Archives for the 'branding' Category
The Ultimate Positioning Machine: Leveraging the BMW Brand to Sell the Pontiac G8
While watching the Kansas-North Carolina game last night (what a game, by the way), I saw an interesting ad for the Pontiac G8 that positions the car in a most unexpected fashion. Here’s the ad if you haven’t seen it:
At first blush, it seems odd that Pontiac would compare the G8 to any BMW model, [...]
Putting Your Money Where Your Mouth Is (Lifelock TV Ad)
One of the best ways to strengthen your value proposition for potential consumers is through testimonials. When faced with a choice, many people look to the experiences of others to help inform their decisions.
Usually, the best testimonials are provided by people who are seen as impartial. We put our greatest trust in those people who [...]
Q Score? QVC Looks to Own the Letter Q With Rebranding Effort
Last week, shopping network QVC unveiled an ambitious rebranding campaign, the cornerstone of which is a new logo intended to make the letter Q synonymous with the company.
“We’d really like to own the 17th letter of the alphabet,” said Jeff Charney, whose alphabet-soup-like title as QVC’s CMO begs for a shorthand of its own.
In support [...]
Cracking the Code: How to Build a Brand Through Direct Marketing
While I often use this space to examine some of the newer trends affecting marketing and advertising, today I wanted to step back and take a closer look at the relationship between two of the more fundamental disciplines within the marketing function: branding and direct marketing. More specifically, I’d like to take this opportunity to [...]
