Dedicated to “consumer whisperers, mother targeters and brand guardians,” this video by Toronto-based Open Creative Company satirically celebrates the feats of advertising marketers. It was made as a call for entries appeal for Strategy magazine’s Marketer of the Year. The words and sentiments in “The Marketers’ Anthem” are all too true, but the male voiceover, dripping with tongue-in-cheek gravitas, pokes good natured fun at the achievements of men and women who “moved us to vote, follow, share, pin, tweet, retweet and like” everything from underarm deodorant, cookies, toilet paper and shampoo. The video taps into the bipolar reality of marketing people who are both proud and a bit embarrassed by what they do. On the one hand, they know their marketing campaigns are the engines that drive the economy. On the other hand, they know that their days, months, years are spent debating how to express the exceptional softness of a brand of toilet paper, or the virtues of one floor mop over another, or the desirability of frozen pop-tarts. No one has yet won a Nobel Prize for market advertising, so it is good that the industry hosts its own awards. Only a jury of your peers can really appreciate the monumental accomplishment of making a cleaning product stylish and exciting. Bravo.
Even though today’s consumers are likely to buy their Coca-Cola in a can, the original contoured bottle shape and bright red color are instantly associated with the beverage in every part of the world. Istanbul-based Ayse Celem Design felt no need to call out the product by name, but let shape and color serve as the brand identity for this promotional calendar for Coca-Cola Turkey.
What does a mascot say about a brand? Do manly brand mascots convey qualities that build consumer confidence, likeability, and trust? See if you can identify these brand icons and the product each represents. Then consider what attribute they evoke – tough, unflappable, suave, protective, devil-may-care, jovial, helpful, fearless — and decide whether he is the right guy for the job. See answers after the jump.
Delhaize, a supermarket chain in Belgium, issued its own private label brand of regional wines and commissioned Spanish design studio Lavernia & Cienfuegos to create a label that looked festive and fun and great for casual entertaining. Quirky characters carved out of cork represented the regional origin of each wine in a playful, unpretentious way. The label design positioned the house brand as a value product with personality.
Lately it seems that every webinar, workshop, conference and business publication includes advice on optimizing social media marketing, which is why we thought this study on Twitter and Facebook use would be of interest to our readers. Part of the Gadgetology Report produced by Retrevo, a consumer electronics shopping site, the online independent survey sampled 771 respondents from across the United States (so we can’t tell you how the answers compare with people in other countries.) The Retrevo survey also reveals that men are more than twice as likely to use Facebook or Twitter after sex than women, and iPhone users are three times more likely than Blackberry owners (no surprise there). We don’t have any suggestions on how to calculate this into your social media marketing strategy, but some savvy marketers will understand the ramifications.