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Are You Where the Audience Is?
March 9th, 2010 by Pedro Bonano |
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Here in the Duke City, there's a bit of a struggle between the city proper (Albuquerque) and the city's largest suburb (Rio Rancho). Though it's probably an over-simplified statement, the tug-of-war is generally about who will win out as the cultural center: the established city or the fast-growing suburb?
The situation brought to mind an important consideration in terms of branding and selling: Are you where your audience is?
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Enhancing a Personal Brand
March 8th, 2010 by Jeff Louis |
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Early morning television found me watching a terrible vampire series from 10 years ago while I got ready for the day ahead. Coffee wasn't cutting through the morning fog, but a TV commercial featuring Jimmy Johnson woke me up. It seems that Johnson, former NFL coach and current Fox NFL commentator, is the spokesman for ExtenZe, the "natural male enhancement pill."
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Ward's Reel Keeps It Real
March 5th, 2010 by James Brandt |
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Sometimes I think Americans suffer from a lack of imagination. I wonder if we are trapped into closet-thinking or we lack the fortitude to tell our clients bad ads suck. Speaking of coconuts, a good example is an ad called “Balls” from Australian director Darryl Ward. The commercial is a series of static shots with the movement created by the subject.
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Paris in Brazil: Too Sexy for a Beer Commerical
March 4th, 2010 by Jeff Louis |
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The country responsible for the micro-bikini, topless beaches, and the dreaded Brazilian wax has determined Paris Hilton just might be too sexy for a beer commercial. While it seems a bit suspicious that Brazil would complain about Hilton, truth is stranger than fiction.
At least Hilton is not resting on her laurels. In fact, I'm proud the hotel heiress has moved past her reality TV days to do something with more substance. Granted, it's only advertising, but it's a step.
The spotlight shines on Hilton in a 60-second beer commercial by the Devassa brand, one of many beers produced by beverage company Schincariol. The campaign started with on online-and-TV tease, hyping a "mysterious" (Bem Misteriosa) blonde we later find out is Paris.
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Caribou Coffee Seizes the Chance for a Makeover
March 3rd, 2010 by Jeff Louis |
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Sometimes it's good to be in second place. Like Canada. According to FutureBrand, Canada held on to the number two spot as the world's most respected "country brand" for the second year straight in 2009 (the United States was first). Thus, when Caribou Coffee launched their re-branded look March 1, only restaurant trades and a few newspapers took notice. While the coffee chain would like more press, sometimes not garnering attention immediately can be a good thing as it gives stores and employees time to get comfortable in their new skin.
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