I’m loving how Dell’s latest advertising campaign is moving away from the dross of commoditized, price-featured ads toward something more premium. This week’s Adweek article reveals the latest campaign theme by Wunderman, “You can tell it’s Dell.” The campaign features innovation and design, adding a twist of Apple-esque “That’s so cool” mojo. I’ve got...
I boarded a plane recently, and proudly, the only device I had in my hands was my iPad. Even without an in-flight internet connection (which is now possible on American Airlines with GoGo Inflight Internet), I can read e-mails, read the Wall Street Journal through their fabulous app, read a book, and manage my...
My family is very aware of breast cancer, and not just because it’s Breast Cancer Awareness month. And not just because of all the pink lids and ribbons donning the packages of groceries on every aisle. My mother has battled with this scary disease for more than a year now, and along with it...
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...
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...
In the last few months, there has been much ado about Starbucks’ rebranding some of its stores to strip away their corporate identity and revamp the locations with local character. According to an article in The Seattle Times, some stores—including the one featured in the article—will include alcohol, live music, and many other elements...
Some Premium Brands are fearful of joining the social media dialogue. "What if someone says something bad about us?" If you've ever thought this, then keep reading.
The difference between luxury and premium isn't as obvious as you might think; the context of function drives an important mindset that's imperative to understand if you're a marketer to high-end brands.
