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.
Try to walk five blocks of any major city in the U.S., and you’re bound to come across at least one of Starbucks's 13,279 coffee shops. And if Starbucks has its way, a cup of tea could be the next cup of Joe.
"The reason why I can produce beautiful sweatshirts with tons of needlework and paneling and gussets, and custom hardware, is because I’m investing way, way more into my product than my competitors are."
The "Greatest Hoodie Ever" is a bold claim. But American Giant makes a case for itself.
"[The challenge] is getting communities and getting companies to truly keep pace with every single individual because this"—she waved her iPhone—"is enabling them," she said. "If you want to keep the next generation and if you want them to be united, you have to see this is how they live. You have to blow up all your existing policies—everything!—and rebuild them around this."
This summer, we asked Burberry CEO Angela Ahrendts about her company’s greatest challenge. That her first thought was to compare Burberry’s hurdles with that of Apple’s is telling.
Today, Apple named Ahrendts as the company’s new senior vice president of retail.
Starbucks trademarked “Duffin” (doughnut-muffin mashup), and immediately received backlash. Welcome to #duffingate.