In chapter 8 we introduce several concepts and ideas around branding. For example, we define brand equity as “the value of a brand’s overall strength in the market.” We follow that up with an example of Coca-Cola. In 2016, we see that Coca-Cola’s brand equity, as measured by Interbrand, has fallen since we wrote this in the textbook. As sales growth has slowed for the soft drink giant, it decided on a new brand strategy, which it described in a press release as follows: Marking a significant shift in its marketing strategy, Coca-Cola today announced that for the first time, all Coke Trademark brands will be united in one global creative campaign: [Continue Reading …]
About a year ago, B&G Foods bought the iconicGreen Giant brand of frozen vegetables from General Mills. As our chapter 2 “What’s Now?” post explained, the frozen vegetable category has been in decline for at least the last decade. B&G hopes to resurrect the brand and the category. The Green Giant ad below was typical of its promotion for much of the 1960s, 1970s, and 1980s. This brandchannel article, “ #TheGiantAwakens: Social Campaign Teases New Jolly Green Giant ” (December 7, 2016) highlights a YouTube video and Instagram posts as part of a contemporary update to the Green Giant. Go to YouTube and search “Jolly Green Giant tv ads” and view one of [Continue Reading …]
In Columbia, a guerilla war has been dragging on for decades. Then the deputy minister of defense thought that maybe advertising could be used to “sell” guerillas on the idea of ending the war and coming home. This CBS News story, “ Advertising to Sell Peace, Not Products ” and accompanying video interviews the man who developed and implemented the program, advertising executive Jose Miguel Sokoloff. Be sure to watch the three sample ads embedded in the article. Also, notice the references to research insights that guided their advertising. What did research tell them might appeal to the target market (guerilla fighters). How do you see [Continue Reading …]
I have enjoyed the wit and wisdom of the marketoonist (AKA Tom Fishburne). In the two cartoon’s you see here (scroll down for second cartoon) along with his commentary, you can see how important it is for marketing managers to provide financial justifications for marketing investments. Unfortunately, this is not always easy for marketing managers to do — recall our coverage of measuring advertising effectiveness in chapter 15. Bonus Chapter 1 digs into the importance of sales analysis, performance analysis, and cost analysis — you can also review Appendix B to read about return on investment (ROI). Explain how three concepts from bonus chapter 1 tie into the [Continue Reading …]
Mary Meeker is one of the most well-known and well-respected tech gurus. Every year Meeker presents her highly anticipated “ Internet Trends Report .” While the 213 slide deck included all kinds of insights about the Internet (and you are encouraged to review it), part of the presentation was particularly critical of online advertising. As you know from chapter 15, advertisers are following people’s “attention” which has moved from TV to online and particularly to mobile devices. Yet advertisers are still struggling to figure out how to break through and grab customer’s attention. Read more about it in “ Mary Meeker is right – most online ads suck ” (recode, June 7, 2016). List three [Continue Reading …]
Where does the FTC draw the line on misleading advertising? Here is a recent example of a recent ad the FTC thought went too far. What do you think? So what makes this ad misleading? You might ask your students what would make this ad misleading. It turns out at least two factors contributed to the FTC’s decision. First, the truck couldn’t actually do what it proposed. Cables hidden in the sand actually pulled the dune buggy up the dune. Second, the sand dune was modified to make it look steeper that it really was. While Nissan claimed the video was meant [Continue Reading …]
It is the time of year when many publications are picking their “Best of” lists. Adweek offers a range of different video ads — almost all of these are longer than the 15 to 30 second spots we see on television. This is a reflection of the fact that many ads are now watched on purpose and online. You can see a great range of different ads (many of them were new to me) in “ The 10 Best Ads of 2014 ” (November 30, 2014). One of my favorites was for UK retailer John Lewis — see below. What was your favorite ad of 2014?
In a world with too much advertising, more brands are looking to “storytelling” as a way to position their brands and engage customers. While many consumer brands are pretty good at this , it is more of a challenge for a B2B brands. One company that has been pretty good at this is GE . This article at TopRank‘s blog, “ How to Make B2B Marketing Stories Bigger With Social Media Microcontent ” (September 17, 2014) provides some advice and some examples you might find helpful in class. Have you seen any other B2B brands that do this well? What consumer brands have you seen that tell a good, engaging story with their brand?