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.
Indra Nooyi, chairman-CEO of PepsiCo, believes in advertising. She now has some numbers to back up her thinking. According to Ad Age, PepsiCo reported a 4% drop in full-year profits in part due to increased marketing spending. But fourth-quarter profit rose 17% as the spending kicked in. Pepsi also posted 5% organic revenue growth for […]
Hessian is a brand without a company, a backwards fabrication from a designer uninterested in how things are typically done. Be that as it may, the idea is generating some press for its creator Ben Pieratt, who now wants to sell his concept and the designs that support it for $18K to an entrepreneur in […]
Not long ago, I got an assignment for a technology company. They were an also-ran company in a crowded category, and they didn’t have a strong brand identity or any real unique benefits to tout. In a situation like that, there are basically two choices: concoct a story that may or many not be rooted […]
I’m about as loyal a customer of Coke as you’ll find. I grew up in Atlanta, which was largely built on Coca-Cola money. I drink several Diet Cokes a day, ask for it by name in every restaurant I’m at, and give dirty looks when the server asks, “Is Pepsi OK?” Having said all that, […]
Is Intel inside your mobile handset? The tech giant wants to be inside your phone, and wants you to be aware of its mobile processing power. According to Reuters, “Intel Inside,” a branding campaign launched in 1991, turned commodity electronic components into premium products. This year, the Intel Inside logo has appeared on the backs […]