Tag Archives: Branding

Will UGG Austrailia become Sexy Again?

Well Tom Brady is now staring in the new UGG AUSTRALIA FOR MEN ads and I have to say… I can’t complain. Since the UGG boot became popular in 2008, the boot has been ridiculed by fashionistas that it needs resuscitation before the brand is lost forever. Looks to me that UGG was able to do that; thoughts?

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Like Santa for your Vagina

Interesting advertising /PR campaign for girl’s starting their menstrual cycles. Back 50 years ago this would be frowned upon and completely unacceptable. Fast forward today and discussing menstruation has taken an interesting spin, not only celebrating the arrival of “the red badge of courage” but also suggesting the idea of care packages that arrive based on your cycle.

Genius! Thank you… Helloflo! *Sigh… only wish you shipped to Canada. How convenient order your supplies and also any treats you would like to indulge in during that time of the month. Talk about a positive spin on Flo’s arrival . I also bet you will never forget the company HelloFlo based on their Genius YouTube video. Cheers ladies!

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Sexy Salad? Yes Please!

Where is my SEXY salad?  That’s all I have to ask after watching this ad. Yes it is a take off of the original Old Spice ads starting with “hey ladies” but wait 5 seconds and you will want to know whats next. It’s genius marketing that’s hot and steamy and fresh. Y

Personally it makes me actually want to eat a normally salad. The ad also subconsciously  reminds me the benefits of easting a salad, a toned body and eyes that twinkle. Might help out too if you count my post yesterday on the Agent Provocateur lingerie. They are pretty little so salads will make you look memorable.  Now now I’m kidding. Beauty comes in all shapes and sizes. But healthy food hasn’t always been portrayed as sexy and thanks to Kraft it is. Kuddos!

PS. What’s your favorite salad?

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McClose Up…Genius or a McStake?

mcdonalds-unbranded-big-mac-hed-2013    mcdonalds-unbranded-3

Branding Branding Branding is essential to the success of any business.  You might think you have hit it big time when you can afford ditch your branding efforts and create a major advertising campaign around close ups of your foods. If you were a McDonald’s ad executive that seems to be the case.  Introducing the McCloseUp campaign: to capitalize on the recent trend of food porn.

Maybe in the 1950’s this wouldn’t be so risky. McDonald’s after all was revolutionizing the restaurant industry and changed the farming and food distribution business. Opened in 1940 by brother’s Dick and Murice (Mac), McDonald’s populated Route 66 in San Bernardio California. The brother’s noticed that almost all of their profits were coming from the sale of their hamburgers so they created the “Speedee Service System” of food preparation. The end result, they were able to reduce the cost of creating the burgers and create a franchise business.  In fact their 100 millionth hamburger was served shortly after in 1958.  Source [http://www.livinghistoryfarm.org/farminginthe50s/life_16.html]

Fast forward to today and the National Restaurant Association says that the American sales of fast food totaled $163.5 billion dollars in 2005. McDonalds grew in 2005 5.6 percent globally with 30,000 franchised stores in more than 120 countries. Source [http://science.howstuffworks.com/innovation/edible-innovations/fast-food3.htm]

Is this a risky move for McDonald’s to eliminate the golden arches in their advertisements? Or is their food so well known it won’t make a difference? Is their hamburger so recognizable that 100% of the time the consumer knows McDonald’s? Perhaps the signature Big Mac isn’t easily mistakable but what about the Sundae?

According to the Toronto Star, Sharon Aschaiek suggests that your brand isn’t your logo but your companies identity which consists of differentiating your message, knowing your competition, targeting your audience creating your vision and bringing it all together.  With that all said, I think this is a major fail for the restaurant giant. Targeted campaign? Nope. Differentiation? Not really… it’s rather boring. Anyone can close up their food. Maybe that’s what they would have done ran a campaign called “your McCloseUp” featuring their customers from around the world eating their product. Obviously the product would look the same, but who is eating it…. Wouldn’t that create a buzz?

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Interesting New Lego Ad Campaign

Why not create a campaigned based on imagination and creativity, through the eyes of your target market…yes, 4 to 12 year olds. Lego has joined with Perieira & O’ Dell (New York Advertising Agency) to do just that.

Light, Fun and free to interrupt as you will, the four page series showcases a piece of Lego amongst, kid gibberish. The final ad, just a single piece of Lego… not type just the tag line, “Every LEGO brick tells a story. Build Yours.”

I admire the simplicity. Most toy companies today are using over the top, over produced advertising campaigns that instil the image of need, want and desire, to the point that if a child doesn’t actually get the toy despair and desperation kick in!

The older generation will also be able to reflect on their childhood, so maybe there is mainstream appeal. The average North American kid, spent hours playing Lego in the living room; Lego has even become a part of the classroom for learning as well.

The only suggestion I would have might be to see how kids from around the world view that same piece of Lego. Lego is a Denmark company. Compare and contrast different countries and share stories of laughter! You could even expand it to have a grandfather playing Lego with their grandchild and sharing his story, since it is now a multi-generational product.

Kudos Lego, personally I like the new campaign.

    

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No Money needed… Just a potato!

Lay’s Potato Chips have created a new interactive display. This display will be put along side their product ultimately to replace product demos. Kennedy + Castro have used the vending machine concept to create… the “Lay’s Machine”. Genius!

A potato is inserted in to the vending machine and the entire chip making process is reveled to the consumer before their eyes in a matter of seconds. It is a short movie, which plays on the screen, which effectively illustrates the chip making process that Lays uses.

The Process:

The potato is washed, peeled, cut, cooked, salted and then packaged… and voilà a sample pops out at the bottom like in a typical vending machine for the consumer.

Interactive marketing is the future, by creating a conversation rather than just a simple transaction. A sample demo typically the consumer is handed the product to try if they agree to the sample creating a “transaction” vs. an interaction.

The Lay’s Machine lets the consumer, participate in the process so they are able to interrupt the message being communicated to them and modify the message to their needs and perception and ultimately shifting their opinion of the brand.

Also…research shows that interactive marketing allows for greater consumer response and acquisition rates.

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Can I Persude You to Read This Blog Entry?

As humans we are constantly being persuaded throughout the day. According to Aristotle there are three categories, which combine together to create persuasion: ethos, pathos and logos.

  1. Ethos refers to the person actually trying to persuade you. Is there creditability being built between the speaker and listener and ultimately will an impression be made.
  2. Pathos is simple and refers to emotion. By telling stories, creating metaphors and using analogies an emotional connection can be formed. For example Google has a commercial called, “Dear Sophie”. Every time I watch this simple 30-second commercial, featuring a father who creates an email account where he emails his daughter since the day she was born, I am left speechless and teary eyed. It was a simple commercial for Google Chrome showcasing the power of their product but they effectively emotionally connect with viewers. We all started our lives as babies, we all have a father and who wouldn’t want to log into an email account, which has kept an electronic copy of our childhood from our father’s point of view. When I was little, not too long ago, parents left messages on their camcorders for their children to view in later years, which is now quickly becoming obsolete. Talk about technological advancement!
  3. Logos refers to logic or the argument the communicator is trying to present. Is it logical? Is it valid? Do you feel confident with the idea being presented?

Based on the understanding of persuasion, marketers and communicators are able to apply a particular technique to the message they wish to communicate to the pubic. For example, in corporate communications you might use a bandwagon approach to persuade people to do something or buy something just because everyone else is. You might use repetition, to create brand awareness by increasing the frequency of your commercial. For example, ICBC a Crown corporation for insurance in British Columbia, not only buys commercials on the radio but they also sponsor weather segments to create a high saturation during peak listening times to advertise their brand.

Politics uses different persuasion techniques as well. We all know when election time hits, the signs go up everywhere and we are constantly persuaded to vote for a particular party.   Politics uses a variety of approaches including: emotional wording, testimonials, repetition, common sense, reasoning, innuendos, plain folk and in extreme cases: card stacking and name-calling.  The type of technique used sets a tone between the political party and the various publics, so caution does need to be used.  Joe the Plumber was an employee of a plumbing company who quickly became a metaphor for the middle class Americans during the 2008 Presidential Campaign. This type of persuasion, plain folk, was extremely successful. Joe was not only relate-able to middle class America, but he created emotion between votes based on his common sense argument around the small business tax policy.  I think politics is the most interesting realm of persuasion to watch. How far can a party go?

I can honestly say I am a rational and conservative person; emotionally geared persuasion techniques are the best way to persuade my wallet. Most of the time when I think I need something or have been persuaded, I stop and ask myself do I really need that? Will I actually use it? Do I already have something similar? Would my money be better in the bank collecting interest instead? Sounds like a simple solution, and it is! If I slow down and ask myself these questions, I am more likely to be aware that I am being persuaded and make a better decision.

If all else fails and I fall into my emotions, there is always a return policy…. Right?

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BBA Marketing Communications Management…What does that mean?

A bachelor in business administration majoring in marketing communications management,  I feel truly connects all areas of an organization. Marketing techniques and applications are dependent on the companies’ management to determine the available resources and to facilitate communication between the departments. By having an understanding in all three vital areas, an employee would have a competitive advantage with their obtained skill set obtained by this unique specialized degree. These additional skills acquired would help the graduate to understand the “big picture” with all the inter-connecting parts. Quite often when working in marketing you might have a great idea for a product launch but the management aspect is critical to ensure success.

Corporate Marketing includes and is not limited to: organizational identity and corporate branding and the companies’ reputation and communication which includes the company and their various stakeholders of that company.  Creating a distinct unique brand for a company has become valuable.

Take Apple for example and their brand. John Sculley who used to work for Pepsi took over Apple’s marketing department in the 1990’s. Sculley turned Apple into the largest computer company in the world. How did he do this? He increased the advertising budget from $15 million to $100 million dollars a year and invested in the brand. Now not only are consumers hooked they are emotionally attached to Apple’s marketing technique. I can admit when I was in Europe and watched the commercial for the IPad 2; I was left speechless and moved.  They do an amazing job in their advertising strategy to connect with consumers, created a need for the product and ultimately driving consumers crazy wanting the newest, coolest and fastest pieces of technology with the signature Apple!

In a broad scope I feel, public relations, advertising, journalism and marketing are all similar because, each avenue ultimately manages communication between an organization and their publics. For example, public relations typically promote the goodwill between an organization and the public, the community, to their employees and customers. Advertising promotes a product or service; however advertisers still need to produce and create a key message to communicate to the publics from the company. In journalism reporters have the duty to presents a story to their audience and viewers based on their set style and format. For example Fox News is different from our local CHEK News.

As a little girl I wanted to go into journalism so bad. I grew up in the newsroom at the local TV station, as my Dad was the station manager. I was fascinated with the idea of becoming a reporter constantly chasing news worthy stories and seeing my finished story on the 6:00 news. My interests have now changed primarily due to a boarder understanding of the communications industry and all the available jobs. I like that the marketing communications and management degree leaves a variety of doors open. I have already had about ten years experience in marketing and promotions so I would like to try the public relations side.

Hopefully with my previous knowledge attained working at a major radio and television station, I will have another competitive advantage. I now understand the media’s view and how they like to spin the story, on the other hand public relations works to control the spin. I will be honest the actual art of writing actually intimidates me. Writing will create a challenge, which will provide an opportunity to evolve my craft.

Stand-by…

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