ss_blog_claim=5f03e3e7fa6ca8c951b6fbd30fa71c10 Beneath the Brand

Improving the weatherman brand

Aside from David Letterman, most folks don’t like weather forecasters. Some say it’s because they’re the ones remembered for delivering bad news. But I think their brand suffers from the quality of information delivered. gustav Take this forecast for example. A recent eye-opening news article about Tropical Storm Gustav states: “Forecasters warned the storm may still become a dangerous hurricane in the Gulf of Mexico, with their models showing it most likely on track to hit anywhere from the Florida panhandle to Texas.” So let me get this straight — a tropical storm in the Gulf of Mexico that’s heading north is “most likely” to hit anywhere between ... Article Tags>> | | |

Three Icy Ads

Ice has been used in a variety of ways for a variety of different for a variety of different companies when promoting their products. Ice has been used out in the streets to promote products such McDonald's iced coffee and most recently, Jupiler Blue.  Does this big block of ice in the middle of the sidewalk grab your attention? Or how about the use of Zamboni machines on ice at local sporting events.  Check out the most recent use of Zamboni promotion by Schick.  Do you get the silky smooth message from the use of ice in this promotion? Another recent use of ice is the actually sending by Fiat, of Mille shaped ... Article Tags>> | | |

Profile of the Boomer Consumer: Myth #7

Seventh in the top ten myths: You can capture Boomers with mainstream advertising Boomers pay attention to advertising, but they do not always like what they see. 66 percent say ads have gotten more crude in recent years 67 percent are less likely to purchase a product if they find the advertising offensive 23 percent consider ads geared toward their age group insulting Here, the key for the marketer is to find out exactly what is considered offensive to those 67 percent! Source Christine Babick is a blogger at www.beneaththebrand.com. A marketing strategist and linguist, she specializes in marketing language, website text, “emo copy,” and cause ... Article Tags>> | | | | | | | | |

Profile of the Boomer Consumer: Myth #6

Sixth in the top ten myths: Boomers are brand loyal and will not switch Commonly thought to be set in their ways, Boomers are as likely as younger cohorts to experiment with new products. They pay attention to advertising for new products 61 percent of Boomers agree that "in today's marketplace, it doesn't pay to be loyal to one brand," compared with 62 percent of those age 18-41. I have to say I fell prey to this myth. I thought the "stick-with-it-ness" of the tried-and-true brand/consumer marriage was held in high regard by Boomers. I should have known there was hole in the story I told myself....when a colleague of mine suddenly and recently switched ... Article Tags>> | | | | | | | | |

Profile of the Boomer Consumer: Myth #5

Fifth in the top ten myths: Boomers are all wealthy Collectively Boomers are the wealthiest generation in history, but only 9 percent are truly affluent (defined as having pre-tax incomes of $150,000 or more if working, or $100,000 or more if retired). In fact, one quarter of Boomers have no savings or investments at all. What does this mean in terms of preference for certain brands? Is this niche unlikely to choose luxury items? Source Christine Babick is a blogger at www.beneaththebrand.com. A marketing strategist and linguist, she specializes in marketing language, website text, “emo copy,” and cause and relationship marketing. Article Tags>> | | | | | | | | |

Diversity Marketing: DC Style (PART II)

In an earlier post, I discussed the type of marketing Team Obama and Team McCain had to engage in to Sens Obama and McCaincourt the voting public. Obviously picking VPs that balance their potential negatives and paint a picture that voters can relate. And as Team Obama picks Joe Biden (older, white guy with gray hair and experience as we would expect) and Time magazine reports McCain will pick Mitt Romney (younger, younger-looking guy with an appearance of vigor) we as marketers are firsthand witnesses to 'Diversity Marketing: DC Style'. And as we have seen marketers increasingly utilize more 'diverse' actors and models in the mass market to paint a picture, now ...

Making an Impression

As I started to to get dressed this morning, I realized I needed a new deoderant, so I unwrapped the two-pack of Dove I bought a few days ago. I popped off the top to one of the containers, twisted the bottom a couple of times, freeing the little plastic protector that covers the deoderant block. Then I saw it--pressed into the deoderant was the Dove logo. I paused and thought to myself--how cool is that? As you can see, it left a lasting impression on me--no pun intended (okay, maybe a little pun intended). Kristie Lorette is a freelance copywriter and marketing ... Article Tags>> | |

Up and Down - Three Very Creative Elevator Ads

Elevator advertising has gotten very creative over the last few years. Check out the following three companies that are making elevator doors one of the most creative and unique advertising mediums today. 1.) Accor To show their support and sponsorship for the Olympic games, Accor used the play on the relay race to make their elevator doors extra special. 2.)The Insides. To celebrate the opening of the second BodyWorlds exhibit at the Great Lakes Science Center in Cleveland this elevator doors were used to show the best part of the exhibit! 3.) Scary Movie? At first glance this elevator door promotion looks like something for a ... Article Tags>> | | | |

Profile of the Boomer Consumer: Myth #4

A report that came out in April can help us to separate fact from fiction when it comes to Boomers.Third Quarterly Boomer Report from AARP Services and Focalyst, titled "How Well Do You Know Boomers? Counting Down the Top 10 Boomer Myths." Fourth in the top ten myths: Boomers are winding down with age They are quite active. The typical Boomer regularly participates in an average of 10 activities — and participation extends beyond going to church or gardening. They travel (60 million took at least one trip last year), attend live sporting events (22 million) and bicycle (11 million), among other activities. Boomers are energetic, ad-savvy, experimental: "Contrary to ... Article Tags>> | | | | | | | | |

This just in: Obama has got nothing to say. Again.

It seems not a day goes by that the Obama campaign has something to say about someone or something that's really not news. In a recent breaking story, Obama has announced to the press that he's chosen a running mate. BUT, he's not telling. Instead, he's going to be texting the chosen ones before an official announcement is made. Earlier this month, Obama's camp was complaining about not being able to advertise at gas stations and accusing McCain of being part of this ploy. Nevermind that Gas Station TV has a policy of not accepting ANY political advertising, not even McCain's. This tactic of manipulating the media is really starting ... Article Tags>> | | |

Coors Vent: Why People Hate Marketers?

Karl hit the nail on the head of where MillerCoors is missing the mark. In addition to their recent resurrection of a bygone tagline, their recent "innovative" vented can only adds to the lackluster consumer appeals.  Anyone with a brain can see through this flimsy scheme perpetuated by the brewer. But the underlying effects of "product innovations" like this only reinforce the general population's mistrust of marketers. True product innovations need to provide tangible, value-added characteristics to an existing product. Continuing to market "innovations" like this, MillerCoors only gives us all a bad name.

Holy sh*t, I never laughed so f**king hard!

As Miller Lite returns to its ho-hum tagline — “Great taste, less filling” — category leader Bud Light continues to kick ass with commercials that tap into the beer drinker’s mindset. In the latest spot “Swear Jar”, DDB Chicago adds a new spot that shows what people will do for a Bud Light. It’s funny, memorable and simply brilliant. For some reason, people at MillerCoors continue to believe that choosing a light beer is a rational decision. As if guys belly up to the bar and perform taste tests of which beverage delivers the right essence of hops and barley, or whatever. Makes me wonder if ... Article Tags>> | | |

Does a little controversy go a long way?

Controversy comes in many forms but recently a billboard campaign by the fast casual restaurant franchisers, The Spicy Pickle, caught my eye that brought a special brand of controversy that I thought worthy of sharing with beneaththebrand.com. These billboards feature creatively spelled sayings like ‘Fud fors mahrt peah pal’ (Food for Smart People). Clearly, the boards are designed to capture extra-long looks as well as match the irreverent attitude of their brand. Is the controversy obvious yet?... Article Tags>> | | | | | |

Supercool Word Clock Typography Screen Saver

Since we in Florida are sitting and waiting...and waiting...and waiting for Tropical Storm Fay to come and go, I thought I'd post a fun, and in my opinion, supercool screen saver. This "Word Clock Typography Screen Saver" lets you know the date and time up to the second. (I've downloaded it to almost every computer at my office as well as personal computer...slightly obsessed) Enjoy! http://www.simonheys.com/wordclock/ Kristina Doyle is an Account Coordinator in Orlando, Fl. She is also a student at the University of Central Florida, majoring in Advertising/Public Relations and Sociology. (Which allows her to successfully diagnose most of the advertising world with some ... Article Tags>> | | | |

Don’t Do Drugs

You have all seen the "don't do drugs" ads or "this is your brain on drugs" ads, what do you think of this newest don't do drugs campaign. This campaign from TAC uses the these license plates to get across the message: If you drive on drugs, you're out of your mind. What do you think?  Does this campaign reach those most in need of the message?  What other anti-drug campaigns have you seen that are effective in reaching the target?... Article Tags>> | | | |

Super Creatives

For a business built on creativity, agency thinking can be pretty uncreative; we staff up when we win business and staff down when we lose it. Besides being an incredibly demoralizing process for everyone, this crazy job rollercoaster runs completely counter to the challenge of finding, hiring and nurturing creative talent. I recently read about an agency in Atlanta called the SuperGroup who came up with a much better — and much more creative — solution to layoffs. Instead of letting people go when business is slow, they encourage their creatives to pursue their own creative endeavors. Employees were told that as long as they made client work their ... Article Tags>> | | | | | | | | | | | |

Profile of the Boomer Consumer: Myths #2 and #3

AARP Services and Focalyst have tackled a few myths about the Baby Boomer generation in the third Quarterly Boomer Report released in April of this year. Second in the top ten myths: Boomers are the "me generation" Boomers have typically been portrayed as the self-centered "Me Generation," but their actions in later adulthood suggest the description "We Generation" is more accurate. Here are the facts: They are caring for others and for the world 70 percent feel they have a responsibility to make the world a better place. 57 percent try to buy from companies that give back to their communities. Third in the top ten myths: Boomers are technologically challenged Being the first is always significant. Boomers ... Article Tags>> | | | | | | | | |

Profile of the Boomer Consumer: Myth #1

Preconceived notions exist for just about everything under the big blue sky. Part of being a savvy--and therefore, successful--marketer is knowing that myths exist and that you have to cut through the myths to get to the reality. Today I'll begin a series of entries that cuts through the chaff about Baby Boomers and get to what makes this generation's beat go on. We have a top ten, and I'll start with the first: Boomers are all the same. That's right--all 77 million of us. But according to Jack Lett, executive director of Focalyst, we are not. "Within this generation are diverse segments that must be recognized and addressed differently." We do not think, act, behave--nor do we buy--the same way. Here are ... Article Tags>> | | | | | |

Sponsorship–Friend or Foe

Right before the Olympics began, I was listening to a Businessweek podcast about the sponsors. I was shocked to discover that Nike is not an official sponsor of the Olympics. It seems like it would be a natural fit, but really Nike gets a lot of free advertising by all of the athletes who wear their products—making them what the interviewee of the podcast referred to as an “unofficial sponsor.” Then there are companies like Coca-Cola, which have been a sponsor since around 1932 (can’t remember the exact year) and have renewed its contract through 2020. Coca-Cola has even stepped up to ... Article Tags>> | |

Are you convinced?

Since mid-May, Coors has been advocating sober driving with their "You Hold the Key...Never Drive Drunk" campaign. While their stance is noble, I can’t help but wonder about their message’s effectiveness. coors invincible According to the NHTSA, “the highest percentage of drivers in fatal crashes who had BAC levels of .08 or higher was for drivers ages 21 to 24.” While most people in this age group don’t fear death, I don't think that drinking and driving has become a rite of passage. People in this age group are typically not trying to perform a Jackass stunt when they drive drunk. They’re simply driving impaired because they need to get ... Article Tags>> | | | |