In every brand book or brand program there is usually the example of Volvo, the brand that has positioned itself in the car category synonymously with the word “safety”. Unfortunately, unless Volvo changes its current course this good example will turn in an example how to destroy a unique brand position. Let me explain… About [...]
Brand promise
Walking by the Hugo Boss Store in the Friedrichstrasse, Berlin I noticed a very interesting window display: What is this all about? Is Hugo Boss company trying to: Tell me the Hugo Boss brand benefits/ brand promise? Should wearing Hugo Boss make me feel sophisticated, elegant/modern? Reflect characteristics of their target audience? Inform me about [...]
The word “throwawayism” gives a little over 24000 hits on Google. Iittala has an opportunity to start owning this new made up word! Well, hopefully in the construction “against throwawayism”. From the Iittala philosophy : Have you noticed how easy it is, in our shopping-oriented world, to crowd your home with meaningless things? You find [...]
AdAge lists the Avis “we try harder” campaign (1963) at #10 in the top 100 advertising campaigns. And for a reason: it was a well executed campaign combined with a well executed total brand experience. It is still one of the best examples of what repositioning a brand in consumers mind can do. If Hertz [...]
There is no doubt about it: the Porsche Panamera is a great looking Porsche! It has all the beautiful Porsche design details and it looks way more part of the family than the Cayenne. The Panamera advertisement in the newspaper reads: Until now, you had to choose between a four-door car and a sports car. [...]
Over the last year or so there have been many remakes, sequels and spin-offs of old TV series. We had The Knight Rider, Beverly Hills 90210, Melrose Place and now in the beginning of November we will see V. I find it very interesting to follow feedback on these new versions of old series. It’s [...]
