Blog Profile / Beneath the Brand
| URL : | http://www.talentzoo.com/beneath_the_brand/ | |
|---|---|---|
| Filed Under: | Business & Finance / Marketing | |
| Posts on Regator: | 826 | |
| Posts / Week: | 4.3 | |
| Archived Since: | September 29, 2009 | |
Blog Post Archive
The Brand Image of Victoria's Secret is Not Nearly As Flattering
Summary: Summer is on the horizon and all across the country women, particularly young girls, are actively searching for new bathing suits. Aside from specialty swimwear and department stores like Roxy and Nordstrom, many venture to Victoria's Secret. Since the age of 16 years, I have refused to step foot in a Victoria's Secret.
Catalogs, Websites, Mobile, Tablet?
Summary: Oh, the transition of shopping. On any given day all of our mailboxes (or at least the majority of them) still receive catalogs, which feature the age-old way of shopping where the reader earmarks things they want and then calls the 1-800 number to purchase.
Your DVD Smells Like A Pizza: Brazilian Ad Agency Debuts Clever Marketing Campaign
Summary: What would you do if you popped in a DVD, enjoyed a great movie, and removed the disc to find…pizza? Advertising agency Artplan Sao Paulo and Domino's in Brazil joined forces to do just that. They wanted to make an innovative, charming, and irresistible ad campaign that highlighted a marriage...
Beer Advertising Spectacular: How the Best Brands Stroke Male Egos
Summary: Beer commercials can sometimes seem like a random collection of bad-boy behavior, but look deeper and you'll find very sophisticated emotional marketing going on. In this three-minute marketing lesson video, emotional marketing expert Graeme Newell shows how great brands build confidence using both positive and negative emotional drivers. Show More Summary
Gaming Brands: Yea or Nay?
Summary: There's more gaming talk around the brand world today and it's coming from the most unsuspecting brands. It's the consumer brands, the restaurant brands, and not only the teenage-boy brands. There's talk about badging and sharing...Show More Summary
Target Tests Cartwheels and Loyalty
Summary: Truth: Target doesn't technically have a loyalty program. Truth: Target kinda sneaks loyalty in every chance it gets. Truth: Target kinda wins at the loyalty game. Truth: Target is getting more serious about a loyalty program. Some Wednesdays just call for truths, and when it comes to Target it's all about truth and loyalty...
Brutal Honesty from Abercrombie - BTB Draft
Summary: Abercrombie & Fitch is not for everyone. As a marketer, I really respect this about their brand. I absolutely love that they're fanatical about keeping a strict focus on their youthful target in order to preserve the strength of the brand, something that would certainly be compromised if old dudes like myself were comfortable walking the streets in Abercrombie gear.
The Finer Things in Life: Brand Experiences
Summary: Today's lesson is about what makes a brand. Quite frankly, it's also about what does NOT make a brand. Luxury brands teach this lesson; the ones that focus on and dedicate time and patience to the customer experience. These are brands that don't build a brand through advertising but instead make it a priority to create that brand experience. Show More Summary
Dear Brands, Do You Know Me?
Summary: It's true, it's 2013. Why does this matter? Because there has been a shift in what's accepted and what's expected. And rightfully so. If everyone is honest, today's customer wants brands to know them and understand them. Gone...Show More Summary
The New Armed Forces of the United States
Summary: Several significant improvements to the U.S. Armed Forces have reshaped today's American military culture; it's the new army of the Millennium! Earlier this year, the armed forces made a landmark move towards equalizing women's roles in the military by lifting its own ban on women in direct combat.
Seasonal, Regional, Local
Summary: These words are all the craze right now. Customers love them and brands want to be them. But there isn't enough emphasis on the power of seasonal, regional, and local right now. Sure, there is a group of smaller brands and even bigger ones that do it right, but the majority even forget to mention these important words. And they aren't just words...
Brand in Peril: Tesco's Fresh & Easy
Summary: If you don't live on the West Coast of the U.S., you may have missed one of the great brand experiments of the last decade. U.K.-based grocery giant Tesco developed the Fresh & Easy brand and store concept from scratch six years ago, and planned an aggressive rollout of 200 stores in the Southwest. Show More Summary
What $30 Million Won't Buy
Summary: Johnson & Johnson is ailing. In recent years, the company recalled over 280 million packages of its over-the-counter medicines, including medicine cabinet staples like Motrin, children's Tylenol liquid, and Benadryl. Furthermore, J&J's DePuy Orthopedics division has recalled two of its artificial hips.
Sometimes Apologies Aren't Enough
Summary: This topic is too good not to dissect. So although the social media portion of JC Penney's new campaign was discussed last week, there are more thoughts and messages that need to be mentioned. By now everyone has seen or heard what JC Penney set out to do. Show More Summary
Own Your Weaknesses! Now Go Fix Them
Summary: I'm sure you've heard it before -- not all companies want to be saved. Sometimes coming to terms with this truth feels more painful than a relationship breakup. This week JC Penney released its new, very honest, advertisement...Show More Summary
Market the RIGHT Thing
Summary: Big week this week. For sports, for people, for all. Earlier this week Jason Collins made history as becoming the first openly gay athlete on a major U.S. sports team. Go Jason go. Not for being different or being unique, but for being you. Isn't this what we preach on BTB? It sure is -- each brand, athletes included, needs to be open and honest...
Angels, Tweens & Lingerie
Summary: Who would have thought that the advent of Victoria's Secret stores 36 years ago would revolutionize the underwear industry and how people went about buying underwear? During the 1970s, in the midst of the sexual revolution and the legalization of the Pill, the environment for intimate apparel was ripe for change. Show More Summary
Best Branding Strategy: Should You Use the Carrot or the Stick?
Summary: Some branding campaigns build up customer egos, positioning the brand as an exclusive club. Other brands tear down egos, convincing the customer they aren't enough, and only the product can redeem them. In this three-minute emotional marketing lesson video, emotional marketing expert Graeme Newell...
Follow the Group or Stand Alone
Summary: As brands there are choices to make every day. With every tactic, every marketing plan, and every program that's instituted. Many times that decision lies with being one in the crowd or navigating the waters alone. But here on BTB, it's time to break down this decision and explain that neither is the correct answer...
The Brand Balancing Act
Summary: Everything about a brand is a balancing act. The goal isn't to please everyone and do everything, but instead to make choices that result in brand success. That's where balancing comes in: deciding who to target, what to offer, and how to market. It's all about careful research and making some mistakes, and eventually the balancing becomes a whole lot easier.