Warby Parker Means Business
In the words of the co-founder Neil Blumenthal, Warby Parker is a “lifestyle brand that sells chiefly to consumers.” And sell they have. Warby has already grown more than 500 percent after hitting its 2010 sales target in three weeks. Between the 1st and 4th quarter in 2012, sales tripled. And this year, Warby caught ...
Chrysler, the Superbowl, and the Troops
Chrysler has positioned itself as America’s brand the past few years. Detroit, Eminem, Clint, Farmers, the Troops…the list goes on. Most have been spot on IMHO, but a few weeks back I heard a vet call into NPR and express his disapproval for the Super Bowl ad (below). The caller said she felt used, like ...
Makers Mark to Follow New Coke?
Maker’s Mark is one of the best selling bourbons in the world. And supply is about to fall short of demand. In MM’s defense, forecasting bourbon or whiskey, which requires years of distilling, is incredibly difficult. In the wake of the shortage, Maker’s Mark is going to water down the existing supply to meet demand. ...
What’s Wrong with the Jamaican Themed VW Super Bowl Ad
Last year during my first year at b-school I had to often times explain how and why my degrees in African American studies and Women and Gender studies and my stint teaching English applied to brand management. I ended up connecting a lot of dots, but I failed to mention the most important attribute: Knowing ...
Best Excuse Ever, One of the Best Beer Ads
El Norte blends corporate responsibility, humor, and amusing social commentary in this beer ad. But this ad knocks it out of the park because it taps into a Gen Y trend and ethos. We live in a world where many young people want to do good, look good, and not block off too much time ...
Wet Wipes, the Other White Wipe
In the world of CPG, all marketing tasks are not created equal. And some products are inherently trickier than others. Sometimes the marketing is more difficult because the product deals with a sensitive consumer issue. Other times, it is such a new platform that consumers don’t totally appreciate the value-a problem that is exacerbated when competitors are competing ...
Miller 64, You Delight Me
Miller 64 followed up on its Living the Dream spot with these two new 30 second pieces. Great to see that the message, target, and brand are all in step with the initial ad (analysis here). Consistent, fun, stylized, connected, and relevant. Great things are coming!
Wes Anderson, Hyundai, and Key Insights
Home life is hectic. Family, kids, cooking…the list goes on. Managing home life is a juggling act. But with more fires. For many, the commute home is a moment of serenity. Hyundai taps into this key consumer insight with their new ad, directed by Wes Anderson. The ad is also a favorite because it taps ...
This is How We Dew-Genius
One of the most challenging things a brand can do is balance consistency and evolution. Brands should strive for symmetry, meaning they should be able to undergo changes but appear unchanged. Think of a good brand like starfish. Mountain Dew has been successfully playing this game for decades. The perennial rebel brand, Mountain Dew has ...