http://deniseleeyohn.com/bites/2009/04/02/if-a-brand-has-something-to-say-say-it/ stuff for your brain to chew on Thu, 17 May 2012 14:50:55 +0000 hourly 1 http://wordpress.org/?v=3.3.1 http://deniseleeyohn.com/bites/2009/04/02/if-a-brand-has-something-to-say-say-it/comment-page-1/#comment-14159 manthems, delusions, and other super gaffes | denise lee yohn: brand as business bites™ Tue, 09 Feb 2010 02:18:18 +0000 http://deniseleeyohn.com/bites/?p=1359#comment-14159 [...] if a brand has something to say, say it [...] [...] if a brand has something to say, say it [...]

]]> http://deniseleeyohn.com/bites/2009/04/02/if-a-brand-has-something-to-say-say-it/comment-page-1/#comment-7106 words got in the way | denise lee yohn: brand as business bites™ Sun, 06 Sep 2009 19:03:34 +0000 http://deniseleeyohn.com/bites/?p=1359#comment-7106 [...] if a brand has something to say, say it [...] [...] if a brand has something to say, say it [...]

]]> http://deniseleeyohn.com/bites/2009/04/02/if-a-brand-has-something-to-say-say-it/comment-page-1/#comment-615 Jacco Thu, 02 Apr 2009 21:53:43 +0000 http://deniseleeyohn.com/bites/?p=1359#comment-615 Thanks for the post. This ad has already stirred a lot of heated discussion, one which often ends with the comment that "if we are talking about it, it must be good". Luckily you look at this in a more strategic way and I like how you've pulled in the brand tags, very smart. This is what consumers say about the brand, which is something that they can leverage and can differentiate themselves on and thus own. Short-term this spot might create some buzz and maybe additional sales, long-term they are not creating any brand capital and sustainable results. Kristin Ament also wrote a piece about it on Unbound Edition, regarding how this ad together with Carl Jr.'s latest commercial has gone too far embracing the fact that sex sells: http://tinyurl.com/quiznoad Carl Jr.'s is a good example of a more strategic initiative, although one can argue about the execution. Thanks for the post. This ad has already stirred a lot of heated discussion, one which often ends with the comment that “if we are talking about it, it must be good”. Luckily you look at this in a more strategic way and I like how you’ve pulled in the brand tags, very smart. This is what consumers say about the brand, which is something that they can leverage and can differentiate themselves on and thus own. Short-term this spot might create some buzz and maybe additional sales, long-term they are not creating any brand capital and sustainable results.
Kristin Ament also wrote a piece about it on Unbound Edition, regarding how this ad together with Carl Jr.’s latest commercial has gone too far embracing the fact that sex sells: http://tinyurl.com/quiznoad
Carl Jr.’s is a good example of a more strategic initiative, although one can argue about the execution.

]]> http://deniseleeyohn.com/bites/2009/04/02/if-a-brand-has-something-to-say-say-it/comment-page-1/#comment-612 Ray Hartjen Thu, 02 Apr 2009 19:33:53 +0000 http://deniseleeyohn.com/bites/?p=1359#comment-612 Good post. Cash flow will always be king in my court. But, the queen, and the true power, lies in differentiation. Your piece illustrates reinforces why it's so important, and that sometimes a simple focus on the fundamentals might be better than trying to flex your creative muscles. Good post. Cash flow will always be king in my court. But, the queen, and the true power, lies in differentiation. Your piece illustrates reinforces why it’s so important, and that sometimes a simple focus on the fundamentals might be better than trying to flex your creative muscles.

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