Marketing

Commentary
7:30 am
Wed February 15, 2012

Even Buildings Need Branding

One Memphis Place

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? 

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Commentary
1:19 pm
Thu November 17, 2011

Duct Tape Needs No Advertising

When was the last time you saw an ad for duct tape?
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.

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Commentary
6:00 am
Wed November 9, 2011

Advertising Works, Especially on Image

Rolls-Royce will try to attract younger, affluent drivers while retaining their strong appeal to well-heeled, older buyers.
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.

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Commentary
8:16 am
Wed October 19, 2011

When Companies Grow Up

A FedEx Airbus A310-200 taxis for takeoff.
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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