The graph above from Forrester indicates how much more complex brand building is today, and how deep "the brand" goes in an organization. Well beyond the CMO's office, that's for sure. [via What Consumes Me] …
Why Draw Attention To The Problem? Because, There’s No Hiding From It.
Jim Edwards at BNET reports that Saatchi & Saatchi worldwide chairman Bob Seelert thinks Toyota should stop advertising until it gets its house in order, but the company says it will ignore its agency's advice and continue to advertise. "Such a public disconnect on strategy between a senior agency official and a global client is extremely unusual," Edwards writes. Because the brand is known for reliable and durable …
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Conversation Starters – What Brands Are Made Of
Mahesh Murthy, founder of Pinstorm and a venture capitalist at Seedfund, writing in The Wall Street Journal asks if your brand is "remark-worthy." Because it's kind of difficult to start a conversation around the brand if it isn't. When someone talks about your offering, is there a 10-second sound bite that is "re-tweetable" on Twitter? If not, go back to basics and craft a simple, clear hook that that sets you …
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Civic Pride Expressed
Is your city also a brand? If so, has the brand been spit-polished of late? According to USA TODAY, "destination branding is back in vogue as cities and states pursue image makeovers designed to help them stand out in the weak global economy, attract visitors and even lure people who might relocate." "The branding bug is definitely on the ascent," says Ted Levine, chairman of Development Counsellors International, …
SE Toyota Dealers Put The Brakes On Some TV Spots
I once had a client that knew her brand was going to be the subject of a negative TV news story on a local station she advertised on. Her first instinct was to buy even more spots to counterbalance the story. I'm not sure whether it would've helped or hurted, but I do remember my Account Director tried to talk her out of buying more spots, to let some time pass. In Georgia, Florida and a few other states, an …
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Love Dogs? Drive A Subie.
"Charlie really likes his friends, but in his heart he knows that sometimes a dog is as good as any man" - Widespread Panic According to Ad Age, these new Subaru spots from Carmichael Lynch will premiere during Animal Planet's "Dogs 101" marathon on Saturday. This doggie outreach is the latest iteration of the "reverse upfront" integrated-marketing strategy Subaru started two years ago. The company meets with key …
Onitsuka Tiger Is “Made of Japan”
For the fourth year in a row Amsterdam Worldwide has fused the eclectic and ancient traditions of Japanese art and contemporary culture to ignite fashion brand Onitsuka Tiger. This year's centrepiece of the brand's "Made of Japan" campaign is a totem to traditional Japanese Tansu furniture-making: a one and a half-metre long bespoke wooden cabinet - built in the shape of a sneaker. Amsterdam Worldwide commissioned …
What About Ed Begley? You Forgot Ed Begley.
DISH Network has decided that their rival's reliance on celebrity endorsements is lame, and more importantly, a waste of the their consumers money. What's interesting about this is the fact that DirectTV isn't known for these endorsements, but rather for producing one of the best TV campaigns in recent years. …
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