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Brand Strategy

Super Bowl LVII Commercials and Timeline

February 12, 2023
Advertising, Brand Strategy
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Here is every ad, every scoring play, and more from Super Bowl LVII (57) on February 12, 2023.

I loved the ads featuring dogs (Amazon and Farmer’s Dog), the very edgy Blue Moon ad that gave the spotlight to two bland competitor brands, and the Google Pixel 7 ad showing amazing new technology.

super-bowl-57-game-and-ad-log-2-12-2023Download

The ARC of Marketing

September 24, 2022
Brand Strategy, Sage Thoughts
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I just looked up MARKETING on Wikipedia. I have a headache. Here’s what Wiki says;

Marketing is the process of exploring, creating, and delivering value to meet the needs of a target market in terms of goods and services; potentially including selection of a target audience; selection of certain attributes or themes to emphasize in advertising; operation of advertising campaigns; attendance at trade shows and public events; design of products and packaging attractive to buyers; defining the terms of sale, such as price, discounts, warranty, and return policy; product placement in media or with people believed to influence the buying habits of others; agreements with retailers, wholesale distributors, or resellers; and attempts to create awareness of, loyalty to, and positive feelings about a brand. 

That’s one sentence. It has one period, which comes after the late and singular appearance of the word “brand.”

Maybe we need something simpler and more memorable. How about this:  Marketing is an ARC:  The business of Acquiring, Retaining, and Cultivating CUSTOMERS.

Acquire:  Attract customers you don’t already have.

Retain:  Keep the customers you have, work to keep them satisfied.

Cultivate:  Grow spending and engagement from the customers you have.

What do you think?

I’m Three Degrees of Separation from Don Draper

February 23, 2022
Advertising, Brand Strategy, Sage Thoughts
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I came across this “baby” at the Smithsonian Museum of Natural History in DC last week. https://geogallery.si.edu/10002811/rosser-reeves-star-ruby

The Rosser Reeves Star Ruby was donated to the Smithsonian by Mr. and Mrs. Rosser Reeves in 1965. Rosser Reeves was an American advertising executive and pioneer of television advertising. His ads were focused around what he coined the unique selling proposition (USP), the one reason the product needed to be bought or was better than its competitors. These often took the form of slogans such as M&M’s “melts in your mouth, not in your hand.”

Don Draper, the main character in Mad Men, is based on Rosser Reeves. It was Reeves who created the “It’s Toasted” slogan for Lucky Strike cigarettes. In “Mad Men,” Don Draper saves the Lucky Strike account with his last-minute “It’s Toasted” pitch.

Now, here is where it gets local. Rosser Reeves son, Rosser Scott Reeves, Jr., was our neighbor right here in Little Rock. Not only was Reeves Jr’s dad the real-life Don Draper, but his uncle was the even-more-famous David Ogilvy. Talk about a marketing pedigree!

And that’s how I’m three degrees of separation from Don Draper.

Rosser Reeves Star Ruby at Smithsonian National Museum of Natural History, Washington, DC