According to Adweek, Space150 attached Nike’s new Vapormax to a weather balloon and sent it high into the stratosphere. The shoe looks nice up there, I must admit. But why is this shoe 117,500 feet above the California desert? Is Nike just doing it because they can? Is this what “Just Do It” means today? […]
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Brand experience is almighty. While prospects experience a brand’s advertising, it’s often more impactful for people to actually experience the brand on a more visceral level. To this end, some prominent retailers are now exploring opportunities new in experiential marketing, brand extensions, and brand partnerships. According to The New York Times, West Elm, a division […]
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President Trump has the power to rock markets and drive a company’s stock price up or down. He may not intend to upset a company’s apple cart, but the outcome of his erratic actions is the same. When the man drops a Tweet Bomb from his Samsung, things are bound to explode. Melanie McShane, head […]
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Art Net News calls it, “a hypnotically-brilliant video.” The New Republic says, “It makes the end of the world seem as sweet as bubble gum.” All high praise for North Hollywood-based Mike Diva, the director behind one of the best political ads of the season, hands down. If Trump’s team knew what they were doing, […]
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How did Subaru of America build on its niche lifestyle targeting to become a mass-market car brand? Alex Mayyasi of Priceonomics reports: When Subaru marketers went searching for people willing to pay a premium for all-wheel-drive, they identified four core groups who were responsible for half of the company’s American sales: teachers and educators, healthcare […]
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Holiday Inn’s new all-digital campaign, “Journey to Extraordinary,” seeks to tell captivating stories that bring the customer journey into focus. Before you say, “Oh great, another customer testimonial,” consider that customers prefer to hear from one another, and that the brand’s job in “building community” today is all about enabling these interactions. Okay, let’s meet […]
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Columbia Sportswear has been “trying stuff since 1938.” Now, with the help of CMD in Portland the recreational clothing maker is trying on the content producer’s role with the release of a new brand-sponsored documentary, I Am #OMNITEN. Each year Columbia selects ten more people to join its #omniten program. The #omniten are not full […]
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Travel to Dr. Pepper TEN with me and taste the Bold Country.
As a child of the 1970s and a fan of John Denver, you can see why Deutsch’s 70s flashbacks appeal to me. Nostalgia is a trip.
To evoke an authentic 70s feel, Deutsch made an effort to get the images to appear historic. The commercials were shot on 16-millimeter film, then copied onto a VHS video tape, which was then baked to age the images further.
The Grizzly Adams meets Hamm’s commercial-inspired work is now spawning some original reproductions, a.k.a. honorary spoofs, which is high praise for any ad campaign (much higher praise than even the most prestigious industry award, if you ask me).
Of course, in the spoof above, Miller Lite gets a starring role, not Dr. Pepper TEN.
See what happens when you don’t have attentive PAs on the set?
Previously on AdPulp: Dr Pepper Ten Is The Manliest Way To Drink Diet Soda
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People are passionate about McDonald’s McRib sandwich.
The fact that the sandwich is not available at all McDonald’s locations nationwide simply feeds this hunger for the chain’s pork sandwich, which comes with pickles, onions and barbecue sauce and is shaped in an unusual patty, made to look as though there are bones inside.
According to Entrepreneur., one big fan of the sandwich, Alan Klein, turned his passion for McRib into an interesting side-project.
McRib Locator, a website and Android app that tracks where the sandwich is available has already charted around 1,500 sightings, with 300 confirmations this year (confirmed by users emailing Klein a photo of their receipt).
This is the kind of naturally occurring consumer advocacy and consumer generated media that CMOs dream about at night.
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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 read a book like Idris Mootee’s 60 Minute Brand Strategist: The Essential Brand Book for Marketing Professionals.
Chock full of fun graphics, minimalist Helvetica type, and lots of quotes, Mootee takes an entertaining shot at systematically defining what a “brand” really is in 2013. There’s a lot of good information about assigning meaning, value and purpose to a brand, as well as the role of customers in reacting to, and sometimes helping to define, a brand’s ethos.
What makes this book a little troublesome is that most of the examples Mootee uses represent global, well-established brands: Starbucks, Virgin, Nike, Nestle, Prada, and many others. And let’s be honest, these brands have spent hundreds of millions of dollars establishing, developing and protecting their brands. So the question becomes, who really is the audience for this book? Anyone working on a startup or very small brand will feel very overwhelmed with the perspective presented, even though there’s valuable information here.
The title of the book comes from Mootee’s suggestion that the book’s breezy format could be read and finished on a “flight from New York to Chicago, or from London to Paris.” Perhaps, but chances are if you’re on one of those flights you don’t need this book. If you’re poolside at a Kansas City Hampton Inn while the kids take a swim, The 60 Minute Brand Strategist might help you, and your brand, even more.
Special thanks to FSB Associates for providing me with a review copy.
The post 60 Minute Brand Strategist Goes Deep Into Branding With Style appeared first on AdPulp.
Farhad Manjoo believes new communications technologies are loosening the culture’s grip on what people once called “objective reality.”
Machinist is offering excerpts from his new book on the subject, True Enough: Learning to Live in a Post-Fact Society.
In this clip, the author examines the cult of Mac and how fast the Apple brand evangelicals will jump you, should you dare challenge any point of their doctrine.
There are many tribes in the tech world: TiVo lovers, Blackberry addicts, Palm Treo fanatics, and people who exhibit unhealthy affection for their Roomba robotic vacuum cleaners. But there is no bigger tribe, and none more zealous, than fans of Apple, who are infamous for their sensitivity to slams, real or imagined, against the beloved company. “It’s funny — even if I write a generally positive piece about Apple, I still get more complaints from Apple partisans” than from opponents, Walt Mossberg says. He has even coined a term for the effect. “I call it the Doctrine of Insufficient Adulation.”
Manjoo adds:
They care little for honest opinion. They want to pick up the paper and see in it a reflection of their own nearly religious zeal for the thing they love. They don’t want a review. They want a hagiography.
Another new media nay-sayer on the book circuit, Andrew Keen, takes great pleasure in dressing down the net. And there’s an audience for this, as surely as there’s an audience for screw-loose talk radio. But what about it? Do Manjoo and Keen have a point? Is communications technology partially responsible for dumbing us down? Many would argue just the opposite is true, that communications technology connects communities of interest and allows people to share vital information at a scale never before imagined, much less realized.
Jackie Huba and her man moved from Chicago to Austin recently. She’s finding lots of things to love about Austin, including a retail space she likes to call Mr. Flagship, or Mr. F, for short.
I love the Whole Foods flagship store at 6th and Lamar in Austin, Texas. I’ve dated its cousins in Chicago, New York and Dallas, but Mr. Flagship is a hunk.
As an expression of her devotion, Huba ate every meal for a week at Mr. F.
Here’s her visual documentation, a.k.a. photoset on Flickr. Whole Foods doesn’t allow photographs to be taken in its stores, but Huba asked for and received permission.
This is site is run by Sascha Endlicher, M.A., during ungodly late night hours. Wanna know more about him? Connect via Social Media by jumping to about.me/sascha.endlicher.
