Posts tagged Brand
“Big air, big moves, and even bigger ideas. Red Bull gives you wings.”
Awesome job by my friends at Red Bull who work everyday to push the envelops of life and energy to change the world as we know.
I just discovered Tom Fishburne’s Marketoonist work, I love it.
For those in marketing I highly recommend you take a browse through some of his previous comics: www.tomfishburne.com
Spotted the latest brand to take their packaging retro/old school, Captain Crunch. I wonder how 7 year-old cereal eaters around America feel about their new Captain.
Here is an interesting localized product by Gatorade that I spotted at the grocery store. The Lakers Gatorade comes in lemon-lime and fierce grape flavors and is available in Southern California retailers for a limited time. Given how strong the Laker brand is and how hardcore Laker fans are I am sure this will sell. Could this be a test for future rollouts with other major league teams around the country?
For over 125 years the secret recipe of Coca-Cola has supposedly been locked underground in an Atlanta bank vault and known by only a handful of people who are to never fly together. Whether it is truth or urban legend the, “This American Life” radio show recently discovered the “7x Formula” in a 1979 edition of the Atlanta Journal-Constitution that matches the exact ingredients listed in the notebook of Coca-Cola inventor John Pemberton found in the Coca-Cola archives. The formula lists the following ingredients:
- 20 drops of orange oil
- 30 drops of lemon oil
- 10 drops of nutmeg oil
- 5 drops of coriander oil
- 10 drops neroli oil
- 10 drops cinnamon oil
- 8 oz of alcohol
mix all together and take 2oz to mix with
- 3 oz citric acid
- 1 oz caffeine
- 2.5 gallons water
- 2 pints lime juice
- 1 oz vanilla
- 1.5 oz caramel coloring
- 30 lbs of sugar
- FE Coca
While the Coca-Cola secret formula may be out, its legacy will forever be strong as John Sicher editor of “Beverage Digest” states, “Today, anybody with access to a sophisticated chemistry laboratory could analyze the formula of Coke, but no one can call a product called Coke other than the Coca-Cola Company. The so-called ‘secret formula’ is a wonderful story of lore and mystery, but in reality, the value today is the brand, not the formula.”
Clean Sheet Week
Comedian Mike Birbiglia is living in store front window of Macy’s NYC to put Downy’s April fresh product to the test… the idea is cool but I am not sold on the execution
Here is an interesting brand partnership: DiGiorno Pizza and Toll House Cookies. I wonder if they bake at the same temperature. Good-bye New Years resolutions.
By now many of you sports and marketing enthusiasts have experienced Nike and LeBron James’ new commercial, ‘Rise.’ As the commercial hits the air waves it has created quite the buzz and as a result AdAge’s Brian Sheehan, has lost all faith in Nike marketing and brand:
Nike, for the second time in less than a year, has completely missed the mark to the point of angering some of its most ardent supporters. The problem: Nike has stopped using its incredible stable of athletes to inspire people. Instead, it has started the cynical practice of trying to resuscitate fallen athletes’ images when they have been tarnished. Nike has done this in a big, high-profile manner. Its less-than-inspirational goal is thinly transparent: repackage these athletes fast to avoid losing the millions already poured into their images.
Perhaps even more cynically, Nike sees its athletes’ poor behavior as a marketing opportunity to take advantage of a moral relativism that Nike clearly perceives (and is trying to promote) to turn notoriety into positive salience. Unfortunately for Nike, the strategy has been to embrace the bad — and in some cases shocking — behavior of some the custodians of their brand.
Exhibit: LeBron James trying to prove he is not an arrogant jerk — by being an even more arrogant jerk. Nike’s latest foray into image salvation is the LeBron “What Should I Do?” video. Here again we see Nike embracing a perceived business opportunity over the feelings of its average consumers — and common sense. LeBron clearly made a mistake, and ticked off a lot of sports fans, when he turned his announcement of moving to Miami into a media circus. In a situation like this, the best strategy is to let it blow over with time. Unlike Tiger, LeBron did not do anything reprehensible. It’s no big deal. Yet, Nike saw this as an opportunity to make it a big deal and to idolize LeBron for his overblown ego. Nike’s newest ad celebrates LeBron’s selfishness to the point of apotheosis. This ad too has gone over with the common man like the Hinderburg.
While I understand the many points that the writer makes I still support these commercials as they embrace and deliver on the Nike promise of, “Just Do It”, even when others are rooting against you— the very foundation of Nike’s carefully created and managed brand.
In ‘Rise,’ we amplify LeBron’s voice,” said Davide Grasso, Vice President of Nike Global Brand Marketing. “We’re celebrating his courage to forge his own journey even when others may have disagreed with his decisions. It’s this Just Do It spirit that defines LeBron and Nike as we strive to inspire all young athletes.”
Additionally the ‘Rise’ commercial focuses on the core consumer, the decisions makers in the sport whom most of have already have a strong opinion of LeBron whether it be FOR or AGAINST. If anything these commercials are engaging, enthusiastic, interesting and create controversial conversation; people are talking and isn’t that the point? The ultimate test will be to see how the sales of his shoes do. (Note: LeBron is #2 in NBA jersey sales).
Sources:
-Ad Age: Good Thing Brett Farve isn’t a Nike Endorser
