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...
Heard any good jingles lately? I’ve been noticing more and more recently. Not all of them good, mind you, but real jingles, nonetheless. Some of these include efforts from Free Credit Report.com, JG Wentworth and McDonald’s, among others. It seems there’s a resurgence of custom advertising tunes, or “jingles,” being used again in TV...
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...
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...
In case you’ve missed it, we at the WD tout our specialization in premium brands as our differentiator among other full-service advertising agencies. In our endeavor to be the experts on premium brands, we’ve developed some proprietary Premium Tools—one of which being our Premium Brand Index ™. Basically, we take up to ten brands...
While this is the story of what happened to my boss, he’s in Florida escaping the bitter Arctic cold front while at a sales conference for one of our esteemed premium brand clients—so, I don’t feel bad stealing it away for a blog entry. The other day, Mr. Bossy Boss told me a tale...
We all know how hard it is to turn a profit in today’s economy. What’s even more difficult is sustaining the value of a premium brand, what with brand names shelling out coupons, cutting all marketing and even changing their product ingredients to become the “chipper chicken” of their category. (Thank you, Steve Martin.)...
Pepsi has gone and done it again. If their AMP iPhone App catastrophe wasn’t bad enough–where they completely alienated their entire female consumer population–they’ve gone and offended the public in yet another colossal blunder. Last Saturday, Pepsi sponsored a concert in Uganda featuring controversial murder performer Beenie Man. An account of just some of...
Premium brands distinguish themselves from the competition not only in their products, but also in the way they communicate with their customers. One good example of this is in e-mail marketing. Although e-mail is growing and consumers are likely to opt-out if they feel the messages to be irrelevant or impersonal. There are more...
At the sake of being repetitive in my love for certain computer manufacturing branding and marketing efforts, and utter disappointment for others, I leave you with a simple video, which I think should speak for itself. I’m definitely not getting a holiday season job at a Microsoft store … To read more about why...
