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 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...
Premium brands act premium, even when few people are looking.
In this famous quote from Hamlet lies an important truth about marketing premium brands. You must know who you are, and you must not deviate from that identity. As Seth Godin suggests , being unsure of your identity may endanger the future of your brand. In general terms, we see three categories of brands...
