, a digital marketing shop, etc. — branding and brand building means something different to you. Still, it’s illuminating to […]

Offshore Tax Shelters A Problem For Apple, But Not The Only One

Apple Operations International in Cork, Ireland

Congress has been getting up in Apple’s face about its offshore tax havens, but is it a problem for the brand? I think it is, because a brand is the sum of a company’s parts. A brand is what a company believes and what a company does; therefore, Apple’s brand is tarnished via its tax […]

Hooters Working To Insert The Restaurant Into Its “Breastaurant” Brand

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In the ad business we hear about brands wishing to reinvent themselves daily. In fact, many of us have heard these exact words (more than once), “We want to be just like Apple.” Thankfully, there are few signs of brand-specific cluelessness this overt. Like agencies seeking a new skin, I am not convinced a full […]

Authentic Brands Attract, And Deserve, Authentic Scrutiny

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Last week, I posted some contrarian views on Dove’s “Real Beauty Sketches” idea. Writing in Forbes CMO Network, Will Burns leaps to the defense of Dove and smacks down the criticism of the video, calling the criticism “ugly” and “absurd.” Burns is off the mark here with his characterizations. There’s nothing ugly or absurd about […]

It’s Earth Day. Do Consumers Really Care about “Green” Products?

Cleaning Products - Naturally Derived | Green Works

Since I moved to Seattle, I’ve become much more aware of environmental issues and groups that draw attention to them. But where I came from, it’s another story. We’ve seen many attempts in recent years by marketers to capitalize on a growing awareness by consumers of environmental issues. Today’s New York Times reports on the […]

Marketers Are Brand Architects And Building Brands Takes More Than Math

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Fact: When it comes to marketing spending, analog still outstrips digital by a factor of three to one. Jake Sorofman, an analyst with Gartner, supplied the cold hard fact above in a Harvard Business Review article. It’s the kind of fact that my friend Bob Hoffman likes, and likes to use to convince CMOs and […]

A Bilingual Tide Spot? Sí.

So I’m zoned out here watching “Seinfeld” reruns when this spot comes up: Gotta admit, it’s a pretty good way to grab viewers’ attention. Even that of a gringo like myself. Share