Category Archives: Brand

Does the jcpenney store experience live up to its new marketing?

The new jcpenney logo echoes the American flag

In the last month jcpenney rolled out a bold new marketing plan, implementing a revised pricing strategy, updated logo and sophisticated looking TV commercials and catalogues. Its new positioning line is “fair and square,” which is aimed at simplifying the buying experience and echoing the company’s core values.

The remake has been an impressive effort so far, but I wondered how this new brand experience was being executed in its store. So I took my camera and went to find out. Continue reading


Insightful Video: Sometimes creativity takes time

Sometimes clients  expect inspirational creative work under tight timelines.

Creativity takes time

And while we often make amazing things happen, this video shows why our creative teams always fight for more time.  It’s worth two minutes to watch.

 


Remembering Steve Jobs, the brand master

Much will be written in the coming days about the passing of Steve Jobs and his incredible legacy on many, many levels.

His unrelenting drive for innovation created entire new industries and products that changed the world.  He was a master at understanding a brand and built Apple into what is arguably the greatest brand of its time.

No use in me rambling about the Apple brand when you can hear it from Steve Jobs himself in this classic video. Relax and reflect in these words from the master.


Keeping the Las Vegas Secret

Geez, with people tweeting, tagging and instantly posting photos on Facebook, it’s tough to keep a secret these days.  And that’s the driving force behind the new evolution of Las Vegas’ “What happens here, stays here” campaign. Continue reading


Samsung spot humanizes technology

In its new TV spot for the Galaxy S II phone, Samsung shows how to humanize technology. Brand connects with the heart. Great job.


Pac Sun uses Sinatra to hit hard on brand message

Watching the MTV Music Awards tonight, I was entertained by Pac Sun’s 1:00 commercial,which features a throw-back Frank Sinatra song, “Call me Irresponsible (1963).” Of course the kids said they’ve seen this spot “a million times already,” but for me it was the first. Which is a sign that PacSun is correctly placing their commercials on shows watched by teenagers (and not me).

The spot is a fun mood-setter –featuring musicians, artists and action sports athletes having fun and taking risks: a couple jumps into a pool with their clothes on and then two girls trade bikini tops while driving down the road in a convertible.

As in most great brand spots, the message is not so much about the product, but about aspirations of the target audience. A way for the retailer to connect emotionally. Pac Sun’s CEO Gary Schoenfeld says the “Dress irresponsible” campaign is about “enjoying life, friends and embracing one’s own sense of style.”

This spot was released a month or so before back-to-school shopping, which is probably why my kids unknowingly found themselves shopping there this summer as we stocked up for school.  Nice job Pac Sun.


Southwest Airlines cashing in on “Bags Fly Free”

I was not surprised to see the new report out from the U.S. Bureau of Transportation Statistics which shows Southwest Airlines carried more passengers in 2009 than any other airline. And at a time when total passenger count was down 5.3 percent, Southwest only lost 0.6% last year.

Not only does Southwest lead in number of passengers, it also leads in advertising spending in the travel industry.

So over the last few months, whenever the conversation has turned to “advertising, the economy and what now?” I’ve been asking people this question: Continue reading


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