• Home
  • About
  • Archives
  • Our Book
  • Contact

“8 Best Brand Moments from 2019” (including some good #M4BW examples)

January 27, 2020 by Joe Cannon Leave a Comment

It’s that time of year when “best of” lists come around. I enjoy these lists because an expert (hopefully) pulls together some great marketing examples from the last year. The result is “brand storytelling [examples]… from the deadly serious to the seriously silly.” The list includes a bunch of examples that slipped past me–maybe I am not the target market, but it looks like our students often were. So check out “8 Best Brand Moments from 2019” (CMO by Adobe), where you can learn more about fascinating campaigns from Gillette, Taco Bell, Volvo, Nike, IKEA, P&G, Adobe, and Wendy’s — most of which have pretty cool videos you could show in class to stimulate laughter and/or discussion.

To whet your appetite, I am posting the Volvo video, “The EVA Initiative: Equal Vehicles for All” (#M4BW) below:

Filed Under: #M4BW, Chapter 08, Chapter 13, Chapter 15, Chapter 16, Video, Viral campaign

Apple Advertising Over 40 Years

April 5, 2016 by Joe Cannon Leave a Comment

Many of our students love Apple products and the brand in general. It usually ranks in the top 2-3 most frequently mentioned when I survey my students to share their favorite brands. Our textbooks use an Apple case study to open chapter 5 (Consumer Behavior). Over the last 40 years, Apple has produced some truly memorable advertising. Some have called the Apple 1984 Super Bowl commercial the greatest ad ever. I personally like the “Think Different” campaign and enjoy using it to demonstrate differentiation and positioning. Over at The Next Web you can find “The 40-year evolution of Apple ads” (April 5, 2016). It offers some commentary sprinkled between 12 ads from over the years. Most of the ads are from the last decade.

These ads could be shown to demonstrate how Apple’s strategy has evolved over the years — or a few could be shown to introduce chapter 5 and foster a discussion of this chapter opener. The ads could also be used to show how the personal computer market evolved (product life cycle) or as examples of advertising when that is covered in class. The video below provides a look at Apple’s history in 40 seconds.

 

 

Filed Under: Advertising, Consumer behavior, Product life cycle, Video

Mercedes Benz’s driverless car prototype

April 29, 2015 by Joe Cannon Leave a Comment

The driverless car is a reality. This video might be fun to drop into a lecture on the external market environment — to stimulate a discussion of technology. What markets will the driverless car influence? How will it change law enforcement? What about bars and restaurants — which may have more demand as people can stay out and drink without having to drive home? There are predictions that driverless cars will have many fewer accidents? What are the implications for the automobile insurance industry? What about demand in hospital emergency rooms?

These discussions will help students see the need to monitor technological changes that may not immediately appear to impact their business. The emergence of the driverless car (which now seems inevitable) will impact many different product-markets. There might also be a discussion of consumer behavior (some consumers may love this idea, it may be a challenge for others) or the product life cycle (how do you introduce this product to the market) or new product development (the role of prototypes).

The video shows Mercedes Benz’s driverless car prototype.

Filed Under: Consumer behavior, External market environment, New-product development, Product, Product life cycle, Video Tagged With: Technology

Caterpillar Uses Viral Video in “Built for It” Campaign

March 10, 2015 by Joe Cannon Leave a Comment

Many of the most creative campaigns are for consumer brands — so I really enjoy seeing a B2B brand do something creative. Caterpillar (the high quality, premium priced tractor and heavy equipment maker) has been running a campaign for about a year now: “When you choose Cat®, you get what you pay for — durable and reliable equipment, and long-lasting relationships. Discover what we’re built for…” They have released a series of five (so far) clever videos that demonstrate their products in action. The videos are great two minute stories. Any one of the videos could be used to motivate topics as diverse as B2B, product quality, premium pricing, promotion — even international. One of my favorites is this play on the old game of Jenga but using 27 blocks that weight 600 pounds each:


We have also posted this at Learn the 4 Ps.

Filed Under: B2B, Price, Product, Promotion, Publicity, Video, Viral campaign Tagged With: Value

Carlsberg Does it Again…

February 9, 2015 by Joe Cannon Leave a Comment

As you may know, I am reluctant to promote alcohol commercials. Still, I sometimes show them in my classes — many are quite good. Some of you may prefer not to show ads like this to your students. Others of you may figure that it cannot hurt and such ads are often funny and can be used to demonstrate interesting marketing concepts. We have previously posted one of Carlsberg’s ads. In this one Carlsberg creatively tries to position the brand around friendship.

This ad/viral video  made me smile, too. I hope it brings a smile to your face, too.

Filed Under: Advertising, Positioning, Video

  • 1
  • 2
  • 3
  • …
  • 30
  • Next Page »

Categories

  • #M4BW
  • Advertising
  • B2B
  • Chapter 01
  • Chapter 02
  • Chapter 03
  • Chapter 04
  • Chapter 05
  • Chapter 06
  • Chapter 07
  • Chapter 08
  • Chapter 09
  • Chapter 10
  • Chapter 11
  • Chapter 12
  • Chapter 13
  • Chapter 14
  • Chapter 15
  • Chapter 16
  • Chapter 17
  • Chapter 18
  • Chapter 19
  • Competition
  • Consumer behavior
  • Cross-functional
  • Customer service
  • Demographics
  • Ethics
  • External market environment
  • Flip Exercise
  • Integrated marketing communications
  • International
  • Legal
  • Logistics
  • Market research
  • Marketing strategy planning
  • New-product development
  • Place
  • Positioning
  • Price
  • Product
  • Product life cycle
  • Promotion
  • Publicity
  • Retailing
  • Segmentation
  • Selling and Sales Mgmt
  • Service
  • Social media
  • Social responsibility
  • Strategy planning
  • Sustainability
  • Teaching Technology Tips
  • Tips for Teaching
  • Tips for Technology
  • TV Commercial
  • Uncategorized
  • Video
  • Viral campaign
  • What's Now?
  • Word-of-mouth

Archives

  • June 2020
  • May 2020
  • April 2020
  • March 2020
  • February 2020
  • January 2020
  • December 2019
  • November 2019
  • October 2019
  • September 2019

Copyright © 2021 · Lifestyle Pro Theme on Genesis Framework · WordPress · Log in