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Archive for July 2010

At Issue } essential reading

The Joy Luck Club Method to Brand Strategy

Denise Lee Yohn
Jul 16, 2010

I’ve finally gotten around to reading “The Opposite of Fate: A Book of Musings,” a book released quite awhile ago by Amy Tan, the author of best-selling novels like The Joy Luck Club and The Kitchen God’s Wife. Tan includes many insights about story-telling and communication in general which I believe can be applied to developing brand strategies. One of such “musings” is “Five Writing Tips” — an edited version of a speech given as a commencement address at Simmons College, in Boston, in 2003. Although her remarks were intended to inspire a new generation to write and think differently, I found they also provide helpful guidelines for creating brand strategy.

Audi Focuses On Making Premium Leap

Karl Greenberg
Jul 16, 2010

Audi has spent several years building brand awareness and consideration in the U.S. market. Now the company, which saw sales increase 28% in June, is hoping to join the ranks of bona fide luxury brands. The company has focused much of its marketing muscle on vehicles like the A4, but the next phase will be a raft of premium vehicles positioned against vehicles like Mercedes-Benz S-Class and BMW 7-Series, says Loren Angelo, Audi's U.S. brand marketing manager.

The Team Who Made Old Spice Smell Good Again Reveals What's Behind Mustafa's Towel

Mark Borden
Jul 15, 2010

One of the modern Holy Grails of advertising is to translate a successful TV campaign into a monster viral Internet phenom. Working with their client Procter and Gamble, the advertising firm Wieden+Kennedy opened the ark with its online work for Old Spice. The campaign is simple: The manly star from the TV spots responds to queries on Twitter via humorous 30-second YouTube videos that are being watched and re-tweeted with abandon.

Abbreviated Meaning

Jonathan Salem Baskin
Jul 15, 2010

When did brevity become a synonym for clarity or truth? For most of human history, it was the exact opposite. What was brief was least important, as usually the format of a statement dictated the attention it deserved. Shortness was equated with incompleteness, which meant that things communicated quickly were more suspect and were considered less trustworthy (a rapid-fire sales pitch or the unknown threat of someone "of few words" being two examples). The common bias was that brevity could be the same as stupidity.

The Hazards and Rewards of Rebranding by Abbreviation, from BP to the Y

Gardiner Morse
Jul 15, 2010

Two venerable brands have recently sidelined their names in favor of initials. National Public Radio now wants to be known as "NPR" while the Young Men's Christian Association — the YMCA — has abbreviated its abbreviation to, simply, "The Y." But aren't "NPR" and "The Y" already de facto brand names?

Why Google Me

Aaron Goldman
Jul 15, 2010

The world may not need another social network. But Google does. Google needs a place where people can easily congregate and communicate. A place that's as easy to understand and use as Google.com. A place that people "like." Why?

Social Media Buzz. Advantage: Old Spice

Jul 14, 2010

The Cannes Film Grand Prix-winning Old Spice campaign has evolved over the last 24 hours to dominate discussion in social media, in what is sure to become the ‘case study du jour’ for the foreseeable future. Yesterday, however, the marketing campaign took a different turn and really got ‘social media right’. It’s been updated and sees Isaiah Mustafa respond directly to YouTube comments, Tweets, Yahoo! Answers and blog posts about him in 117 publicly available, timely and pesonalised video messages. So what are the results? It’s still early to tell, but a few things are apparent.

George Steinbrenner: Marketing Legend and Liability

Rich Thomaselli
Jul 14, 2010

Mr. Steinbrenner became a marketing asset who not only enhanced the Yankees' brand, but helped rebuild the U.S. Olympic Committee's brand and transformed his own personal image through TV commercials, a hosting gig on "Saturday Night Live" and signing off on the self-deprecating pop-culture portrayal of him on "Seinfeld."

America's Biggest Seed Company Wants to Turn Gardening Into Self-help

Alissa Walker
Jul 14, 2010

One only needs to note the proliferation of Victory Gardens during World War II or the past year's explosion of community plots to know that when economic times are tough, Americans head back to the garden. But today's gardeners are also sowing seeds for weight-loss and environmentalism, according to legendary American seed company Burpee, the country's oldest and largest seed purveyor. As Burpee CEO George Ball noted earlier this year, sales of Burpee seeds are up 15-20% in 2010, and consumers are not only turning the soil to save money: Ball says that people are looking to the garden for emotional and physical growth as well.

How To Create a Customer Advocacy Program

Jeremiah Owyang
Jul 13, 2010

While marketers traditionally were the direct channel and voice to the customer, creating direct mail, advertising and corporate press releases. CMOs today must develop advocacy programs in order to scale, increase credibility and demonstrate commitment to customers. In doing so, marketers will develop a low-cost trusted unpaid army of customer advocates.


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