In the Maine backwoods, a loner with no TV or hot water heater lives mostly in obscurity, even as his face is plastered on beauty products sold around the world.
Dormant for years, the world’s greatest salsa label is back and celebrating its 50th anniversary. How a new digital strategy and smart branding have revitalized—and returned to profitability—this major cultural institution.
“We’re somewhat the uninvited guest,” says Cliff Marks, president of sales and marketing at NCM Media Networks, which produces the program. “No one comes to the movies and says, ‘I wonder what’s going to be in the pre-show.’ But since we’ve created this show, you wouldn’t believe how great the consumer response is.”
When it launched in 2002, he says, people booed and threw stuff at the screen. Today, in surveys, 95% of viewers say they like it.
"People can copy your model but they can’t necessarily copy your brand. A brand is a point of view and a world you create." - Warby Parker’s Neil Blumenthal on Focus
It’s a simple idea: On May 3, bag your clothes, press the “Spring” option in the Uber app, and bring your bags out to the Uber car when it arrives. That’s it.
Why doesn’t the tech industry use mascots as much as other industries? The answer is more nuanced than you’d think.
“You want your image to be consistent and thoughtful and what comes up at the top of a search to match that. So, go ahead and Google yourself.”
"The resulting campaign was, in true Portland fashion, unconventional. Understanding that young locals prefer to discover things instead of being told what to buy, Helm suggested a subtle campaign focused on billboards. "It had no call to action, no name of the team, no mention of the sport, no URL," says Helm."
"What auto manufacturers, along with much of corporate America are missing here is that the vehicles to freedom and personal identity have changed for this generation. The sooner brands get a grip on this reality the sooner they can make adjustments in how they market to and communicate with this core group, which is essential to their long-term success."
*Santa* is a registered trademark of santaclaus global enterprises incorporated. And don’t you forget it.
One way for a brand to create awareness is with a surprising new product that gets people talking. Some people probably remember exactly where they were the day they found out Taco Bell’s Doritos Locos Taco would be a thing, such was the excitement the chip-encrusted foodstuff generated. This urge to innovate, however, also renders companies ripe for parody. If they’re so eager to make a product that qualifies as “unbelievable” within a rigidly define area of safety, just imagine what lies beyond those boundaries. Oh wait, you don’t have to—someone’s already done it.