Back Seat Marketers

Hey, technology debates and clash of the titans notwithstanding, Adobe is taking it’s message to the masses.

We all don’t have to like it, but it is the perfect only way to respond to the PR battle they are losing with Steve Jobs, the ultimate person as Apple’s brand pitchman. I mean, the company just needs [...]

Can’t help but think that the possible combination of Best Buy and Circuit City is an old school move to get quick hit, bolt-on growth instead of a way to create value for consumers. Honestly, how does a DVD rental chain integrate with an electronics retailer other than products from one are played by products [...]

I really have a distaste for advertising as a premise to shift popular branding opinion. I see it as a means-justify-no-real-ends kind of approach fostered by Madison Ave. when trying to beat last year’s budget with the big ad spenders.
Case in point: GM/Chevy with the “From Gas to Gas Free” in this week’s Economist…

While [...]

Rafe points us to…

So Aquafina is being called out as the middle market product that it is: tap water.
So what’s really the selling proposition for Pepsi on this one? One guess is really that consumers, and a lot of them, are basically buying bottles. Maybe Aquafina has a chance to go one step better by [...]

Campaign: Print, TV
Alright, I’m probably the target on this one, but just don’t see it. You can dance and do sporting events, but Michelob, the campaign is a bit flat. The run schedule is even good, btw.
I’d suggest getting out of the box. Is Mic Ultra refreshing enough to drink as a refreshment after a [...]

Brands build meaning through marketing/public relations, the product proposition and what consumers come to think of it as. Zillow.com is a great resource for finding publicly available real estate information, and more mortgage services companies are using its value estimators.
Zillow.com announced that they intend to build a social community network where neighborhoods can provide [...]