Posts Tagged ‘Strategy / Tactics

Can a brand be defined by haters?

Posted at May 19, 2011 // Advertising, Strategy / Tactics

So many brands want to be everything for everyone. Even those who are more disciplined often think only about their users. Very rarely are brand marketers focusing on the non-users.

I have always been a fan of thinking through the non-users. Negative reactions are necessary evil to a strong brand that stand for something unique and special. If you achieve that, you are bound to have someone who’s not on that particular bandwagon.

The recent Miracle Whip “Love or Hate” campaign probably is one of the strongest campaigns I’ve seen that takes advantage of non-users. What do you think of this campaign? And what role in general should non-users play in building a brand?

Miracle Whip on YouTube: Haters Gonna Hate (clickz.com)
Kraft’s ‘love-it-or-hate-it’ campaign whips up buzz about Miracle Whip (canada.com)
Miracle Whip ads: Love them or hate them? (adweek.blogs.com)
Someone has to hate your brand (drewsmarketingminute.com)

Tags : Strange ads, Strategy / Tactics

Up In The Air

Posted at December 25, 2009 // Advertising, Promotion, Public relations, Strategy / Tactics

Up In The Air, staring George Clooney, opens nationwide on Christmas. I previewed the movie and enjoyed it. My friends gave it just okay reviews. See for yourself, and give your own ratings.

But, why am I writing about a movie on this blog? Because I thought it was great movie for product placement. Unlike James Bond movies where each product flashes in front of you for mere seconds, the products in this movie were an integral part of the movie. They really sold it. I think it was one of the best movies for product placement since the Italian Job.

What products were featured? American Airline, Hilton, Travelpro, and Hertz. Just to name a few.

Travelpro is a line of luggage. This movie showed again and again how great these luggage moves. They spin. They roll. They go everywhere with ease. All the cool jetsetters use them. Way better than the old clunky suitcases you may have at home (in fact, there is a scene dedicated to this point).

Hertz, it gets you in and out fast. If you’re a Hertz loyal customer, you can get in and out in seconds. No long lines. In fact, they will “move mountains” to get you the car you want.

Hilton hotels have plush soft beds, and comfy little robes and slippers. Hilton hotels offer all the comfort of home and then some, well, at least to a guy that travels for a living. Of course, don’t forget about the Hiltons HHonors program! It’s a great promotion (George Clooney said it, not me). Plus, you get to skip the lines and get the preferred VIP treatment! Loyalty pays.

Talking about Loyalty, let’s talk about the featured star: American Airline. American Airline can take you everywhere! It satisfies even the needs of someone who travels over 340 days and 300,000 miles a year! And once again, loyalty pays. If you’re a loyal customer, you get to use exclusive lounges, be greeted by a custom greeting, and even, if you’re really really really loyal, get your own dedicated customer service phone line. Ahh, I want to join AAdvantage now!

Ahh, product placement… when done well it’s integrated into the story line, while leaving you with a good impression of the brand.

Photo credit: American Airlines, originally uploaded by anneh632.

Up in the Air: George Clooney becomes a frequent flyer (gadling.com)
EXCLUSIVE: The Product Guy “Up in the Air” (tpgblog.com)

Tags : Product placement, Strategy / Tactics

Christmas Costs Less

Posted at November 10, 2009 // Advertising, Strategy / Tactics

The holiday season has definitely begun. Not being a religious person and not having any kids to buy toys for, this is a particularly annoying season.

However, this is also the season of some of the best ads. I’m sure I’ll be discussing a few over the next few weeks.

Today, I’d like to talk about the Wal-Mart ads: “Christmas Costs Less at Wal-Mart.”

I think these ads are great. Why? Because they reinforce Wal-Mart’s brand promise – costing less.

What I also really liked was that Wal-Mart knows who it’s talking to, and how to talk to them.

Wal-Mart is definitely not talking to me. But that’s okay, because I’m not Wal-Mart’s target consumer.

If Wal-Mart was talking to me, Wal-Mart would have been worried about being politically correct. But, these ads do not care about being politically correct. Wal-Mart’s target consumers are probably already fed up of being politically correct. They WANT to enjoy “Christmas”. They don’t want to call it “Holidays”. Wal-Mart wants to speak the same language as its core consumers.

But, doesn’t Wal-Mart worry about annoying the crowd?

No. It doesn’t.

Why not?

Because that’s what marketing is all about. Remember my series on Primal Branding? One of the major lessons in that was to know you’re talking to and to know what you stand for. You are not going to please everyone. But, you will connect with those you care most. And at the end of the day, that’s what matters!

Photo Credit: I’m sure my grandma had these, originally uploaded by Jo Naylor ~the book is out!!~.