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Love that ad. Made in Montreal, QC, of course.
I am Phil.
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"Not long ago, I was having a quiet lunch with some backpackers in the lazy fishing village of Mamallapuram, India. The topic of our occupations came up. It turned out I was seated with a cook and a schoolteacher from Britain, an architecture student from Sweden, a conceptual artist from France with her boyfriend, and a French factory worker employed by Airbus to paint its planes.
“So, what do you do?” the Frenchman asked me pleasantly when it got to my turn. Let me stop right here to say that if you have been in this business long enough, you know what is coming next. As much as I would have preferred to keep chatting about the heat, Deli-belly, and Barack Obama, I knew it was time to take my whoopin’. I put down my Kingfisher, straightened up in my seat, leaned forward, looked him in the eye, and said, “I work in marketing and advertising.” Then I sat back." -
We were asked to think of one of your favorite brands and come up with a brand mantra to capture its positioning. This brand analysis tool is pretty powerful, as one can see immediately who is their target audience and what positioning the company goes for. As it is college students it can’t be “haut-de-gamme” but something affordable, still classic (college is full of people who judge others, just like high school, right?) and provides the customer with a casual product (everyone wants to be relaxed these days!).
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This ad is just hilarious. And my Global Branding teacher will agree as she tried to position Wilkinson against Gilette who developed all those fancy things man suddenly in their shaving experience.
Personally, I caught myself thinking that I wouldn’t want to give up my Gilette Fusion razor. Gilette marketing department, good job!
BIC, you’re funny. I appreciate that! And as it is a commercial in Canada, see the French version of it.
RoboRazor (by BiCCanada)
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Last session we talked about brand elements, such as slogans. We were asked to pick our three favorite slogans and analyse them in terms of how they contribute to to the company’s brand equity.
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We were asked to come up with two brands that basically dominate a market and complete several tasks in a brand analysis. This also includes an Austrian perspective. Here’s what I came up with: McDonalds versus Burger King.
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Where Wal-Mart Failed, Aldi Succeeds - NYTimes.com →
A really interesting article on how Aldi went to the States, what challenges they face with customers, stereotypes on private brand labels and customer education.
“It’s strudel season!”
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Causa Weird Brand
I was afraid of someone else posting the Snuggie as a weird brand and thus went for 1 800 DIVORCE. However, here is a picture of one my friends from my exchange semester wearing my own snuggie. For you can’t talk about weird and not mention this piece of innovation.
In a nutshell: they convinced me. Just like Tempo toilet paper convinced my brand management professor. Too much information? Nahh!
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Touch him. And you touch everything he’s touched.
Really love this ad campaign because it just confirms my sometimes ridiculous germophobia. (On that note, my housing situation during my exchange semester forced me to live with it and I seem to get better and better at it…)
I really like the slogan of it and I would think that the urinal version is shocking enough for some people to actually let a slight fear of germs arise in them. OK, maybe I’m overdoing it, but maybe something thinks “Gee I wonder where that guy had his hands just before he shook mine!” and that’s where Sanitol’s selling point comes in after all, no?
(Source: adsoftheworld.com)
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An Average Day In The Fabulous Life Of Phil Asch.
I’d like to add two additional comments to this brand time line. One, having drawn up a list of brands I encounter during a very average day, do you realize how much this says about a person? Two, how many brands did I leave out just because I can’t force myself to come up with them? There’s simply certain products where the brand is of zero importance to you… But then again have you ever served a Starbucks addict something other than his vital juice?
Theme: Linear by Peter Vidani
