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Does the name James Dyson ring a bell? It should. It is a new media world, defined by consistent and instantaneous connectivity. This trend has had premium brands in the world of photography finding themselves in competition with mobile phones equipped with increasingly more competent digital camera capability. But when it comes to capturing the treasured moments of our lives and sharing them across the [...] There are a variety of premium brands I’m fiercely loyal to. Mobil 1 Oil. Mirado Black Warrior Pencils. KTM motorcycles. All of them share premium traits like impeccable performance, superb fit and finish and long-lasting quality. Too often, premium brands become content with their position in the market, and are satisfied to simply plonk along, year after year. They rarely step out, or stretch any true boundary to further refine their image or grow their share. Years ago an assignment came across my desk to create some “indoor” advertising for a client. A little investigating revealed that “indoor” referred to bathroom/urinal ads. This was uncharted territory for us at the time so we attacked the job eagerly, crafting clever, pun-filled creative to make the most of this new environment. I was recently looking for some more healthy food options when eating out. My friend, Lauren, immediately pointed me toward Panera. I really like Panera, but had never heard that their chicken was all-natural. I went to their website to see what else they offered, and no where on their website could I find any [...] I’m what you call a gear head. A car and bike nut, if you will. I’ve been crazy for fast cars and motorcycles since I was a kid. So when the Internet came along, and with it sites like eBay, I was as happy as a pig on ice. Why? Because [...] When it comes to marketing premium brands, there’s usually no shortage of RTBs (Reasons To Believe) to choose from. Although brands in commodity categories are sometimes challenged to differentiate themselves, the premium brand(s) in any “vertical” should carefully choose which RTBs make it to the front lines of consumer messaging. Whether or not emotional or [...] These days, every brand and their pet logo is leveraging the new world of social media for some type of promotion . From Facebook pages to Twitter Feeds and iPhone apps, countless brands big and small are leaping into the social fray with creative offers designed to engage their constantly connected audiences. |
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