Products as Props

From Hilary Schlager:

 

I immediately thought of this Friends episode (The one with the apothecary table) when we talked about product as props in class. I think it shows how a product can be incorporated so well into a television show. I think that in the case of this episode, the brand placement role is brand as star. The whole episode revolves around Pottery Barn. In the rest of the episode, Rachel goes on to keep buying basically all of Pottery Barn’s furniture and tricking Phoebe into thinking they are originally pieces. In the end, Phoebe finds out Rachel’s lying and wants to buy the lamp to complete the furniture set. This really helps show the concept we learned in class.  It also gives a good name to Pottery Barn.

More on Strategy

From Eric Breitenstein:

http://www.businessweek.com/innovate/content/apr2008/id20080425_383266.htm?chan=innovation_branding_top+stories

 

I chose this article because I thought the author did a good job of explaining what companies go through when deciding their strategy. In this case Nike must decide between using resonance with Converse or to position the brand to be more forward thinking. The end strategy is a combination of those two which I think works well for Converse. Reminding consumers of past experiences of the brand as well as continuing to innovate will work well for them. I also think that Converse if using well known figures appropriately because they relate the iconic status of people like Kurt Cobain to the status of Converse. 

 

A Corporate Spokesperson who Isn’t Boring

From Adam Noack:

 

In class the other day we were talking about creative ways to use people in

advertising. Generally, the least interesting types of people to use in

commercials are corporate spokespeople. Fortunately for Daimler Chrysler

(now separate companies Mercedes-Benz and Chrysler), their chairman at the

time of this ad, Dr. Dieter Zetsche (Dr. Z), is both an interesting

individual with his now-famous bushy mustache and German accent and also a

fairly decent actor, especially for a business man. With this ad, the

creators combined corporate spokesperson with character actor to put a face

on Daimler Chrysler and to promote the higher quality standards and better

engineering that Mercedes (Daimler) brought to Chrysler.<object width=”425″

 

Now that is a concept!

From Renee Benton:

I was very impressed when I first starting seeing ads for this Jeep Wrangler campaign. The campaign focused on raising awareness of the new Wrangler coming out. I think there are 2 main reasons why this ad is brilliant.

1. They turned a Jeep into a bug. By doing this they were able to steer clear of the everyday automobile ads that merely show you yet another car driving off-road or down a windy road. Not only did they do something different and new, but they did it well. The visual is fun, creative and simple.
2. Because they turned the top view of the Jeep into a bug we don’t know what the new Jeep looks like (except now we do). This is a great strategy because in spreading awareness it is also creating interest among consumers who are likely to look into what this new Jeep actually looks like.

Therefore, not only is the ad super cool and unique, it is very effective.

Funniest Ad Ever?

From Esther Nagler:
After watching it several times with one of my roommates my stomach hurt so bad from laughing and then my roommate turns to me and asks ‘what is this ad even for?’ I laughed even harder and said ‘some energy drink’ then she replied by saying ‘i’m so going to get one’. Now she was completely kidding and i cant remember the last time we thought it would be a good idea to get an energy drink but if for some odd reason we found ourselves at 7-11 standing in front of the energy drink section i know we would pick this particular one out and laugh and joke the whole time while getting jittery and tweaked out from the drink. Anyway that is totally beyond the point, the point is this commercial is SO hilarious and i can almost bet that every college student can relate to this in one way or another. Point is… watch it and share you experience of your worst walk of shame to the person next to you.

An Interesting Strategy

From Caitlin McKean

 

http://www.istartedsomething.com/20071230/vista-advertising-youtube/

 

 

I found this article about how Microsoft has been posting their new Windows Vista ads on YouTube along with video demonstrations made specifically for the site to showcase Vista’s features.  I think this is a smart move on Microsoft’s part because it gives PC owners and potential customers a chance to explore Vista before purchasing the product.  However, the article points out that these videos on YouTube have also made Microsoft more vulnerable to criticism about their operating system because users can leave comments regarding the videos that cannot be edited by Microsoft.  Many of these comments are negative, pointing out the flaws in Vista or describing their experiences with better systems, like Macs.  It seems to me that Microsoft took a risk here by posting Vista ads on the Internet, especially on a site that is not their own.  On the one hand, I’m sure these videos drew in way more viewers than they would have if they were only found on Microsoft’s home website, but on the other hand, when people start bashing on Vista and Microsoft as a company, they have no control over this content being shown directly alongside their ads.  Either way, I think it is always good to get consumers talking about your product, so this buzz (either positive or negative) is probably good for the company overall.   

Just Cute

From Mie Mitsumori

 

 

This is Japanese Mc Donald’s CM.

In US also, we have same type of product,

However, target segmentation is completely different.

In Japan, they target ladies and children.

Cute CM is attractive to not boys and men but ladies and children.

In addition, the CM is very short compared with US CM.

Most of them are 15 seconds or so.

That is why, usually they cannot conclude story.

Instead, they think highly of first impression.

This ad also paid attention how cute it looks among consumers.