Category — Branding

There’s an advertising lesson to learn from the current firestorm surround the Miley Cyrus images forthcoming in Vanity Fair.

Here it is: if your brand is worth $1 billion, think deeply before screwing it up.

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I was looking through RideLust’s Most Lustable Cars of 2008 and came to the number one result: The Nissan GT-R. This got me thinking a bit about the art of creating “anticipation” in advertising.

Clearly, to be number one on the list of “upcoming” products in a particular niche, you have to do some savvy pre-product marketing. If people are going to anticipate your product, they need to know about your product.

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One of the pillar strategies of marketing and branding is repetition. Repetition creates brand awareness. Brand memory is strengthened through repetition.

Most marketers use subtle repetition. A TV commercial here, a print ad there, a billboard somewhere else. That’s not what I’m concerned about in this post. Rather, I’m going to address the use of in-your-face, tacky, repetitive marketing (just watch the commercial above to see what I’m talking about) and whether it works.

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Sometimes an advertisement comes along that just makes me think …

“Why aren’t the shows this good?”

I know some of you will be looking quisically at your screens right now wondering what I was on as I wrote this. Keep with me folks! [Read more →]

Danica Patrick’s appearance in Sport Illustrated’s Feb 08 Swimsuit Edition is an education in how to leverage brands - albeit at the risk of compromising their integrity.

This is not meant as criticism - in fact, I applaud Danica for her work (on the racing track as well as in front of the camera) and the way she adjusts to both sides of the coin without much fuss. She’s comfortable with courting media attention and focused on succeeding on the track regardless of it - a trait that few sports personalities share.

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