A simple question - what happens when the excitement of a concept turns to the hard work of implementation?
You didn't think Microsoft was still around did you? That is, in the mobile phone market. With iPhone and Android emerging as the top mobile OSes, Windows Mobile 6.5 has merely been hanging in the shadows.
I have spoken to many business leaders who have said something to the effect of "I know exactly who we are and what our brand stands for and means to our customers." But is that really what we're striving for?
Last week I talked about the success of the Old Spice, "Smell Like a Man" campaign, and this week I want to talk about what really matters, business impact.
Despite the viral success (20+ Million Views) on YouTube, the direct performance of the ad campaign has been less than stellar. It is a huge shift in positioning for the classic brand (See the commercials progression below) and so far it is not smelling so fresh.
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I recently read Harvard Business Review's interview with Howard Schultz about his return to Starbucks.
India joined an elite group last week - one of only a select few that has a unique typographic symbol to represent its currency.
If there truly is consumer yearning for honesty, craftsmanship, and simpler times, the posers will be called out, the genuine will thrive, and the Jeep commercial will be right.
When a company is going through a rebranding process, it is important to constantly clarify the answer to the question "Who is this for?"
By now, most people have seen or heard of the brilliant Old Spice guy twitter video responses. The campaign produced 30 second videos at a rate of sixty a day for three days! How in the world did they pull it off? And is it on brand for Old Spice?
Sound can definitely be an interesting extension of a brand - one that can add meaning and experience. But creating a branded sound with a wide sweeping, flexible, global system? Of course its Coke who once again shows us how its done.
