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...
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...
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...
Are you gun-shy of using your brand's budget to do something innovative?
What does it take to make a commodity premium? It takes more than differentiation, it takes differentiation that matters to the customer. Marketers deal every day with putting a message out there for consumers to bite down on, but the commodities that can demand a higher price—and even invoke brand loyalty—are the ones that...
