Back Seat Marketers

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 […]