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AFLAC- advertised for years with a 40 million dollar media budget, something less then 7%, they switched to Kaplan/Thaler and after the (stupid) duck commercials AFLACS brand recognition became the highest ever tested at 91% recognition --P.R. couldn't do that ;-) (this case study can be found more in Depth in "Bang, Getting Your Message Heard in a Noisy World")
Harley Davidson-came to Carmichael Lynch over 20 years ago on the verge of bankruptcy pleading for help, pro bono, CL accepted and changed the position of the HD brand...obviously HD is still around and CL is still their agency of record (You can find this by doing searches...I learned about it while at CL on a tour)
Young and Laramore created ads for Stanley Steemer that repositioned the brand, took it away from the typical red wine on white carpet and showed the consumer how typical everyday things are what bring in dirt/grime. All the while never showing a piece of carpet. Showed women jogging through puddles, a little girl swinging with dirty feet, kids on the school bus from the dirty floors perspective, tagline is "Living Brings it in, We take it out." They just won an "effie" for effective campaigns
Mini Cooper- Do I really even have to go into how cool, eye catching and buzz worthy CPB's campaign for the Mini was? Did a pretty good job attaching a "brand" to a "new to us" vehicle
Vonage- did you know what Vonage was before the, "People do stupid things, paying too much for phone service shouldn't be one of them" --home videos and pictures of, well, stupid things "bat through window" and snowmobile rider getting launched.
Steak n' Shake- Began advertising for the first time many of the restuarants ran out of buns and other products because the demand was so high. As of recently with the heavy up on the Sippable Sundaes, restaurants have run out of vanilla and carmel due to demand
Got Milk?--not even going to bother you know the results
Porsche-- "In 1986, the company had sold oer 30,000 vehicles in the United States, but by 1993 that figure had dropped below 4,000...Porsche had also done a lot of research that suggested their brand had lost some of its appeal." --Jon Steele, Truth Lies and Advertising Pretty sure that got turned around they changed the negative percepions of the brand and played on the assets.
As for Trout and Ries, I have read their book on Positioning, The Battle for Your Mind and I was just at DDB a month ago for and Ad program. Not sure where you were going with them in your last post.
There is an older book called the "Rise of PR and the Death of Advertising" I really think that idea is going by the wayside. Now there is a push on integration...think of all the agencies that have their own "P.R." agencies. Here is the challenge, is it the traditional P.R. that is getting brands the word of mouth OR is it the new use of alternative media, crazy stunts (people hanging from a billboard playing soccer) inter-media such as the BMW films?
While I was doing a case study on Starbucks at my internship, I also, just for fun, did one on Altoids.
The agency for Altoids, I believe Leo Burnett, didn't do traditional advertising at first. What they did is found the hip people at bars and gave them altoids. Once the yuppies began using Altoids it became all the rage.
And if Starbucks, PR was so successful, why are they now doing advertising..."Glen, Glen, Glen, Glen, Glen's the man going to work..."
Anyways I took sometime to explain my reasoning...if you have anything you suggest I read let me know I enjoy learning and read anything even somewhat related to my field. Hopefully, it will pan out in the beginning job search.
Cheers
Chris
posted by 68.51.105...
, Sat, 26 Mar 2005 08:08:51
, Sat, 26 Mar 2005 06:03:48, Sat, 26 Mar 2005 06:58:42
, Fri, 25 Mar 2005 10:23:31, Sat, 26 Mar 2005 07:01:26
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