Marketing in Motion
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Marketing in Motion
Marketing practice is rapidly changing. This topic explores the latest trends in marketing communications, digital and mobile marketing, social media, community / tribal marketing and value co-creation.
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How Levi's Turned A Design Evil Into A Design Signature

How Levi's Turned A Design Evil Into A Design Signature | Marketing in Motion | Scoop.it
Ever wonder why the trademark symbol on the Levi's logo is clipped off?
Joachim Scholz, PhD's insight:

A nice video how Levi's re-designed its brand identity via rooting its new, unified logo into it's historical assets found on every jeans. Its a bit strange to hear that the Levi's guys wanted to focus on their brand meaning and be consistent in their logo, and in the next sentence they call their new logo "bat wing" – sorry guys, that introduces a whole new set of brand associations that I don't think make it focus down. Don't get me wrong, the idea of the logo is great, but the brands you aspire to are known for their close connection to their symbol: Apple symbol. Nike swoosh. Levi's batwing? You had such a good start, using the historically formed shaped so that your logo can be subtly incorporated and reinforced in lots of your products (e.g., the pocket flaps on shirts). So why not Levi's flap? Levi's wave? Anything that helps us focus on Levi's, not Batman?

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Kraft's New Campaign Wants You To Believe That Kraft Singles Come From Farms

Kraft's New Campaign Wants You To Believe That Kraft Singles Come From Farms | Marketing in Motion | Scoop.it
Just don't call them cheese. Inside the food science behind Kraft's new artisanal branding.
Joachim Scholz, PhD's insight:

This is a nice photo show on how Kraft carefully brands its Singles cheese product as an artisan product. Believe it or not.

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Packaging design: 45 inspirational examples | Packaging | Creative Bloq

Packaging design: 45 inspirational examples | Packaging | Creative Bloq | Marketing in Motion | Scoop.it
Packaging is something we're bombarded with on a daily basis. So creating an eye-catching packaging design that can be reproduced for years is a real challenge, especially with many companies now wanting to create biodegradable or renewable packaging. Now more than ever, packaging design matters.
Joachim Scholz, PhD's insight:

The packaging can do so much more than just protecting the product. It can inform, enchant, and excite. This blog shows you 45 examples of how a good package design can contribute to the overall value proposition of a product. So enjoy and look through them, remembering that the first P (yes, it is "product") has more room to play with than we often assume.

 

As a bonus, the student who showed me this page (thanks Paul!) also gives a summary of another article that explains what consumers look for in packaging:

1) Eye-Catching Appearance.

2) Well considered design, and aesthetically pleasing shape and colour.

3) Functionality; closure mechanism, portioning, see-through window, etc.

4) Innovative; novelty has exceptionally strong appeal.

5) Material; cardboard is often the material of choice for customers, it is easy to stack, and environmentally friendly.

6) Efficient communication; easy, informative messaging on products.

7) Multisensory appeal.

8) Appropriateness; packaging is of the same quality as the product. 

9) Value; product in classy packaging are popular among consumers. 

10) Additional Benefits; being able to use the packaging for something else afterwards.

(http://www.interpack.com/cipp/md_interpack/custom/pub/content,lang,2/oid,7773/ticket,g_u_e_s_t/~/Product_packaging_plays_an_important_role_in_the_marketing_mix.html)

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Yasmina @Zetes's curator insight, February 20, 2014 6:16 AM

A good manner to differentiate your product offering!

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7 Brands David Aaker Admired in 2013

7 Brands David Aaker Admired in 2013 | Marketing in Motion | Scoop.it
Joachim Scholz, PhD's insight:

Tesla, Patagonia, Red Bull, Gillette are brands that Marketing Giant David Aaker admired in 2013. No big surprises here, as those brands are on the top of most people's tongues you can quiz about strong brands in 2013. I haven't heart of Tanita before who are a healthy living giant in Japan, and I was unaware of Kmart's viral video campaigns. So I learnt something, that's why this is post is up here. (But seriously: Calling your company "Prophet", that's a little bit over the top, Dr. Aaker :)

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malek's comment, January 18, 2014 4:47 PM
Dove “Campaign for Real Beauty” can change the CPG advertising industry
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My Tide TV Commercial - Tide Dad Long Version

In 2011, Proctor and Gamble took a bold approach to marketing the new Tide plus Boost laundry detergent. This product is a line extension onto the already widely successful Tide brand, which has traditionally been targeted towards women. However, with more men than ever staying at home with kids and a clear fundamental change in gender role stereotypes, P&G leveraged a unique consumer insight to target this particular campaign at the stay-at-home father. This campaign used humour to bridge an emotional connection with consumers. Household packaged goods have traditionally taken a rational approach to marketing, in which the benefits of the product are conveyed in an attempt to convince consumers of some superior product quality, however this type of message has turned these products into somewhat of a commodity. By utilizing an emotional connection to build liking and preference for the brand, P&G has been able to provide a message that will create a deeper connection with the brand and prevent it from being anything but a commodity. 

 

Sonya Gleeson -335(2) -06024420

"Dad-vertising", emotional marketing, targeting, liking and preference

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Southwest Airlines Spring Campaign: Welcome Aboard

Southwest Airlines has launched a spring advertising campaign with a new approach compared to their previous campaigns. The airline is making changes in how it presents itself to its current and potential new customers.

The company has replaced their traditional approach of using humour as the emotional appeal in their ads. They are now focused on increasing awareness of the airline’s status as the biggest domestic carrier. The first spot in the series is called “Welcome Abroad” and it features a baby, a basketball player, a business women and a ballerina. The ad creates a sense of patriotism by focusing on the “American Dream” and focuses on values and themes such as ambition. The commercial ties Southwest Airlines to patriotism to create a positive image of the company among American consumers. In addition the ad focuses on consumer values such as personal accomplishment and success to further create a positive linkage with Southwest for consumers. Finally the ad taps into the evaluation of alternatives stage in the purchase decision making process by stating that Southwest is like nobody else and America’s largest domestic airline. 

 

Maryam Pazirandeh, 06334361, COMM335-1, campaign, emotional appeal, awareness, brand image

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TrackMyMacca's: a short film.

Once again, McDonald’s has found an innovative way to improve its brand image. Famously criticized for its quality, this fast-food giant has recently developed an App that allows consumers to “track-down” the origins of the ingredients used in their meals. With the use of GPS technology, image recognition software, and the time of purchase, this App taps into McDonald’s highly complex supply chain and is able to indicate the locations of origin of the specific ingredients found in consumers’ food.

Although this video certainly relates to several course concepts, I believe it relates most to our class on branding. Evidently, McDonald’s is aggressively attempting to change it image to one that is slightly more wholesome – something that is becoming increasingly important to consumers. However, this video also demonstrates McDonald’s ability to adapt to current digital trends; the company has developed an App that tightly integrates several very current technologies.                

 

Tim Hughes, 06302878, Comm 335-1, Video, McDonald's, Re-branding, Digital Strategy, Brand Image

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Joachim Scholz, PhD's comment, April 6, 2013 2:06 PM
It is really impressive to see how McDonalds pulled this one off. Their skills in managing the supply chain, and to provide real-time information to consumers, is breath-taking. It is also neat to see how McDonalds forays into the digital world, using Augmented Reality as a tool for consumer engagement.
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Edible Conversations -- Easy Switches

Galen Weston discusses adapting meals to please the whole family with Emma Waverman and Sharon DeVellis.

The newest television commercial from President’s Choice (PC) features Galen Weston – executive chairman of Loblaw – conversing with two mom bloggers regarding the trials of healthy food preparation. The 60-second spot is shot in a very casual context and is actually unscripted, keeping the setting and Weston’s responses incredibly natural feeling. He listens to Emma Waverman and Sharon DeVallis with keen interest, appearing approachable and attentive. As a face for Loblaw, and therefore its signature PC brand, Weston’s interaction with these two women conveys the message to consumers that PC as a brand keeps its customers’ wants and needs close to heart.

 

The commercial is meant to have a strong emotional appeal to viewers, who will begin to associate the Loblaw brand with the characteristics of Weston: warm, welcoming, involved, and friendly. As the interaction is unscripted, PC’s brand differentiates itself from other food brand competitors as it comes across as authentic and therefore more believable.  This emotional appeal works in congruence with a strong rational appeal throughout the commercial: due to the conversational context in which it is shot, PC doesn’t simply talk about its products. Rather, it touches upon why PC offers the products it does, why they are important, and why these products meet the demands of Canadians.

 

Through this, PC is able to strongly link its products’ attributes, products’ benefits, and customer value all together as the commercial emphasizes the functional consequences and psycho-social consequences that stem from using its products. In the means-end chain, this conveys the brand’s instrumental value to consumers. The informal context of the ad emphasizes the “family oriented” feel of the PC brand and by using a testimonial-style executional framework effectively enhances company credibility.

Elizabeth Westgate | 6000250 | #Testimonials #EmotionalAppeal #RationalAppeal #BrandPersonality

Joachim Scholz, PhD's insight:

This is a really great find by Elizabeth: A very unusual commercial that makes me wonder how much it is scripted or not. Regardless, its unusual appeal, pace, and naturaless stands out from other ads in the industry. Loblaws shows with this ad that they really care about and want to understand their customers.

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Research In Motion rebrands itself as BlackBerry

Research In Motion rebrands itself as BlackBerry | Marketing in Motion | Scoop.it

At today's (Jan 30th) BlackBerry 10 launch event, CEO Thorsten Heins announced that his company formally known as RIM would now be rebranded as BlackBerry. This announcement is a giant leap for RIM...BlackBerry as its market share has been steadily dwindling since the release of Apple's IPhone 5 and Samsung's S3. This rebranding represents a shift in BlackBerry's market positioning and strategy as it was formally positioned against its competitors as the premier business phone. By offering the most natural typing experience on its QWERTY keyboards and its optimized security settings, BlackBerry phones were the obvious choice for business men, yet the direction of this new brand and vision could be detrimental to what made a BlackBerry appealing to their target market. In addition to rebranding their company, BlackBerry announced that the Z10 ( BlackBerry's fully touch integrated Smart Phone competing directly against the IPhone 5 and Samsung S3) would be ready for a mid march release, however they will be releasing another model of the phone, still equipped with a QWERTY keyboard, in April. Bloggers on the Tech site CNet questioned BlackBerry's motives for delaying the release of the Q10 asking, "why isn't' the keyboard rocking BlackBerry Q10 coming out sooner?" This marketing strategy could possibly be very discouraging for the hardcore BlackBerry enthusiasts. In an attempt to capture the largest possible amount of consumers in the Smartphone market, BlackBerry is failing to address the core fans who built their loyalty around the original interface.  The BlackBerry experience has largely been defined by its keyboard feature and this strategy to delay the release of the Q10 largely isolates the BlackBerry users who have stuck with BlackBerry through thick and thin. This rebranding effort is definitely keeping BlackBerry fresh and relevant, though it is very inconsistent with their previous market offering. Maribel Lopez, an analyst for Lopez Research noted, "What BlackBerry is missing is the opportunity to grab the keyboard users that desperately want an alternative to touch screens."

 

(Maury Rubin,06206586, COMM 335 - 002, brand equity, rebranding, Brand threats, consumer relationship) 

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Maury Rubin's comment, February 2, 2013 2:45 PM
Following up my claims, BlackBerry released a picture on their Facebook asking "Poll: Will you be picking up the NEW BlackBerry 10 smartphone? "Share" for YES" and they received an overwhelming response. If BlackBerry does some social listening they will see many responses similar to "Mercedes Green" who is unsure whether she is ready to jump to touch technology and others who have dismissed BlackBerry Z10 as an IPhone ripoff http://postimage.org/image/tzonkhkq7/
Joachim Scholz, PhD's comment, February 3, 2013 1:41 PM
Now lets compare this to previous product launches... maybe Sony's hybrid between CD and cassette (mini disk???) in the late 90s early 2000s. There wasn't such a fast feedback available, and it was a long and at the end unsuccessful battle for Sony to get adopted. Now, does the fast feedback from social media makes marketing easier or harder?
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Volkswagen Super Bowl 2013 Game Day Commercial | Get In. Get Happy.

This Volkswagen commercial from the upcoming Superbowl does an excellent job of using humor and emotions to effectively position or reposition the latest version of the VW beatle. The commercial uses humor to relate the car with the happy, fun loving, carefree image often associated with Jamaicans. The company is doing a great job at branding their product and creating a lifestyle that consumers will want to associate themselves with through the purchase of the car. Essentially, they are positioning the Beatle as the "fun or happy" alternative to other more boring and professional cars. Through their use of humor, VW is attmepting to create a viral video which consumers can share via the internet with other like minded individuals in an attempt to achieve "reward power". In doing so, consumers will receive social approval or positive reinforcement about the car, thus increasing the likeliehood of purchase. Overall, VW has once again created an ad that effectively positions their product as perhaps cute, happy and fun. This ad will surely increase word of mouth marketing for the brand, especially through social media outlets.

 

Kolby Kyle, 06204699, Comm335-1, campaign, branding, relationship, positioning, reference groups 

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Budweiser's Success on Branding: Flash Fans

This Budweiser commercial from last year’s Superbowl does an excellent job of pulling on viewer’s emotions and Canadian’s love of hockey. It recognizes people who play hockey for the pure love of the sport and this is the exact audience that Budweiser is trying to attract. The company is doing a great job at branding their product and creating a lifestyle that consumers will want to associate themselves with. The video creates a reason for consumers to share the brand experience together through hockey. Budweiser has created an amazing memory for all of those rec hockey players involved and their friends and family who came out to support them. The shot of the player sitting on the ice at the end of the game is enough to say it all. This experience will drive word of mouth marketing for the brand in that area and even further geographically through social media means.

 

Lauren Archibald, 06008113, Comm335-1, campaign, branding, product-fit, relationship 

Joachim Scholz, PhD's insight:

really great example, and well connected to course concepts!

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Joachim Scholz, PhD's comment, January 28, 2013 10:55 AM
One thing though: I rather think that this is an emotional appeal in the ad. Who didn't get goose bumps towards the end?
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McDonald's Has a New Mascot, and It's Terrifying

McDonald's Has a New Mascot, and It's Terrifying | Marketing in Motion | Scoop.it
McDonald's has unveiled a new mascot Wednesday -- an anthropomorphic box with a huge set of teeth, called "Happy."
Joachim Scholz, PhD's insight:

Twitter's response to McDonald's new mascot.

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I see your secret rooms and give you a secret store hidden in Boston - Imgur

I see your secret rooms and give you a secret store hidden in Boston - Imgur | Marketing in Motion | Scoop.it
Imgur is home to the web's most popular image content, curated in real time by a dedicated community through commenting, voting and sharing.
Joachim Scholz, PhD's insight:

The above is no extraordinary clothing store. It is a stealth clothing store, hidden inside a pretty sketchy looking groceries convenience store somewhere in Boston. 

 

Why would you hide your clothing store? Probably in order to increase your street cred and also to appeal through the mystery of having a secret store. You have to be initiated into the secret circle of store patrons by a friend (or in this case, by imgur), so basically this secret store takes the idea of a brand community to its fullest extent by making the entire store an exclusive place with members-only events (Fournier and Lee's 2009 Fort script).

 

Compared to the alternative (would you care about a non-secret store that is a good drive away from you, if you are surrounded by stores anyways?), keeping your store secret might be a good idea, but how do you get customers? You got to leak the information sometimes in order to get beyond the social circles of your current shoppers, and this is where imgur comes in. I would not be surprised if the store owner / his agency leaked that post on imgur himself.

 

For those of you in Boston: The address apparently is 6 Clearway St. in Boston, MA.

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Branding Strategy Insider | 7 Strategies To Create New Business Categories

Branding Strategy Insider | 7 Strategies To Create New Business Categories | Marketing in Motion | Scoop.it

I have written about creating “category-of-one” brands before. Most brands spend their time trying to increase their share of existing markets. They pursue many different tactics to do so, from innovating new product functions and features and offering price promotions (which erodes brand equity) to improving product quality and creating value-added services. Some even create highly entertaining ads hoping this will help them break through the category messaging clutter. The problem with these approaches is that they are incremental and most of them can be very easily matched by the competition.

 

Brand managers know how difficult it can be to create brand differentiation within an existing category. In mature markets, every market position has already been taken. True breakthroughs come only from creating entirely new categories, highly compelling new categories.

 

So, how does a brand manager achieve this?


Via Russ Merz, Ph.D.
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Intriguing Networks's curator insight, January 21, 2014 4:15 AM

#what a great simple headline and eye catchig graphic. Does what it says on the tin.

Intriguing Networks's curator insight, January 21, 2014 4:17 AM

neat graphic and the right ideas but will it turn your head?

Nick Jennings's curator insight, September 8, 2014 3:50 AM

This article provides insight as to how businesses can differentiate themselves from the competition. The use of breaking customer compromises can separate a company from its competition with a distinct and unique stand point. The article lists Amazon as an example which I feel is accurate as they were able to change the face of customer purchasing with just the click of a finger. By recreating a category it can develop customer retention and brand differentiation. Cirque Du Soleil is a fantastic example as they have positioned themselves as a circus unlike any other creating a new and exciting experience for the consumer. These are just some examples of how marketers can create differentiation from other brands and build both band recognition and recall.

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Tropicana Orange Juice Waste $35 Million on their New Marketing/Packaging Failure

After consumers complaints, Tropicana ditches their $35 million Packaging and Marketing Failure
Joachim Scholz, PhD's insight:

This clip details the PR desaster when Tropicana dared to change its iconic packaging of their orange juice. You know, the straw coming straight out of the orange. 

 

On e level his is a good example how consumers are more empowered today with social media, how they are able to immediately voice concerns and make complaints, and how companies can listen to these conversations (or rather angry outcries, in this case) to inform their marketing.

 

On a different level, this clip demonstrates how hopelessly misused marketing terminology is these days at CNN. Subliminal? I don't think so! And what is wrong with this "expert"??

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KatrinaSun's curator insight, December 7, 2015 10:11 AM

This clip details the PR desaster when Tropicana dared to change its iconic packaging of their orange juice. You know, the straw coming straight out of the orange. 

 

On e level his is a good example how consumers are more empowered today with social media, how they are able to immediately voice concerns and make complaints, and how companies can listen to these conversations (or rather angry outcries, in this case) to inform their marketing.

 

On a different level, this clip demonstrates how hopelessly misused marketing terminology is these days at CNN. Subliminal? I don't think so! And what is wrong with this "expert"??

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Beyoncé "Life Is But A Dream": Celebrity Brand Evolution

Branding is the heart of marketing, for it allows a name to distinguish itself from its competition. Celebs such as Beyoncé have personally branded themselves in this fashion, creating tremendous value and generating consumer loyalty (and she has a lot of it). 

 

The Beyoncé brand is distinctive: she is a fierce, independent, feminist; but it is under going a slow evolution. Notable for keeping her private life completely off limits, Beyoncé has slowly begun to open up about her relationship with Jay-Z, her child, and has even created an Instagram account and a blog to document her happenings. This newfound transparency is best exemplified in the release of her upcoming HBO documentary; Life is But A Dream, where she gives fans a rare glimpse into her life. She addresses career pressures, to her pregnancy, and personal relationships. Stating ‘I am a human being, I get scared, I cry, just like everyone else’ it is clear that Beyoncé is attempting to make herself more relatable to fans, ultimately evolving her brand and generating more brand loyalty in the process. And after watching this, I have never loved her more. Great marketing move Bey!

 

Kelly MacPherson, 0632 2923, COMM 335-1, #campaign #branding #personalbrands #brandevolution #musicindustry 

 

 

 

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How BlackBerry Learned to Love PR | Marketing Magazine

How BlackBerry Learned to Love PR | Marketing Magazine | Marketing in Motion | Scoop.it

In the past, RIM has taken a defensive strategy to public relations, with the mindset that the information that is shared about its products is not within the company's control. Newly appointed CEO, Thorsten Heins, is trying to change this by using public relations as a strategic message delivery tool to communicate effectively not only with consumers, but with channel members, app developers, bloggers, governments and other stakeholders.

This article relates to the public relations concepts studied in class. BlackBerry has effectively customized messages to each stakeholder, while maintaining a consistent overall message. By maintaining close relationships and open communication with key stakeholders, BlackBerry was able to repair its brand and monitor potential threats. Furthermore, the relationships the company fostered with app developers ensured that the product offered consumers sufficient access to mobile applications, which is a necessity for the product to be competitive in the market. BlackBerry's public relations story illustrates that PR should be proactive rather than reactive, and that it can be used as a key communication tool to create goodwill and enhance brand image, especially with stakeholders who will have an important effect on the success of the product. 

 

(Charlotte Gadon, 06248989, COMM335-1, Public Relations, Stakeholders, Brand Image, Article)

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New logo, old name: The Bay returns to its roots

New logo, old name: The Bay returns to its roots | Marketing in Motion | Scoop.it

The famous Canadian department stores Hudson’s Bay Co. reveled and launched its large scale rebranding, and the brand change will involve changing of the signature B logo, as well a new coat of arms. The goal for the rebranding is to further differentiate the company, to recreate the logos converting to a chic and modern look, but at the same time express the brand heritage as Canada’s oldest company. This is a smart way to market the brand, adapt to the new environment and keeping brand relevancy, it is important to update and keeping up with the trend. Despite the risk of leaving behind the highly recognize b logo that created the common nickname – the Bay. However, this could be viewed as a strategic asset, since it always brings brand familiarity and recognition with its shoppers. The brand loyalty among existing customers will only grow and strengthen, after all, the main goal is not to eliminate the nick name “the Bay”, but to fully use the advantage of Hudson’s Bay’s rich history as an emotional appeal, to connect with customers, expressing the brand as a cultural symbol of tru Canadian Identity.

 

 

anna xie, 06195615,comm335-2, branding, logo design, canadian, emotion

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Dodge Ram Trucks Super Bowl Commercial Farmer - God Made A Farmer

The above commercial played during the 2013 Superbowl is a two-minute commercial that discusses why God placed farmers on the earth. Until the very last seconds of this commercial, the viewer is not aware of what brand is being advertised. Viewers eventually find out that this commerical is for the Dodge Ram. Dodge did an excellent job on brand positioning. They created a perception in the consumer’s mind regarding the nature of the company and its products relative to competitors. Throughout the commercial, a narrative coupled with a series of pictures explains all the attributes and tasks a farmer completes in a lifetime; wakes up at 4am to farm, someone who is strong enough to cut down trees and move bales of hay.  This evidently shows how Dodge used a product user positioning strategy by clearly specifying who might use the Dodge Ram.  In addition to this, Dodge did an excellent job at allowing customers to feel a bond with the brand through using an emotional appeal. Any person who has done the slightest bit of farming can relate to the commercial that Dodge has presented. 

 

Alexandra Marinelli, 06143978, COMM 335- 001- campaign, branding, positioning, emotional appeal,  product user positioning strategy, Dodge Ram

Joachim Scholz, PhD's insight:

A really nice demonstration of an emotional appeal. Also, the tag line in the end "for the farmer in all of us" points to the fact that this is not a demographic (occupation) targeting approach here as in maybe the 1950s - for this there aren't enough farmers left - but a maybe more psychographic targeting approach that identifies people who work hard (or see themselves as hard worker) as the target audience. Not only famers, but all kinds of blue collar workers and people who don't mind to do hard and sometimes dirty work.

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Alexa Earl's curator insight, March 14, 2015 11:23 AM

The video shows me the issues that have come up with large agriculture. They brainwash the people into thinking everything is like how it use to be. They try to convince people that it is from a small farm and there are still farmers etc. but in reality the whole agriculture situation has changed.

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KIDS 2012 | P&G LONDON 2012 OLYMPIC GAMES

This ad is part of a large communication campaign from P&G, one of the biggest world's advertisers : « Thank you, Mum ». The campaign started in 2010 during Vancouver Olympics game and aimed at thanking Olympians athletes' mums. The video was a huge success and raised great awareness, that's why P&G decided to extend the campaign worldwide for the 2012 London Olympics. Numerous videos were realised in which well-known athletes pay tribute to their mums, thanking them as they contributed to make them champions.

 

The ad glorifies mom's love, what can be a stronger tie than a relationship between a mother and her child? P&G shows that they master how to convey emotion and bound customers to the company and their brands. Each viewer can easily connect with the brand as they can identify themselves, as a child or as a mom, most certainly, the emotion will resonate in any viewer, and the goal is to raise brand attachment through it. With this campaign, it was the first time that the company communicate as a global brand, upon all the other brands they own as Tide, or Gillette which only appear briefly at the end.

 

The company has chosen mothers as a target audience, and all the mothers in the world, with more than 20 versions of the add produced for specific countries, including China, Brazil and Russia. The campaign came to life through various media : digital media, print, television ads and a mobile application where users can upload videos, photos share msgs and thanks to their mums.

This campaign had a huge success, and clearly, the main reason is how efficiently the campaign manages to convey emotion, and creating a special link with the consumers, which will trigger purchase intent. And what about dad's? "We will be honoring dads around Father’s Day." said Marc S. Pritchard, global chief marketing officer at P&G. The road is long until we will see a majority of dads through supermarket shelves...

 

Daba Diokhané, 10081292, Comm 335-002, campaign, branding, target audience, brand attachment, cross platform integration

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Dell reinvigorates marketing to tackle PC decline | News | Marketing Week

Dell reinvigorates marketing to tackle PC decline | News | Marketing Week | Marketing in Motion | Scoop.it

This article explores Dell's new marketing campaign which is in retaliation to declining PC sales. Dell has set up a number of laptops and tablets in Heathrow Airport which allows users to understand first-hand how Dell and Windows 8 can make their business run more efficiently. Dell recognized that "chucking money at TV ad is easy", but not necessarily effective. The company has integrated this experimental campaign with a complementary social marketing campaign. 

                Dell’s target audience is business travellers who may be looking to upgrade their obsolete technology within their own companies. By having users test the technology risk-free (and without a heavy investment of time since we all spend a lot of time waiting around at an airport anyways), Dell is firmly planting itself within the buyer’s evaluation of alternatives. Additionally, Dell is utilizing the experience Windows 8 and touch screens offer to attract potential buyers. As we learned in class, experience and branding go hand-in-hand. Finally, this marketing strategy reinforces the notion that traditional marketing is no longer effective and new methods must be used to capture the buyers’ attention. It will be interesting to observe if this new and modern marketing technique allows Dell to meet their goals.

 

(Jeremy Vincent, 06096528, Comm335-1, segmentation, experience, branding, article)

Joachim Scholz, PhD's insight:

nicely link to class concepts, though I rather would connect displaying Dell computers in the airport to the information / need recognition phase, not the evaluation of alternatves. you mention that customers might want to upgrade their obsolete technology: if they are not aware yet that windows 8 is out and that it is helping them in their business, this campaign rather aims at need recognition. Similarly, trying out a product risk free is part of the information search phase. but well done otherwise!

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Taking care of its brand and adapt to consumer concerns : example of Mcdonald’s

Taking care of its brand and adapt to consumer concerns : example of Mcdonald’s | Marketing in Motion | Scoop.it
McDonald's is going to change the colours of its logo from yellow on green to promote a more eco-friendly image in Europe.

 

We have seen in the course that Mcdonald’s was trying to adapt to new ways and habits, with for example the creation of products dedicated to clients concerned with health, calories, and environment.
And if we can find salad, fruits and new products everywhere in the world, there are some other changes that depend of the country.
I have been very surprised when I arrived in Canada to see that here, Mcdonalds restaurants still have a red background for the logo. In France indeed, this has changed for a green background since 2009. This change illustrates the importance of the global concern for the environment, the good health and nutrition, and the evolution for a better world.
The pressure of media and public opinion is very strong in Europa, that is why Mcdonald’s changed its strategy. It opted also for more sustainable buildings, using more wood, putting some green colors and more “environmentally” images on the walls. The company works in its restaurants with electricity coming from renewables energies as well.
If Mcdonald’s is known to be a world brand, present everywhere, there are differences, its brand adapt to local minds, concerns, in order to be accepted and have a good image.
I think that this is a good example to illustrate that following the current trends and know what the customer think and want is fundamental for companies’ success. And as the brand and especially the logo are the symbol of the company and its value, it is sometimes important that it evolves.
Nevertheless, it must be noticed that some brands want particularly underline the link with the childhood, the past, and so do not change their brand logo, or at least not that often. (That would be the case for the “Bonne Maman” jams in France for example).

 

Clémence MARTIN, 10079443, Comm 335-002, Article, Taking care of its brand, Marketing evolving

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McDonald's Group5's curator insight, December 10, 2014 8:06 AM

The  red logo change to green logo to promote the eco-friendly image in Europe. This article explains briefly the external reasons why McDonald's changed its logo--because of the media and public opinions, consuming trend. What's more, the author also mentioned his or her worries about changing logo.