Marketing

Everybody knows brand names are important. And that picking a good name up front can save millions and years building brand awareness. But an office building name? 

Marty Haas / fotolia.com

If you Google duct tape, you’ll discover that there are eleven million, seven-hundred-thousand results.  For duct tape.  An industrial product.

Duct Tape was made first by Johnson and Johnson in nineteen-forty-two.  First use was to tape ammunition boxes during World War II because it was moisture-proof.   GIs also used it to repair guns, Jeeps, airplanes, almost everything.

EventImages21 / fotolia.com

Rolls-Royce has hired its first advertising agency in America.  The task for the agency is to create a new, younger image for the car that is a cliché for wealthy, old men with chauffeurs.  

The company believes its appeal to well-heeled, older buyers remains strong, but Rolls-Royce wants to capture younger, affluent drivers as well.  Word is that the agency is likely to utilize a lot of live, promotional events, as opposed to traditional media advertising.

When Companies Grow Up

Oct 19, 2011
Adrian Pingstone / WikiMedia Commons

Almost all companies start out doing one thing.  Terminix sold termite control.  Added pest control; now blows insulation.

Remember when Kraft meant cheese?  Now Kraft means everything from salad dressing to cigarettes.

FedEx, too, used to mean just one service: absolutely, positively overnight delivery service.  Now add trucking, office supplies, printing and I’m sure there’s more I don’t know about.

So now comes a new FedEx advertising campaign designed to "tell all the cool things we do to help people solve problems."

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