Archive | August, 2013

All times advertising slogans and taglines

19 Aug

 Some of the best all time company advertising slogans and taglines.

This article is developed by blueorangeasia advertising agency in Bangkok.

One of the top agencies in Bangkok, Thailand and Asia

Apple’s “Think Different,    ” Wheaties’ “Breakfast of Champions,   ” Maxwell House’s “Good to the Last Drop,” and—who could forget?—Wendy’s “Where’s the Beef?” among others.

But one Digger wondered, “Where’s I’ve fallen and I can’t get up?” and another called M&Ms claim to “melt in your mouth, not in your hands” a “dirty, rotten lie.” Many alternatives to the top 10 were proposed, including Alka Seltzer’s “Plop Plop, Fizz Fizz” and Pepto Bismol’s “Nausea, heartburn, indigestion, upset stomach, diarrhea.” More than one Digger complained about the omission of “A Diamond is Forever,” but there were few omissions on the encyclopedic list of 337 slogans posted by a Digger named slugicide.

The Hit Parade

“A Diamond is Forever.” Created by N.W. Ayer & Sons, Inc. for De Beers, this slogan has been in use since 1948, ever since Frances Gerety, a young copywriter, dreamed up the famous line in her sleep. Thanks to the 1971 James Bond flick starring Sean Connery, this slogan remains etched in our minds—probably forever.

“They’re G-r-r-r-eat!” Back in the 1950s, Tony the Tiger growled his way into American consciousness with this memorable slogan for Frosted Flakes. Tony’s catchphrase has become one of the longest running and most recognized slogans in TV advertising history. According to AdAge.com, Tony the Tiger’s character has evolved over the years: he stands upright rather than on all fours, has traveled to more than 42 countries, and has a wife and a daughter.

“Gimme a Break, Gimme a Break” Since 1957, Kit Kat’s advertising slogan has been “Have a break…Have a Kit Kat.” The commercials really took off in the ‘80s when boardrooms and newsrooms were shown breaking into song over a chocolaty wafer bar called Kit Kat.

“Rice-A-Roni, the San Francisco Treat” Probably the most famous jingle in American advertising history, the first Rice-A-Roni commercial aired in 1959 and turned a sleepy family business, the Golden Grain Macaroni Company, into a food powerhouse that was bought by Quaker Oats in 1986 for $275 million.

“Nothing Sucks like an Electrolux.” Beginning in the 1960s, the Swedish vacuum maker used this slogan to market its machines to an international audience. Many Americans believed the off-color slogan to be an error in translation. Rather than an idiomatic blunder, however, Electrolux’s campaign was an edgy pun.

“The Best Part of Waking up is Folgers in Your Cup” This line has been featured in every Folgers commercial since the 1960s. Throughout the years, the jingle has been rearranged and performed by many famous musicians, including Randy Travis and Aretha Franklin.

“Hey Mikey…He Likes It!” Created by the Doyle Dane Bernbach agency in 1972 to promote Life cereal, this commercial featured three brothers at a breakfast table daring one another to try a bowl of the “healthy” cereal. Little Mikey, who usually “hates everything,” dives in and quickly devours it, to his brothers’ amazement. When child actor John Gilchrist Jr. outgrew the role, an urban legend claimed he’d been killed by a lethal dose of Pop Rocks and soda. Hardly. He’s still alive and working in movies—as a grip.

“Don’t Leave Home Without It.” In 1975, Ogilvy & Mather created this advertising slogan for American Express. The commercials were among the first to include celebrity cameos, including Jim Henson, Stephen King, and Jerry Seinfeld. In 1985, BBDO responded with “Visa, It’s Everywhere You Want to Be.” And not to be outdone in the plastic slogan war, in 1997, MasterCard brought the heat with “There are some things money can’t buy. For everything else, there’s MasterCard.” Priceless.

“Nothing Outlasts the Energizer. It Keeps Going, and Going…” Produced by DDB Chicago Advertising for Energizer since the 1980s, this is the ageless slogan that accompanied the cool bass-drum-beating, shades-wearing pink bunny that has appeared on more TV shows and movies than the Baldwins.

“By Mennen!” A remarkably successful slogan considering its blithe simplicity, Mennen’s ‘80s slogan accompanied by that three-note jingle proved to the world how easily we are drawn in by simple sounds, pleasures, and deodorants. Mennen is also known for manufacturing “Teen Spirit” deodorant, immortalized in an upbeat little jingle by Nirvana.

“Pardon Me, But Do You Have any Grey Poupon?” Created for Grey Poupon by Lowe & Partners in the 1980s, this ad campaign featured a gentleman eating dinner in the back of his chauffeured car. At a stop sign, another aristocrat pulls alongside the car, rolls down his window, and asks for a spot of the ole Poupon. The strangely effective commercial has been parodied countless times in the real world and in fiction, perhaps most memorably in “Wayne’s World.”

“I’ve fallen and I can’t get up.” Beginning in 1987, Life Alert ran this campaign for senior citizens who experienced medical emergencies while alone. There have been enough allusions to this ad in pop-culture to warrant a list of its own, but Will Ferrell falling off a cliff in Austin Powers only to shout “Help! I’ve fallen down a cliff, and I can’t get up” is a fan favorite.

“This is your brain on drugs.” Launched in 1987 as a large-scale anti-narcotics campaign by a Partnership for a Drug-Free America, this PSA featured an egg (“This is your brain”) and an egg frying in a pan (“This is your brain on drugs.”)

“Be Like Mike.” Created by Bayer Bess Vanderwarker for Gatorade in 1991, this slogan motivated millions of driveway ballers to stick out their tongues and do their best Jordan. Michael Phelps said that this campaign had inspired him to greatness as a youngster. (“Growing up, I always remembered the ‘I want to be like Mike’ ads with Jordan.”)

“Beef. It’s what’s for dinner.” In 1992, in the face of declining beef consumption, Leo Burnett Worldwide came up with this memorable slogan (apparently recognized by over 88% of Americans) for The National Cattlemen’s Beef Association. Accompanied by music from the ballet “Rodeo” by Aaron Copland, this cultured campaign was long the bane of vegetarians everywhere.

“Snap into a Slim Jim” 1992 campaign featured wrestlers Macho Man Randy Savage and Ultimate Warrior yelling and ripping things while attempting to convince American kids that it was cool, and maybe even tough, to eat ConAgra’s snack of beef and mechanically separated chicken parts.

“Got Milk?” Created by Goodby Silverstein & Partners for the California Milk Processor Board, this campaign kicked off in October 1993 with a commercial about a history buff who receives a call to answer a $10,000 trivia question, “Who shot Alexander Hamilton in that famous duel?” Because of a mouthful of peanut butter, his answer is unintelligible and his chance at fortune is squandered. The ad, directed by Michael Bay (“The Rock,” “Transformers”), was named one of the ten best commercials of all time in a USA Today poll.

“Do the Dew” In 1993, Mountain Dew carved a niche for itself in the culture of “extreme sports,” with commercials that featured daredevil stunts, juxtaposed with a bunch of teenage guys saying “been there, done that.” Coupled with its sponsorship of the X Games, Mountain Dew became popular with athletes and slackers alike.

“Once You Pop, You Can’t Stop.” Procter & Gamble spent loads of cash getting this ’90s Pringles slogan stuck in our heads. Who could forget these Stomp-esque ads, that convinced us that our chips didn’t have to come in bags to be percussive?

“What happens here, stays here.” R&R Partners’ 2003 TV campaign for the Las Vegas Convention and Visitor Authority featured various only-in-Sin-City scenarios (a newly minted bride dashing from her quickie wedding to a conference, etc.) and a sexy tag line that rapidly became part of the public lexicon, inspiring innumerable spoofs and even a romantic comedy starring Ashton Kutcher and Cameron Diaz.

“Hooray Beer!” Launched in 2006 by BBDO, Red Stripe’s ad campaign was big on the Internet, pointing out life’s little annoyances and letting the Red Stripe Ambassador (a stately Jamaican guy wearing a sash) “BOO” them: “Boo annoying children, Hooray Beer!”

This article is developed by blueorangeasia advertising agency in Bangkok.

One of the top agencies in Bangkok, Thailand and Asia

More than 400 nominated slogans and jingles were sent to 100 advertising, marketing, and branding professionals on both the client and agency side.

The survey was restricted to taglines and jingles created after 1948 (the advent of commercial broadcast TV).

Informants were asked to rank their top 10 taglines and top 3 jingles based on the following branding criteria:

  • Longevity: Have they endured the test of time?
  • Equity: Have they become synonymous with a company or product?
  • Portability & Memorability: Have they exercised an influence on our culture, media, and language?
  • Originality: Have they broken new ground in the advertising industry?

Nominated taglines and jingles were given a weighted ranking based on the number of votes they received and the rank they were assigned.

The 100 Most Influential Taglines Since 1948

1.
Got milk? (1993)
California Milk Processor Board
2.
Don’t leave home without it. (1975)
American Express
3.
Just do it. (1988)
Nike
4.
Where’s the beef? (1984)
Wendy’s
5.
You’re in good hands with Allstate. (1956)
Allstate Insurance
6.
Think different. (1998)
Apple Computer
7.
We try harder. (1962)
Avis
8.
Tastes great, less filling. (1974)
Miller Lite
9.
Melts in your mouth, not in your hands. (1954)
M&M Candies
10.
Takes a licking and keeps on ticking. (1956)
Timex
11.
When it absolutely, positively has to be there overnight. (1982)
FedEx
12.
Reach out and touch someone. (1979)
AT&T
13.
A diamond is forever. (1948)
DeBeers
14.
Finger-lickin’ good! (1952)
Kentucky Fried Chicken
15.
The uncola. (1973)
7-Up
16.
Let your fingers do the walking. (1964)
Yellow Pages
17.
There are some things that money can’t buy. For everything else there’s MasterCard. (1997)
MasterCard
18.
What happens here, stays here. (2002)
Las Vegas
19.
You’ve come a long way, baby. (1968)
Virginia Slims Cigarettes
20.
We bring good things to life. (1981)
General Electric
21.
Please don’t squeeze the Charmin. (1964)
Charmin
22.
Does she or doesn’t she? (1964)
Clairol
23.
Have it your way. (1973)
Burger King
24.
I can’t believe I ate the whole thing. (1966)
Alka-Seltzer
25.
Come alive! You’re in the Pepsi generation. (1964)
Pepsi
26.
The ultimate driving machine. (1975)
BMW
27.
The quicker picker-upper. (1991)
Bounty
28.
Look, Ma, no cavities! (1958)
Crest
29.
Pork. The other white meat. (1986)
National Pork Board
30.
Pardon me, do you have any Grey Poupon? (1980)
Grey Poupon
31.
Friends don’t let friends drive drunk. (1992)
U.S. Dept. of Transportation
32.
Have a coke and smile. (1979)
Coca-Cola
33.
I love New York. (1977)
NY State Dept. of Econ. Development
34.
Betcha can’t eat just one. (1981)
Lay’s Potato Chips
35.
Think outside the bun. (1998)
Taco Bell
36.
The mind is a terrible thing to waste. (1972)
United Negro College Fund
37.
It keeps going, and going, and going… (1989)
Energizer Batteries
38.
Hey, Mikey…he likes it! (1972)
Life Cereal
39.
This is your brain. This is your brain on drugs. Any questions? (1987)
Partnership for a Drug-Free America
40.
They’re gr-r-r-eat! (1950s)
Kellogg’s Frosted Flakes
41.
The happiest place on earth. (1960s)
Disneyland
42.
Beef. It’s what’s for dinner. (late 1980s)
National Cattlemen’s Beef Assn.
43.
With a name like Smucker’s, it has to be good. (1962)
Smucker’s
44.
Nothing comes between me and my Calvins. (1979)
Calvin Klein Jeans
45.
Is it live or is it Memorex? (1970s)
Memorex
46.
Because I’m worth it. (1967)
L’Oréal
47.
The few, the proud, the Marines. (1991)
U.S. Marines
48.
Our repairmen are the loneliest guys in town. (1967)
Maytag Appliances
49.
Put a tiger in your tank. (1964)
Esso (Exxon)
50.
You quiero Taco Bell. (mid-1990s)
Taco Bell
51.
How do you spell relief? R-O-L-A-I-D-S. (1970s)
Rolaids
52.
This Bud’s for you. (1970s)
Budweiser
53.
When EF Hutton talks, people listen. (mid-1980s)
EF Hutton
54.
It’s everywhere you want to be. (1988)
VISA
55.
I’ve fallen and I can’t get up. (1990)
LifeCall
56.
We make the money the old-fashioned way—we earn it. (1980s)
Smith Barney
57.
Intel Inside. (early 1990s)
Intel
58.
Don’t get mad. Get GLAD. (early 1980s)
GLAD
59.
Like a rock. (1990)
Chevy Trucks
60.
It takes a tough man to make a tender chicken. (1972)
Perdue Chicken
61.
We will sell no wine before its time. (1970s)
Paul Masson
62.
Fly the friendly skies. (1966)
United Airlines
63.
Lifts and separates. (1960s)
Playtex Cross-Your-Heart Bra
64.
Thank you for your support. (1985)
Bartles & Jaymes
65.
Try it, you’ll like it. (1970s)
Alka-Seltzer
66.
Think small. (1962)
Volkswagen
67.
We answer to a higher authority. (1975)
Hebrew National
68.
Get a piece of the rock. (1970s)
Prudential
69.
The world’s favourite airline. (1983)
British Airways
70.
Nothing runs like a Deere. (1972)
John Deere
71.
Leave the driving to us. (1950s)
Greyhound
72.
The world’s online marketplace. (late 1990s)
eBay
73.
Quality is job one. (1979)
Ford
74.
Drivers wanted. (1995)
Volkswagen
75.
Think outside the box. (1990s)
Apple Computer
76.
Bayer works wonders. (1960s)
Bayer Aspirin
77.
The relentless pursuit of perfection. (1990s)
Lexus
78.
The king of beers. (1950s)
Budweiser
79.
Hertz puts you in the driver’s seat. (1961)
Hertz
80.
Cotton. The fabric of our lives. (1989)
Cotton Incorporated
81.
I want my Maypo. (1956)
Maypo
82.
RAID kills bugs dead. (1966)
RAID
83.
Fosters—Australian for beer. (1990s)
Fosters Australian Beer
84.
Catch our smile. (1970s)
Pacific Southwest Airlines (PSA)
85.
Pepperidge Farm remembers. (1970s)
Pepperidge Farm
86.
Solutions for a small planet. (mid-1990s)
IBM
87.
For those who think young. (1961)
Pepsi
88.
My wife, I think I’ll keep her. (1971)
Geritol
89.
Never let ‘em see you sweat. (1980s)
Gillette
90.
I’d rather fight than switch. (1960s)
Tareyton Cigarettes
91.
For fast, fast, fast relief. (1950s)
Anacin
92.
A silly millimeter longer. (1970s)
Chesterfield Cigarettes
93.
Take it all off. (1960s)
Noxzema
94.
The spirit of ’76. (1960s)
Unocal
95.
It’s not a job. It’s an adventure. (1980s)
U.S. Navy
96.
Did somebody say McDonald’s? (1997)
McDonald’s
97.
Ring around the collar. (1968)
Wisk Laundry Detergent
98.
It’s not your father’s Oldsmobile… (1980s)
Oldsmobile
99.
The toughest job you’ll ever love. (1970s)
U.S. Peace Corps
100.
Share moments. Share life. (1990s)
Kodak

Honorable Mention

It’s not just for breakfast anymore. (1980s)
Florida Orange Juice Growers Assn.
I liked it so much I bought the company. (1978)
Remington
Sorry, Charlie. Starkist wants tuna that tastes good, not tuna with good taste. (1961)
Starkist Tuna

Celebrated Taglines Prior to 1948

Only you can prevent forest fires. (U.S. Forest Service)
1944
The beer that made Milwaukee famous. (Schlitz Beer)
1940
Look sharp, feel sharp. (Gillette)
1940s
Better living through chemistry. (DuPont)
1939
The breakfast of champions. (Wheaties)
1935
The pause that refreshes. (Coca-Cola)
1929
When you care enough to send the very best (Hallmark)
1934
Good to the last drop. (Maxwell House)
1926
Ask the man who owns one. (Packard)
1925
Always a bridesmaid, but never a bride. (Listerine)
1923
I’d walk a mile for a Camel. (Camel Cigarettes)
1921
Say it with flowers. (FTD)
1917
When it rains, it pours. (Morton Salt)
1911
The champagne of bottled beer. (Miller High Life)
1906
America’s most famous dessert (Jell-O)
1902
His master’s voice. (Victor Talking Machine Company)
1899
57 varieties. (H.J. Heinz Co.)
1896
All the news that’s fit to print. (New York Times)
1896
99.44% pure (Ivory Soap)
1882
The 30 Most Influential Jingles Since 1948

1.
My bologna has a first name, it’s O-S-C-A-R. (1960s) Oscar Mayer
2.
Plop plop, fizz fizz, oh what a relief it is. (1970s) Alka-Seltzer
3.
Like a good neighbor, State Farm is there. (1971) State Farm Insurance
4.
Double your pleasure, double your fun. (1959) Wrigley’s Doublemint Gum
5.
Be all that you can be. (1981) U.S. Army
6.
For all you do, this Bud’s for you. (1970s) Budweiser
7.
A little dab’ll do ya. (1950s) Brylcreem
8.
It’s the real thing. (1970) Coca-Cola
9.
Ace is the place with the helpful hardware man. (1970s) Ace Hardware
10.
You deserve a break today. (1971) McDonald’s
11.
Sometimes you feel like a nut, sometimes you don’t. (1953) Peter Paul Mounds/Almond Joy
12.
I’d like to teach the world to sing… (1971) Coca-Cola
13.
I wish I were an Oscar Mayer Wiener. (1965) Oscar Mayer
14.
Two all beef patties, special sauce, lettuce, cheese, pickles, onions, on a sesame seed bun. (1975) McDonald’s
15.
Things go better with Coke. (1963) Coca-Cola
16.
In the valley of the jolly–ho-ho-ho!–Green Giant. (early 1960s) Green Giant
17.
There’s always room for J-E-L-L-O. (1950s) Jell-O
18.
I’m a pepper, he’s a pepper, she’s a pepper… (1970s) Dr. Pepper
19.
Just for the taste of it, Diet Coke. (1986) Diet Coke
20.
See the USA in your Chevrolet. (1950s) Chevrolet
21.
Nobody doesn’t like Sara Lee. (1972) Sara Lee
22.
Nothing says lovin’ like somethin’ from the oven. (1957) Pillsbury
23.
What would you do for a Klondike Bar? (early 1990s) Klondike Bar
24.
Winston tastes good like a cigarette should. (1954) Winston Cigarettes
25.
If you’ve got the time, we’ve got the beer. (1980s) Miller Beer
26.
You’ll wonder where the yellow went when you brush your teeth with Pepsodent. (1953) Pepsodent Toothpaste
27.
Here’s to good friends. (1978) Lowenbrau Beer
28.
Rice-a-Roni, the San Francisco treat. (1961) Rice-a-Roni
29.
Away go troubles down the drain. (1956) Roto-Rooter
30.
Maxwell House coffee pot percolator theme (1961) Maxwell House

Honorable Mention

Meow, meow, meow, meow… (1976)
Ralston Meow Mix
I am stuck on Band-Aids ‘cause Band-Aids stuck on me. (early 1980s)
Band-Aids
Intel inside logo — four-note theme (1994)
Intel
This article is developed by blueorangeasia advertising agency in Bangkok.

One of the top agencies in Bangkok, Thailand and Asia

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Why Brands Die and Marketing Budgets Get Wasted in Thailand

18 Aug

1

1:    Probably because there are so many terrible UNCREDIBLE UNQUALIFIED  ‘make it up as you go along’  marketing agencies/suppliers with an entire senior management having NO relevant credible experience or expertise in the business and NO relevant BA qualification, education or awards,  EVER with ANY accredited MNC global agency network.

2:   Probably because clients in Thailand are consistently exposed to, and accept a very low poor standard and expectation of creative marketing excellence and marketing quality.

3:   So why do so many clients in Thailand work with uncredible unqualified agencies / suppliers?    Are clients insane?

4:   In this part of the world, it seems     ’ Who You Know, not What You Know Rules’.  Or  ‘In The Land of the Blind, The One Eyed Man is King’.

5:  Partnering any of these ‘make-it-up-as-you-go-along agencies’ is a recipe for disaster, failure and suicide for your future.

6: TIME TO STOP COMMITTING SUICIDE?   Why not ask your brand marketing senior partner for their relevant resume, awards, or qualifications?    Or their relevant talent and experience gained in the business from an accredited global MNC agency?

7:  You would never hire a 1 star chef to run a 5 star kitchen,  So why hire 1 star uncredible un qualified agencies / suppliers to market your 5 star brand?

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HILTON MALDIVES HOSPITALITY ADVERTISEMENT

18 Aug
maldives - branding-advertising

This is one brand marketing advert for Hilton Maldive.

HILTON ASIA PACIFIC ADVERTISING PRINT CAMPAIGN.
Official sales and brand marketing material for tourism Asia

#BrandingMaldives  #Digital Marketin g #AdvertisingAgencies  #Marketing # MaldivesTourism

http://www.blueorangeasia.com

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Creation of a new advertising, branding strategy

18 Aug

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While speaking to a group of advertising CEOs recently, we asked how many of them share their business plans with their advertising agencies. Only a small number raised their hands.

It’s not surprising. It seems agencies and clients are equally at fault for this “separate camps” mentality. The important strategic business stuff never leaves the corporate office, and agencies tend to get caught up in the creative execution of assignments to promote sales. The result is that businesses seldom see their agencies as valued strategic partners.

What a waste, and here’s why. A company’s business strategy has a far greater chance of success if it is aligned with the company’s brand strategy. The really great advertisers get together with their really great agencies and make really great brands. So why can’t smaller advertisers and agencies benefit from working this way also? Well, often the business doesn’t have a written business plan. Or, the CEO, president, COO, CFP and VPs shut themselves in a room and brainstorm a business strategy, then they pass it down to marketing for a plan and execution. What a waste of good perspective. Most agencies can offer incredible external insights and bring critical customer data into the mix to make for a better plan.

Here’s an example of a terrific business strategy perfectly aligned with a brilliant brand strategy. In the early seventies, BMW held a miniscule share of the European luxury car market and an even smaller share of that audience’s mind. Mercedes-Benz outsold BMW 3 to 1, establishing its foothold on the U.S. market by promoting its “European Engineering.” However, if you talked to BMW designers, they’d tell you their cars had far superior engineering than Mercedes-Benz’s cars. They would also suggest they designed and built cars with much greater responsiveness to a driver’s actions, providing a better sense of the road beneath and offering greatly enhanced control.

Mercedes, according to BMW, had a smoother ride. However, BMW’s tighter feel and enhanced responsiveness gave drivers the sense they were in complete control, something no other brand of automobile offered. This handling advantage was greatly appreciated by sports car aficionados and car enthusiasts.

Thus, a business strategy was born. “At Bayerische Motoren Werke, we will build highly engineered automobiles and market them to performance-minded enthusiasts.” This new strategy was communicated to all of the company’s employees, strategic partners, suppliers, distributors, customers, sales teams and marketers. And, at this point, with BMW’s agency (Ammirati & Puris) involved in every step of the strategy development, a brand strategy was carefully crafted and aligned for the purpose of advancing an overall corporate message: “BMW, the ultimate driving machine.”

This message was also delivered to the same employees, strategic partners, suppliers, distributors and customers. In three decades, BMW’s business strategy and brand strategy alignment have driven the company to the top of the category, and today, BMW outsells Mercedes-Benz 3 to 1.

This strategy alignment should never be ignored. That is, the two should never operate exclusively, nor should C-level executives and their agencies. We believe combined intelligence, know-how and experience can be of great value to all. Our brand discovery process provides the perfect link. When we facilitate a branding session, we recruit a company’s CEO, COO, VP of marketing, marketing managers, sales managers, folks from operations and someone in the field with a clear pulse on the buyer. Then, we spend half a day in an information-distilling process, identifying simple facts to possible unique selling points and absolute USPs.

And, our proprietary process includes a built-in delivery mechanism to assure the company’s newly discovered positioning is deliverable constantly and consistently. The outcome is the new or revisited business strategy, the basis for the development of a crystal clear and memorable brand positioning statement and, ultimately, the company’s internal and external brand communications strategy.

For all the reasons just mentioned, we always say, “Brand development is not a marketing initiative; rather, it is a corporate initiative.” It must start at the top and permeate from the president to the guy sweeping the floor in the factory, and that’s before we start talking to customers and prospects.

To take this alignment further, let us suggest it can also surface and highlight other issues worthy of exploration… things such as “What’s our business model, our channel strategy, now that the business and brand strategies are  one?” and “Should our vision for the future stay intact, or should we revisit it?”

Here’s the typical scenario: A client wants growth and increased sales (1). (see figure 2.) The agency responds with an ad campaign or some creative execution as the solution (2). This happens all the time; we agencies are famous for it. But, the smarter agency will come back with an insightful argument (like BMW) for business and brand alignment initiatives before any ads are written (3&4). From the outcome of this discovery process, the client, agency and other strategic partners can re-evaluate its distribution strategies, communications, sales networks and processes (5) and even take a fresh look at the company’s vision (6). With this new, linear perspective, sales and growth can now increase, creating a smoother ride to greater success.

So remember, to propel your brand forward, share your business plan with your agency and brainstorm collaboratively with it as your partner. You’ll find the agency will bring a vital external perspective to your strategic thinking and this team approach will lead your company to increased profits.

Brand Platform The Brand Platform consists of the following elements:

•   Brand Vision The brand’s guiding insight into its world.

•           Brand Mission How the brand will act on its insight.

•           Brand Values The code by which the brand lives. The brand values act as a benchmark to measure behaviors and performance.

•           Brand Personality The brand’s personality traits

•           Brand Tone of Voice How the brand speaks to its audiences.

Brand Positioning The distinctive position that a brand adopts in its competitive environment to ensure that individuals in its target market can tell the brand apart from others. Positioning involves the careful manipulation of every element of the marketing mix.

Brand Strategy A plan for the systematic development of a brand to enable it to meet its agreed objectives. The strategy should be rooted in the brand’s vision and driven by the principles of differentiation and sustained consumer appeal. The brand strategy should influence the total operation of a business to ensure consistent brand behaviors and brand experiences.

Brand Tone of Voice See HYPERLINK “http://www.brandchannel.com/education_glossary.asp#BrandPlatform”Brand Platform.

Brand Valuation The process of identifying and measuring the economic benefit – brand value – that derives from brand ownership.

Brand Values The code by which the brand lives. The brand values act as a benchmark to measure behaviors and performance. (See also HYPERLINK “http://www.brandchannel.com/education_glossary.asp#BrandPlatform”Brand Platform.)

Brand Vision See

Branding Selecting and blending tangible and intangible attributes to differentiate the product, service or corporation in an attractive, meaningful and compelling way.

ADVERTISING AGENCY POSITIONING, POINTS OF DIFFERENCE IN THAILAND ASIA

18 Aug

 

ADVERTISING AGENCY POSITIONING, POINTS OF DIFFERENCE IN THAILAND ASIA

 

By BLUE ORANGE UK BRANDING MARKETING ADVERTISING CONSULTANTS | www.blueorangeuk.com

 BRAND POSITIONING IN ASIA

Positioning Affects Every Aspect of Your Communications–And Your Business

Positioning is the basis for all your communications–your packaging and product design, sales promotions, advertising, and public relations. Everything you do must reinforce that position–otherwise you just undermine your marketing efforts and sow confusion instead of confidence. Positioning is serious business. You must choose the right position, for now and down the road.

Do the work now to develop a clear position for your business vis-à-vis your competitors. You’ll ensure that you get the most from your advertising budget. The truth is that with enough money, you can buy success in advertising. Mediocre, unfocused messages from a company without a clear position will generate sales surprisingly well if that company buys enough time or space to pound the message home. But think how much farther that budget could take you if you had a focused message, a unique selling proposition, and a target audience for your offering. Positioning–and the creative approach that grows from it–make the difference.

 

Developing the Positioning Statement and the Tagline

To begin creating your own sense of positioning for your business, answer the following questions with short, articulate answers that relate your offering to your customers’ needs.

  1. What does your business do?
  2. For whom?
  3. What is your biggest benefit to them?
  4. Prove your claim. To what do you attribute that benefit?
  5. How will your customers perceive this benefit, relative to the competition?

 

 

 

Position is that one thing.

That one descriptive sentence or slogan the company is known for.

That one specific idea that first comes to mind about the product.

That one characteristic that sets the service apart from competitors.

For Volvo that one thing is “Safety.”

McDonalds is “A fun place for kids.”

In Jakarta, Indonesia, Bluebird is “The safest way to travel by taxi.”

And everyone knows, Avis tries harder.

Be tangible, and vivid:

“The bank on every block.”

“We’re #2, so we try harder.”

“Welcome aboard, your Highness.”

Be snappy and specific:

“Good to the last drop.” Maxwell House.

“Think different.” Apple computers.

“Quick as a click.” Citibank PC banking.

 

Forget generic or ambiguous:

“Get the sensation.”

“More like the woman you are.”

“You have the power.”

 

 

Asda’s strap line is “Permanently low prices” and they use a large rock which they often place outside their stores to symbolise that their low prices are set in stone and are aiming to always achieve a low price promise. This places them at the lower end of the market.

 

Then Tesco state “Every little helps” this indicates that though they might not be the cheapest they are very price conscience and trying to give their customers the very best value. So they are nearer the low to mid range of the market position.

 

Sainsbury’s strap line is “Good food cost less” now this is in the medium to high position so they are saying that they supply quality food but still aware of the price.

 

Marks & Spencer is simply “Your M&S” now this is in the higher end of positioning along with Waitrose, though M&S also sells mainly clothes it still has a high number of retail outlets and indicates that their food will be high quality to your total satisfaction and of course their foods is higher priced.

 

Brand Positioning.

 

 The object of positioning a brand is to cause people to feel that there is no completely satisfactory substitute for the brand.

 

To position a brand requires that you make choices. Having a position means that the brand will appeal to some people and not others. A brand can be positioned in several ways: offering a specific benefit, targeting a specific segment, price, or distribution.

 

Benefit positioning can be used if the brand perceivably differs in its ability to deliver a specific benefit. The power of a benefit position will depend on how many people care about the benefit and how different the brand is in delivering it.

 

 

Target positioning requires that all a brand’s marketing be focussed on a specific segment. The target may be defined demographically, economically, geographically, ethnically or attitudinally. To work, a target position should cause the people in the target to perceive the brand as superior in meeting their particular needs.

 

Price positioning puts the brand either at the top or bottom of the category. By being the most or least expensive brand in the category the brand takes on a specific identity. Obviously the size of the customer franchise, brand image and profit margins will be affected by this strategy. It is difficult to defend a price position.

 

Positioning by distribution is an often overlooked, but effective strategy. Placing a brand in a channel that is not used by competitors can effectively differentiate it and establish a unique identity. Being the first product of its kind sold in a channel of distribution can cause people to perceive it differently.

 

The importance of a strong brand position is not to be underestimated. It can last for years, even, as in the case of Ivory, for over a century. It may sound like heresy but I believe that neither innovation or quality are, by themselves, sufficient to guarantee that a brand will achieve all that it is capable of in the market place. What makes a position right is difficult to define. Bob Cox, chairman of the Cox group and creator of the long lasting, “ We make it simple” campaign that helped position Honda, says that positioning occurs when a “truth in the product” is connected to a “need of the consumer” by compelling communications. Every product has certain “truths” about it. Not every product has unique truths or truths that are very different from competition.

 

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MERCEDES  BRAND POSITIONING

 

 

Mercedes-Benz car brand

Slogans: Unlike any other.

 Mercedes-Benz. The Future of the Automobile.

  Engineered to move the human spirit.

 

Honda Cars

Slogans:

The Power of Dreams

  It must be love

 Honda. First man, then machine

 Technology you can enjoy

 

 Acura cars (the Honda Motor’s brand)

Ad slogans:

The True Definition of Luxury. Yours.

 Acura. Precision Crafted Performance

  

FIAT Cars

Advertising slogan:

Driven by passion. FIAT.

Alfa Romeo car brand

Slogans:

Alfa Romeo. Beauty is not enough

Power for your control

 

Volvo Cars

Advertising slogan: Volvo. For life 

Subaru Cars 

Taglines:

Subaru. Think. Feel. Drive.

  Driven By What’s Inside

  When You Get It, You Get It

 The Beauty of All-Wheel Drive

  

Ford Vehicles

Advertising slogans:

Ford. Feel the difference.

  Ford. Bold moves. (USA)

Built for life in Canada. (Canada)

 Built for the road ahead.

 Ford. Designed for living. Engineered to last.

 Have you driven a Ford lately?

 

 

 

 

Infiniti vehicles

Marketing slogan:

Infiniti. Accelerating the Future.

 

BMW automobiles

Marketing slogans:

BMW. The Ultimate Driving Machine.

  BMW. Sheer Driving Pleasure.

 The Ultimate Driving Experience.

 

Jaguar cars

Ad slogans:

Born to perform.

  Unleash a Jaguar.

 Don’t dream it. Drive it!

 Jaguar. The art of performance.

 Grace…. space… pace.

 

 

Audi automobiles

Marketing slogans: Keeping ahead through technology.

   Everyone dreams of an Audi.

 

 

Volkswagen, the German car brand

 

Slogans: Volkswagen. Drivers wanted. (US marketing campaign)

  For the love of the car.

  Relieves gas pains.

 

 Surprisingly ordinary prices (UK campaign for VW Passat, Golf, Polo)

Peugeot, the French automobiles

Marketing slogans: Peugeot. Live the pleasure.

 The drive of your life.

  The lion goes from strength to strength.

 

 

Toyota car brand

 

Taglines: Today Tomorrow Toyota. (Europe)

Toyota. Moving Forward.

  The best built cars in the world.

 

           

 

 

 

Rover car brand

 

Advertising slogan: Rover. A Class Of Its Own.

 

 

Land Rover vehicles

Advertising slogan: Land Rover. Go beyond.

 

Chevrolet Cars

 

Slogans:

Chevrolet. An American Revolution

 See the USA in your Chevrolet

 The Heartbeat of America

 The road isn’t built that can make it breathe hard!

  Eye it – try it – buy it!

 

 

Hyundai Motor’s cars

 

Slogans: Hyundai. Drive your way

 

 Always There for You

 Driving is believing

 Prepare to want one

 

 

Nissan Motor’s cars

Taglines: Shift

   Shift expectations.

 You can with a Nissan.

 Just wait you drive it.

 

 Lexus cars (a Division of Toyota Motor)

Advertising slogans:

The Passionate Pursuit of Perfection

 The Relentless Pursuit of Perfection

 

 

Porsche automobiles

Ad slogan:

Porsche, There is No Substitute

 

 

Skoda Auto

Advertising slogans: Skoda. Simply Clever

  It’s a Skoda. Honest.

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The Art of Brand, Marketing Positioning, and the 5 P’s of Successful Marketing in the UK, Hong Kong, Singapore.

18 Aug

*PROBABLY THE BEST ARTICLE EVER WRITTEN ON HOW TO POSITION A BRAND OR PRODUCT.*

If you are creating and launching a new brand or product in the United Kingdom, China, Myanmar, Malaysia, Hong Kong or Singapore  in 2017, the follow superb article will help you.

In 1972 Jack Trout and Al Ries wrote three seminal articles on brand positioning that were published in Advertising Age. Thirty-six years later the merits of their thinking holds steadfast.

This is an excerpt of their article The Brand Positioning Era Cometh.

Remember the Mind Is a Memory Bank.  To better understand what an advertiser is up against, it may be helpful to take a closer look at the objective of all advertising programs – the human mind.  Like a memory bank, the mind has a slot or “position” for each bit of information it has chosen to retain. In operation, the mind is a lot like a computer.  But there is one important difference. A computer has to accept what is put into it. The mind does not. In fact, it’s quite the opposite.
The mind, as a defense mechanism against the volume of today’s communications, screens and rejects much of the information offered it. In general, the mind accepts only that new information which matches its prior knowledge or experience. It filters out everything else.

For example, when a viewer sees a television commercial that says, “NCR means computers,” he doesn’t accept it. IBM means computers. NCR means National Cash Register.
The computer “position” in the minds of most people is filled by a company called the International Business Machines Corp. For a competitive computer manufacturer to obtain a favorable position in the prospect’s mind, he must somehow relate his company to IBM’s position.
Yet, too many companies embark on marketing and advertising programs as if the competitor’s position did not exist. They advertise their products in a vacuum and are disappointed when their messages fail to get through.
Seven Brands Are Mind’s Limit The mind, as a container for ideas, is totally unsuited to the job at hand.

Capture the Mind. Win the Day.

How to POSITION A BRAND
The first step is to identify one specific attribute that sets it apart from competitors. Just because a competitor could possibly say the same thing doesn’t mean you should not use it. The first to plant their flag claims the mountain. While positioning is how you want to be known, it must reflect reality. How the company really is known. Or how it can believably be known.

Example: Avis conducted research that heard employees saying, “We have to try harder because we’re so much smaller.”
Example: The way people really think about the 7-11 store on the corner is “Convenient, but more expensive.”
So you might position them with a slogan that says, “Worth the convenience.” You could even build a campaign around that idea, “Worth the convenience.”
Your positioning statement should reflect the way people really think — using simple language real people really use.  Lay’s potato chips has a campaign using the line, “Let’s do lunch.” The idea is to position Lay’s chips as a companion to your noon meal. It works well because that particular colloquial expression was already floating around in people’s heads, but not associated with another product.

#BrandPositioning  #Branding

Ready to position your company, product or service?  Try this:
Step 1: Make a list of all significant competitors and write a sentence defining their position in the market.
Step 2: Next define the current position of your company, product or service, as it really exists in the minds of consumers.
Step 3: Now identify a specific attribute about your product that can differentiate it from the competition in a way that some consumers will find desirable.

Don’t write just one. Come up with several. Then pick the best, and if one doesn’t stand out as best, then test several. It’s fine if that one thing only appeals to a segment, even a small segment, of your customers. It’s better to be specific than general. And you can amplify other attributes in the ad campaign. So don’t try to be all things to all people.  All at once.

If you have a great position, keep it. Position is that one thing. That one descriptive sentence or slogan the company is known for. That one specific idea that first comes to mind about the product.  That one characteristic that sets the service apart from competitors.

SOME GREAT EXAMPLES OF BRAND POSITIONING STATEMENTS
Maxwell House coffee is “Good to the last drop.”
For Volvo that one thing is “Safety.”
McDonalds is “A fun place for kids.”
In Jakarta, Indonesia, Bluebird is “The safest way to travel by taxi.”
And everyone knows, Avis tries harder.

A BRAND’S POSITIONING STATEMENT SHOULD GENERALLY BE THE SAME AS THEIR COMPANY ‘MISSION’
For a good example, here’s google’s Mission statement (versus brand position, but it’s pretty much the same thing): “To organize the world’s information and make it universally accessible and useful.” All of Google’s new products and services are in alignment with this mission. It’s clear, simple and memorable. It works as a compass and a sword.

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The Best Brands in the world work with us because we produce Better Ideas and Better Results.

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#NewBrandPositioning  #SingaporeBranding #HongKongBranding  #BangkokBranding

 

A BRAND’S POSITIONING STATEMENT SHOULD GENERALLY BE THE SAME AS THEIR COMPANY ‘MISSION’

For a good example, here’s google’s Mission statement (versus brand position, but it’s pretty much the same thing): “To organize the world’s information and make it universally accessible and useful.” All of Google’s new products and services are in alignment with this mission. It’s clear, simple and memorable. It works as a compass and a sword.

 

Creating a Winning Brand Promise

The goal of any brand positioning exercise is to develop a brand promise that is unique, compelling and believable. Any successful brand positioning project must evaluate all potential brand promises against these three criteria – unique, compelling and believable. The winning promise must deliver against all three criteria or it won’t work. The only way to assess this is to measure each of these for each brand promise option with each key target audience.

As an example, we explored the following potential brand promises for Rochester, New York. This is how one target audience, current residents, evaluated them:

 

Getting Into the Mind of the Consumer

The easiest way of getting into someone’s mind is to be first. It is very easy to remember who is first, and much more difficult to remember who is second. Even if the second entrant offers a better product, the first mover has a large advantage that can make up for other shortcomings.

However, all is not lost for products that are not the first. By being the first to claim a unique position in the mind the consumer, a firm effectively can cut through the noise level of other products. For example, Miller Lite was not the first light beer, but it was the first to be positioned as a light beer, complete with a name to support that position. Similarly, Lowenbrau was the most popular German beer sold in America, but Beck’s Beer successfully carved a unique position using the advertising,

“You’ve tasted the German beer that’s the most popular in America. Now taste the German beer that’s the most popular in Germany.”

Consumers rank brands in their minds. If a brand is not number one, then to be successful it somehow must relate itself to the number one brand. A campaign that pretends that the market leader does not exist is likely to fail. Avis tried unsuccessfully for years to win customers, pretending that the number one Hertz did not exist. Finally, it began using the line,

“Avis is only No. 2 in rent-a-cars, so why go with us? We try harder.”

After launching the campaign, Avis quickly became profitable. Whether Avis actually tried harder was not particularly relevant to their success. Rather, consumers finally were able to relate Avis to Hertz, which was number one in their minds.

WHAT ARE THE IMPORTANT 5 P’s to ESSENTIAL NEW PRODUCT AND NEW BRAND MARKETING?

POSITIONING, POINTS OF DIFFERENCE, PERSONALITY, PROPOSITION, PROMISE.

 

Link

ADVERTISING & MARKETING UNIQUE SELLING POINTS / PROPOSITION

17 Aug

ADVERTISING & MARKETING UNIQUE SELLING PROPOSITIONS

Why they are so important to the advertising industry.

1. A good USP should be:
Only one sentence. Clearly written so that everyone can understand it.
Composed of benefits that are unique to your company or product.  The Unique Selling Proposition (also Unique Selling Point) is the Marketing”marketing concept
Examples Some good current examples of products with a clear USP are:

1. “Head & Shoulders: “You get rid of dandruff”
2.”Olay: “You get younger-looking skin”
3. “loreal: “Because you are worth it”
4. “Set Wet: “Very very sexy”
5. “Red Bull: “You get stimulation of body and mind”
6.     “Ronseal: “”exactly what it says on the tin
” BURGER KING = HAVE IT YOUR WAY
M&M: “Melts in your mouth, not in your hands.
”  Federal Express created one of the most famous USPs of all times when it said: “When it absolutely, positively has to be there overnight
“You’re in good hands with Allstate”
• Avis – We Try Harder”
• “Federal Express: When it absolutely, positively has to be there overnight  A very famous example comes from the automobile industry: when people hear “Volvo” they instantly identify it with “Safety”.
Some unique propositions that were pioneers when they were introduced:

Pizza”Domino’s Pizza: “You get fresh, hot pizza delivered to your door in 30 minutes or less — or it’s free.”
“FedEx: “Your package absolutely, positively has to get there overnight”     “M&M’s: “The milk chocolate melts in your mouth, not in your hand”
“Wonder Bread: “It helps build strong bones 12 ways”
The meaning of the term proposition is extended by some analysts to include the meaning content of units within the clause.
Example:   The tall, stately building fell is said to express propositions corresponding to the following:
•     “The building is tall.”
•     “The building is stately.”
•     “The building fell.”
The Domino’s Pizza USP is a good example of a Unique Selling Proposition that does all of these things:
“Fresh hot pizza delivered to your door in thirty minutes or less, guaranteed”
Your USP is the unique thing that you can offer that your competitors can’t. It’s your “Competitive Edge”. It’s the reason that customers buy from you and you alone.
USPs have helped many companies succeed. And they can help you too when you’re marketing yourself (when seeking a promotion, finding a new job or just making sure you get the recognition you deserve.) If you don’t have a USP, you’re condemned to a struggle for survival – that way lies hard work and little reward.

In developing your marketing message, it’s very helpful to develop a Unique Selling Proposition, or USP.  What is a USP? The USP very clearly answers the question, “Why should I do business with you instead of your competitors?”
The USP may be used repetitively in your marketing literature to build the customer’s or client’s identification of your company with your product or service.  There are two major benefits in developing the USP.
First, it clearly differentiates your business in the eyes of your current and potential customers or clients. Second, it focuses your team on delivering the promise of the USP, helping to improve your internal performance.  For example, who do you think of when you hear the phrase, “Fresh, hot pizza delivered in 30 minutes or less, guaranteed”?  Dominos virtually took over the delivered pizza market with that USP. Notice Dominos didn’t even promise the pizza tasted good.

How do you think a Dominos delivery person would behave compared to a delivery person who works for a competitor without this USP? Do you think the team at Dominos made a considerable effort to develop systems to assure the USP was met?

Further interesting facts about advertising.

Myths and Facts about a Career in Advertising

1. Advertising is a service based industry that promotes ideas and products on behalf of their clients. It happens to be one of the major component and part of the marketing wing of a product or a service based company. It helps to establish a relationship between a product and a customer. And advertising promises a very happening and interesting career to a student aspiring to make career in it. Here some interesting facts related to career of Advertising is provided.

2. Advertising is generally looked our by advertising agencies that vary in size and scope. Some big companies have their own advertising departments to look into specialized areas like market research, film and video production.

3. Advertising generally have three basic purposes sales promotion, public relations and education. In sales promotion it persuades people to purchase a specific product or commodity. Public relation tends to create positive image for the company. And by education an advertiser influence social attitude on issues and topics of general concern and tell people about welfare schemes through public interests campaigns started by government or private organizations.

4. Basic eligibility for Advertising is having postgraduate courses so a person should be graduate with at least with minimum of 50 percent numbers. And admission to most of these courses occurs on the basis of entrance examination or an interview. Few colleges also offer BA courses in advertising.

5. Though advertising is a very honest profession yet it is considered by people by large as dishonorable profession due to the tendency or nature of selling something is involved with it. So people think that an advertiser tries to deceive other and sometime it is not considered as an honorable profession.

6.  Another interesting convention related to advertising career that it is filled with money and everyone into it can make six figure salaries. It is not true as many a number of people who entered into the career of advertising started from the very bottom and entered for free with minimum wages and simultaneously grow themselves towards the top of their career.

7.  Another misconception related to career of advertising is that it is indeed very hard to make a start in career of advertising. However, this doesn’t mean that you can not make into the advertising. Rather you would not get that prestigious assignment as on your first project. But if you are interested in making career for yourself than you should keep on making effort towards it.
And in the last do not go for those blossoming and always smiling characters from advertising world you see in a movie. Indeed, it is a field full of glamour and sometimes it becomes really a fun to create an advertising campaign. But anyhow you would have to work very hard to bring an ad campaign to final broadcast and publication.

This article was created by blueorangeasia advertising agency in Mayfiar London UK, Bangkok Thailand, Hong Kong, Vietnam, Singapore. One of the Top Creative Advertising Agencies in Europe and Asia.

Blue Orange UK in London England UK   www.blueorangeuk.com          

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Email ideas@blueorangeuk.com

 

Blue Orange Asia in Hong Kong

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Blue Orange Asia in HCMC Ho Chi Minh City Vietnam  

Me Linh Point Tower 2, 6th & 7th Floor, 02 Ngo Duc Ke Street, District 1, Ho Chi Minh City

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Blue Orange Asia in Yangon Myanmar

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Blue Orange Asia in Singapore       

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