Currently viewing the tag: "advertising"
brand as business bit: What makes an ad something people want to share with others? Is there a secret formula for making ads that are most likely to be shared? The March issue of the Harvard Business Review included a report by Harvard prof Thales Teixeira who tracked viewers’ eye movements and facial expressions while [...]
brand as business bit: There’s been a lot of activity in the fast food world these days: Burger King just launched a new menu and ad campaign, Wendy’s introduced a new tagline and campaign, and Taco Bell is experimenting with a new menu and tagline. My colleagues over at E-Poll and I thought it would [...]
brand as business bit: Tucked away in last week’s New York Times automotive section was a great piece about advertising. The subject was Ed McCabe (of Scali, McCabe, Sloves fame) whose iconoclastic approach to advertising etched into our brains safety as Volvo’s brand identity. Three points about Mr. McCabe’s strategy really resonated with me: “Volvo’s reputation [...]
brand as business bit: In Fast Company’s recent write-up on Red Bull, Red Bull Media House managing director Werner Brell is quoted as saying: “[Red Bull founder Dietrich Mateschitz] knew that success would be in how you market the product as much as the product itself.” It reminds me of a favorite quote of mine from Geoffrey [...]
steve jobs on brand-building
by denise lee yohn
on March 6, 2012
· 0 Comments
· in brand communication, brand delivery, brand names, brand perceptions, brand touchpoints, business, leadership, marketing
On the eve of a special Apple event, it seems the allure of the Apple brand is as strong as ever. “We have something you really have to see. And touch,” declares the invitation to the March 7th media event. Quite a buzz has been building up! I don’t know if tomorrow’s announcement will impress [...]
chisa needs it only on the ends
by denise lee yohn
on August 2, 2011
· 0 Comments
· in brand communication, brand perceptions, marketing
I may be dating myself with this headline, but I’m hoping at least a few of my readers remember those Silkience hair care commercials from the 70’s because it helps make an important point about targeting.
the business of managing tensions
by denise lee yohn
on September 23, 2010
· 1 Comments
· in brand communication, brand perceptions, business, innovation, leadership, marketing, retail
The fundamental tensions which companies must manage well was the primary topic of a panel I spoke on last week. We discussed H2OAudio, a company which makes waterproof cases, waterproof headphones/headsets, and waterproof armbands for iPods and MP3 players.
what at&t could learn from mcdonald’s
by denise lee yohn
on April 14, 2010
· 0 Comments
· in brand communication, brand delivery, brand perceptions, marketing, retail
I usually try to keep my critiques to categories I’ve worked in, primarily because I think it’s irresponsible for me to comment on what works and what doesn’t when I have little basis for my assessment other than being a consumer. So I initially demurred when some folks have asked for my POV on AT&T’s [...]
manthems, delusions, and other super gaffes
by denise lee yohn
on February 8, 2010
· 0 Comments
· in brand communication, brand fun, brand perceptions
If you’ve been in the business long enough, you come to understand there are some basic rules to follow when running an ad on the Super Bowl. Humor works best. Use animals or big-breasted women – or both. Wow people with extraordinary settings and production values. Many of the advertisers on last night’s big game [...]
T’was the day after Thanksgiving and all through the mall Shopkeepers and sales staff had prepared for it all They’d hung their over-sized sale signs and filled all their racks “Shoppers start your engines,” they suggested, “not a moment to relax.” Windows were a sea of red posters, red tags, and red decorations too Promoting [...]
Last week Ad Age announced that Anheuser-Busch InBev is holding an online contest in China in which consumers can pitch ideas for a Budweiser TV spot which will run during next year’s Chinese New Year. The only brief to the aspiring ad-makers: the commercial must include ants (a recurring theme for the brand’s Chinese New [...]
Advertising legend David Ogilvy once said, “Our business is infested with idiots who try to impress by using pretentious jargon.“ Those are pretty harsh words and I’m not sure I agree (entirely), but sometimes I see ads that seem to have been written by folks who are trying to impress vs. persuade or sell. Their [...]
brand inspiration
by denise lee yohn
on April 23, 2009
· 12 Comments
· in brand communication, brand perceptions, brand value, marketing
This post was inspired by a recent tweet from Gabriel Rossi, a “branding strategist” (as he calls himself) based in Sao Paulo — I’ve had the pleasure of meeting Gabriel through my blog and Twitter
Once again Microsoft’s ad strategy is off-base. Their newest ad criticizes Apple for being expensive by “documenting” one woman’s quest to find a laptop that
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