Why No Branding May Be The Next Marketing Trend

Last summer comedian and actress Mindy Kaling did a series of ads for McDonald’s with a curious omission – she never mentioned the brand. Instead, they would use phrases like “the place where Coke tastes so good” to allude to the brand. It was an interesting strategy and turned a few eyebrows. This week, Heineken launched an entire

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Can Kellogg’s Reinvent Froot Loops As A Lifestyle Bran ...

Fruit Loops

I remember last year I was walking past some trendy retail stores in NY and I saw a few handbags with the Pan Am logo. Apparently there is a whole historical foundation and store featuring all kinds of retro products like t-shirts and travel kits. The airline may have died but the brand is alive. I

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How Hot Dog Water Became The Hottest New Health Drink In Ame ...

hot dog water

Hot Dog Water officially launched this week and you can have some for just $38 a bottle. Before you roll your eyes in disgust, would it change your mind to learn that it helps restore the body’s homeostasis after an electrolyte imbalance? It is only if you read till the end of the small print

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How Brands Become Fixers Of Everything From Potholes To Fake ...

dominos fixes potholes

Domino’s just started fixing potholes on roads, to help your pizza get delivered undisturbed. In response to news stories of kids getting fined by overzealous city officials for running lemonade stands without permits, Country Time Lemonade created a fund to pay their legal fees. Both are stunts from brands taking a short lived Brand Stand

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How To Reinvent A Brand: Lessons From Kodak, Blackberry and ...

crayola makeup

This week Crayola branched out in a new direction by launching its own line of colorful beauty products. In the same week, Blackberry continued their own quest to maintain relevance and resurrect their fading brand by announcing the KEY2 (a new phone featuring a full keyboard) and Kodak showed off the first photos taken on

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How To Sue A Robot And What The TED Conference Is Really Lik ...

conradmaldives

Should technology be a source for hope or fear? That was the question that seemed to emerge this week as I read several stories offering a recap from the TED Global conference as well as new initiatives in natural language search from Google and a legal debate about how and if people should be able

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Why We Love Fake Stories, Perfume That Smells Like Nothing A ...

Rio-Londoneiro

I spent the early part of this week at SXSW and one of the themes of my talk (see slides here) was our shifting relationship to the truth. I believe we must choose to venture beyond our own media bubbles and seek out information from unfamiliar sources. This week the largest ever study of fake news found

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Gender At The Olympics, Diesel Sells Fake Products and Why A ...

The value of branding was questioned in a few stories this week, including one of a perfume store selling scents without the “noise” of marketing or labels and retailer Diesel launching its own store selling knockoffs. Other stories this week feature a fascinating data analysis of what might happen if women and men could compete

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Why Leica Thinks Brand Transformation Is Overrated

I once heard a CEO describe the mentality of many new marketing executives as similar to a dog peeing on a fire hydrant: they are both too focused on engaging in mostly futile attempts to establish ownership. The analogy is slightly off putting, but not all that inaccurate. In that context, this unearthed print ad

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Nokia Wants To Be Known For Digital Health And VR

Though most people still think of Nokia as a cell phone maker, that unit of their business was sold off to Microsoft years ago and the brand has slowly been focusing its attention elsewhere. Now the brand wants to build its reputation around digital wellness and VR. Yet changing this type of long held perception

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