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Advertising News and Know-How
"The owl has landed." I like a provocative headline. And I like a print campaign that invites readers to know more (like this one from KesselsKramer). I also love a brand with great stories and a rich legacy. Kentucky Owl Bourbon was originally founded in 1879 but was forced to close during prohibition. The heritage brand was relaunched in 2017 as a luxury, small-batch product. THE WISEMAN is the …
Continue Reading about Stoli Group and KesselsKramer Invite You To Sip on THE WISEMAN →
Tom Burrell was born in 1939 and he grew up on Chicago's South Side. When he entered the advertising agency business in 1961, he was one of the first black people in the entire city of Chicago to work in the field. Vince Cullers may have been the first. To say that Burrell is a maverick is too tame. He's a trailblazer who climbed the highest mountains in American business and then learned to thrive in that thin white …
Packaging matters, especially at the point of sale. Sometimes a product's packaging makes all the difference. For instance, the Bud Light Seltzer Retro pack, which features a tie-dye design, quickly became a favorite this summer, generating a 3.5% share of the entire hard seltzer category. Loud Enough to Blow A Hole in the Wall The brand’s latest campaign titled, “The Loudest Flavors Ever” features rising comedic …
Continue Reading about Bud Light Seltzer Packs Flavor Explosions in Tye-Dye Cans →
What's in a name? If we're talking about the Washington Redskins, the answer is simple—bias and overtly racist thinking are in the name. Same with Squaw Valley, the famous resort near Lake Tahoe. So, Squaw Valley is no more. Palisades Tahoe is the new name. https://youtu.be/iN-cpfqFP7Q High Country News spoke to Darrel Cruz, director of the Tribal Historic Preservation Office at the Washoe Tribe about the …
Ads present the product or service in the right light to motivate consideration and purchase. Content marketing is something different. Content-fueled campaigns are designed to please people and that's pretty much it. In other words, content is a gift from the brand, not a clever request to purchase. Content also rewards customers and provides a way to share values between the sponsoring company and its audience …
Continue Reading about Indie Rockers Head To Yosemite for a Brand-Sponsored Jam Session →
Facebook is under fire from all directions. Former employees are venting. The press is screaming. The federal government seeks to break the company's monopolistic hold. And we the people just want to scroll—something that was denied to billions of addicted users of Facebook, Instagram, and WhatsApp for more than seven hours on Monday. In the center of the maelstrom is Frances Haugen, a former product manager at …
Continue Reading about Facebook Foibles and the Media Megaphone Mess →
Some brands are searching for a purpose. Other brands focus on purpose from day one because it's an expression of the company's core values and because it's good for business. Emotion moves people to pay attention, care, and buy. The following short film from Hyundai is packed with raw emotion. https://youtu.be/5xAXnkOvepg Paul Imhoff has been successful at orchestrating integrated marketing campaigns …
Continue Reading about Hyundai Is Out Front in the Fight Against Pediatric Cancer →
"Marketing effectiveness" sounds like a webinar that someone once forced you to attend, or worse, a graduate seminar on the way to a Master in Business Administration. Perhaps, the term would benefit from a rebrand, because it's not a seminar or webinar. Marketing effectiveness is the difference between failure and success. Given its importance, why don't we know all about it? Bob Hoffman, founder of Hoffman Lewis …
Continue Reading about Introduction to Marketing Effectiveness (A Primer) →
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