Company Mission To inspire people to "uncap what's inside" and express themselves creatively!
Sharpie is a household brand. They are known for being permanent, and they are permanent to stay. People use Sharpies to wrjte notes, set reminders, make presentations, brainstorm, write on casts, get autographs, and my personal favorite: punish drunk friends. They offer an array of point sizes, grips, and sizes in many different vibrant colors. I think that is what makes Sharpie popular - its distinctive bright colors make blending impossible. It makes writing ideas more simple.
If you want your message to be seen, use a Sharpie.
Their advertising target consumers' memories by emphasizing moments when you have used them in the past. It makes your Sharpie feel like a buddy.
With just a 0.9% share of the American beer market, it may surprise you that it is the largest American-owned beer company.
Samuel Adams is a perfect demonstration of using transparency to attract customers. Even if you are no beer aficionado, Jim Koch, who is the founder, brewer, and face of the commercials, educates you on the subject. He and his workers show you how they make their beer:
Not only does Jim Koch educate you on how they brew beer, but he educates you on how good their beer is. Take this ad:
Sam Adams provide a variety of craft beer nationwide. They have plenty of core, seasonal, extreme, and Barrel Room Collection beers to try. The taste-testing never ends.
This is the type of advertising campaign that I like - one that works. If you don't believe me, check out these financials. If that doesn't convince you, compare SAM to BUD here. Once they started these ads, the company grew.
Each ad ends with a simple tagline: "Take pride in your beer." People are starting to take pride in Samuel Adams.
Lessons from Jim Koch
"You have a viable business only if your product is either better or cheaper than the alternatives.
If it's not one or the other, you might make some money at first, but it's not a sustainable business."
"Find a way to show how your product will help customers accomplish their objectives. If you can't, then you're wasting your time because even if you sell them your product, they're not going to buy it again. And if it's a bad experience for them, you're better never having made the sale. "
As imported beer sales in America were falling, Dos Equis introduced "The Most Interesting Man in the World." He was. As a narrator described him using witty one-liners, you saw a badass, sophisticated man. As men around the America told their friends about him and passed jokes around the office, Dos Equis sales increased 22% in a declining sector.
Big beer brands have for years been advertising humorous campaigns, but none caught fire like this one. When these commercials came on, people made everyone else in the room be quiet. They were hilarious.
During Shark Week, the ran commercials saying, "Sharks have a week dedicated to him."
If you were above drinking beer, it didn't matter because so was he. When he did drink beer though, he drank Dos Equis. He was a very agreeable guy.
Every guy wanted to be him, every girl wanted to date him, and everyone got thirsty as he said, "Stay thirsty, my friends." This interesting man who everyone loved was calling people his friends. People loved him, and he made them thirsty...so people bought Dos Equis. Possibly the greatest beer campaign ever.
Company Mission: To bring inspiration and innovation to every athlete in the world.
Nike, the Greek goddess of Victory, is truly a god of victory. Its numerous campaign with athletic idols such as Michael Jordan, Tiger Woods, and FC Barcelona shows their good eye for the best athletes in the world.
When I visited Camp Nou, FC BArcelona's stadium I'm pretty sure that I saw the world's largest Swoosh [image here]. People can tour the stadium, walk through the museum of trophies, and of course the walk-through ends in a Official Nike Store. The stores have a strong international presence as the premier athletic brand.
Marketing Moves:
Just Do It.
These words took Nike from an 18% sneaker market share in 1988 to 43% in 1998. Those are some fortunate numbers coming from the sportswear powerhouse. They positioned this slogan when spandex was in and people starting feeling like they need to work out to stay healthy. "Just Do It." captured this essence, as advertising director for Nike U.S. Chris Zimmerman put it, "It captures the whole sense of people realizing their self-potential and just being able through athletics to strive for goals and achieve a lot of things that people might think were unachievable."
No wonder it is Advertising Age's number 2 top slogan of the century.
Nike was founded by University of Oregon track runner Phillip Knight and his coach Bill Bowerman. Since then, Nike has been very generous to the university. Nike creates a new jersey for every home football game. Nike even used visual tricks to make Oregon look faster.
Nike Oregon Project is a project put in place by Vice President Tom Clarke where lost distance runners live and train in Nike's facility that promotes red blood cells and increases athletic performance. The Oregon Project coach Alberto Salazar won the New York City Marathon from 1980-82. Nike has come under scrutiny for "cheating the system" because the project has been so successful.
This commercial shows how advertisers are using technology to simplify an idea and implant it into your brain. Here is how they do it:
Show flat pieces of paper walking around like people to get the viewer wonder, "what is that?"
Start talking about treating people as people instead of a piece of paper. Remind them of how good it feels to be treated like a person.
Turn the paper into a person so they realize that they will be treated like a person if they use Aviva.
They used the "paper into person" analogy to portray the message, but could not have done so without such animation technology. Usually advertisers use animation to tell a story but this use of animation is only used to integrate visual cues, auditory cues, and reason into our understanding of the message. It doesn't matter if you didn't pay attention to the ad: if you saw and heard the ad, because you've been incepted.
Criticism:
At the end, instead of saying "Life + Annuities," I would've added a catchphrase at the end like "We treat you like a person." to fit the message and let those who couldn't hear or get the message see it.
Mission Statement StumbelUpon helps you discover and share great websites.
StumbleUpon has redefined the word "stumble." You set up an account, pick your interests, stumble the web, and "Like" the ones you like. If you use it often, StumbleUpon gets very good at knowing what you desire from the web. You
