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By Steve Hanthorn, on August 19th, 2010
Sure, it’s been hot outdoors just about everywhere this summer. Here’s something that’s hot for many brands: outdoor, also known as out-of-home, or billboards.
Outdoor has always been a favorite media of mine, due to it’s challenging creative canvas: you basically have room for 7 words or less to make an impression that lasts mere seconds [...]
By Michael McKeon, on June 28th, 2010
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 [...]
By Steve Hanthorn, on June 25th, 2010
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.
But few brands impress or excite me more than my favorite place for gasoline and sundries—QuikTrip. Do you [...]
By Steve Hanthorn, on May 18th, 2010
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.
Today, bathroom advertising [...]
By Marilee Travitz, on May 7th, 2010
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 [...]
By Doug Briley, on April 16th, 2010
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 [...]
By Steve Hanthorn, on March 31st, 2010
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.
But, what about the [...]
By Susan Nix, on March 23rd, 2010
Tom Peters’s new book, The Little Big Things, communicates the message that sometimes the very smallest gestures reap the best rewards, not only in the office arena but also with your clients. There really are some great tidbits of useful business tactics that he communicates in his book. MY favorite, since I am the office [...]
By Doug Briley, on March 15th, 2010
It could be just around the corner. Like maybe next month or so. My subscription to Fortune Magazine could be delivered electronically. (I’d link to it, but it’s a subscription-only site!) And no, I’m not just talking about their website, but a bona fide magazine with ads and all, right on Steve Jobs’ latest stroke [...]
By Scott Parker, on February 17th, 2010
Toyota’s recent woes are a stark reminder for any premium brand: bad things can happen to the best performers, and when they do, you must be ready to act quickly, confidently and decisively.
For decades, Toyota has basked in the glow of one of the true gold standards in brand image. Say [...]
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