I know. I know. Marketing isn’t advertising. But, today’s in-class video, Art & Copy was really inspirational. Looking at advertising companies such as Wieden+Kennedy and creatives such as George Lois, really showed the power of advertisement from a much more artistic angle.
In the theme of my obsession for Nike, I decided to look more into Wieden+Kennedy. Their advertisements are truly awesome, inspirational, and just simply cool.
- “Creativity is just connecting things”
- – Steve Jobs
This documentary really tied marketing all together for me and put Comm 296 into perspective. None of the amazing advertisements made by Wieden+Kennedy would be possible without the marketing team of Nike. They created the brand, products, positioning, and target market that Wieden+Kennedy reaches out to. Nike creates an idea or message that they wish to manifest to the world, and Wieden+Kennedy turns that idea or message into a reality.
As mentioned in the video, true advertising is a form of art. It is “The expression or application of human creative skill and imagination” that reaches out to customers and inspires them to believe in not only a product, but a brand and a way of life. Nike does this. They inspire people to get out and Just Do It
Much like Enzo Woo, I am a huge sports fanatic and have a fascination with the brand Nike has created.
For the next 5-years, Nike will be the official supplier of uniforms for the NFL . These Nike Elite 51 uniforms are looking very elite indeed, as they feature Nike’s Flywire technology, lighter materials, and a unique four way cut for increased mobility. This 5-year agreement allows Nike to devour the majority of football TV time. Nike also currently sponsors a large amount of BCS college football teams in the Pac-12, Big 12, Big East, Big Ten, and powerhouse SEC.
Along with the many highly prolific athletes sponsored by Nike, this brand continues to thrive with their deadly promotional mix. Mainly in their advertising and public relations, Nike has all the foundations to truly show off their products to the world.
During the build of hype surrounding these jerseys, a major concern was tarnishing the tradition behind each NFL team’s traditional uniforms. However, Nike paid respect to the football gods by making only minor changes to the uniforms of every NFL team but the Seattle Seahawks.
This opens an enormous amount of potential for Nike to make an even greater splash on football fashionistas. Leaving open room for change in jersey style, creates opportunity to recapture jersey sales in the future. It also allows Nike to create more buzz around any new products being released. Nike is one of my generation’s promotion kings, and they have proven once again that their marketing gurus know how to position themselves as the best athletic brand known to man.
Nike’s brand will rule television time indefinitely for the next 5 years, and their products will be seen being used by some of the worlds finest athletes. To all you millions of football fans, turn on your television on Saturdays, Sundays, and Mondays during primetime football. Just do it. It just allows Nike’s brand to spread faster than fast.
After reading a fellow Comm 296-er’s blog post about the on going war between Blackberry and Apple, I decided to take a shot at the title for “Techy” enthusiast. Coincidentally, I also ran into Engadget’s post regarding Sir Jonathan Ive. He believes that although competitors are “interested in doing something different, or want to appear new,” Apple offers products that are derived from a company with “a sincere, genuine appetite to do something that is better.”
Apple’s Brand is exactly that, better. (As mentioned earlier, I may be a little bias towards Apple. But let me prove why I’m such a brand advocate.) Apple may not be the most innovative company, but as Malcom Gladwell mentioned during his visit to the Sauder School of Business, Steve Jobs was an excellent “tweaker”. He had the ability to perfect products and make them tremendously easy to use in the hands of consumers. Apple has taken on that role as easy to use products, and are known for their reliability, customer service, and revolutionary designs. Unfortunately, RIM’s Blackberry brand has been tied to reliable communications and robust messaging capabilities. However, as technology advances, RIM’s competitors are capable of offering communication and messaging services equal to or greater than RIM. In the eye’s of many consumers, having a device that is fun and professional is available. And although they may offer equal capabilities in messaging, Apple’s brand puts their product a step forward as customers perceive more value in their products.
Apple’s Brand is one the most recognized in the world and known for their quality products, perfection, ease of use, and customer service, but most importantly they’re fun… They “Think Different”.
For those of you who witness Wes Welker drop a crucial ball in the 4th quarter of the Super Bowl, you couldn’t help but feel bad for the guy. (Even if you dislike the Patriots as much as I do.) However, Pawngo.com thought it would be a perfect opportunity for some guerrilla marketing. The Denver based online pawn shop delivered 900lbs of Butterfingers candy bars to Copley Square in Boston, with the note, “Thank you, Wes Welker.” (The New England Patriots eliminated Tim Tebow and the Denver Broncos in the NFL Divisional Playoffs this year.) This small revenge tactic has exposed their website to many keen football fans, and is bound to gain exposure across North America. After all, 900lbs of Butterfinger candy bars is equivalent to almost 8,000 bars. This venture backed by Daylight Partners, Access Venture Partners and Lightbank, and the $100 million fund started by the founders of Groupon, has successfully exposed their website to millions of North Americans
(minus any Patriots fans) through the Super Bowl without having to spend the millions of dollars on a Super Bowl Commercial.
As a devote football fan, my love for the game always falls a tiny bit short during the T.V. timeouts in Canada. However, this year Budweiser surprised me. They took advantage of a Canadian market looking for unique, engaging, and entertaining commercials during the Super Bowl. Budweiser’s youtube commercial has already gained over 1 million views for their flash fans commercial and continues to support sporting events. As beer is a popular beverage consumed during sporting events, especially professional football and hockey, Budweiser impacts the attitudes of consumers. Fans are highly emotional while watching their team play. Budweiser brings that affection for their team and associates the highs and lows (but more importantly the emotions and loyalty towards a team) with their beverage. This is the beer that cares about Canadians and is willing to be apart of the Super Bowl experience for Canadians. They are targeting their commercial towards consumers who are devote fans, looking to gain the most exceptional experience during the game. These fans fall under the segmentation mainly between age 20-34, both male and female, and a sports fan. (Once again smart move on Budweiser’s behalf for connecting beer and football!) Also, they gain the attention of an audience who are taking part in the festivities of the Super Bowl spirit. Spending the additional costs towards a Canadian commercial does not cost nearly as much as broadcasting a commercial on American networks, and was a great play by Budweiser. They associated themselves with a great Sunday event, and are focusing on positioning themselves as the choice of beer for sporting events.
Born and raised in Canada since 1992, I have been coherent towards marketing since I was a baby. As a generation, we have changed the marketing industry and how consumer’s act. Here are 3 trends that impact my everyday life:
1. The Blog
As a Tech Industry enthusiast , I am constantly found checking Tech Blogs. Two of my favourite sites are Engadget and TechCrunch both of which made Technorati’s top 5 blogs, and don’t forget those vloggers on Youtube. Reviews, opinions, and rumours attract millions of views from consumers, and influence the decisions of these consumers. Staying current with the technological environment has led companies such as Apple and Google to take market share away from RIM (Blackberry).
2. Apps, Apps, Apps
Apple started it, Google let them free, and RIM is playing catch up. I use applications on my smartphone on a daily basis. I simply do not know what life would be like without them. This has also led to a new form of advertisement. Banner ads can be found on many mobile games, and has led to new start ups such as UBCs Brian Wong’s Kiip. Apps generate enormous amounts of traffic, especially from the smartphone addicted Generation Y.
3. People, Planet, Profits
Also known as the Triple Bottom Line, the 3 P’s have a large influence on the Generation Y consumer. Company’s that are environmentally friendly have a soft spot in my heart. No only are they helping keep this planet healthy for my grandchildren, they are developing fantastic products. For every shoe sold, TOMS gives a shoe to a child in need. RIVAL-US promises athletes that no banned substances according to the IOC and Anti-Doping Agency will be found in their products. Taking responsibility of the future has led to the success of these companies, and left a lasting brand on the consumers of Generation Y.
These 3 trends influence my decisions as a consumer on an everyday basis. Not only have I developed a brand loyalty to many of these companies, but I also recommend their products to others.
Did McDonalds just create a new standard for the Egg McMuffin? They’ve turned the Egg McMuffin into a new way of saying, “That’s the best” or “The greatest”. The Egg McMuffin is a new form of benchmark, and a very catchy phrase. I love this ad, and I believe it will lead to more than just a few Egg McMuffin’s being sold. It just may lead to a new way of comparing products.
My name is Matthew Ho, and I am currently in my 2nd year at the Sauder School of Business. I am undecided about what concentration I want to go into next year, but I am leaning towards a combined major of marketing and real estate or MIS. I like to think that I’m a pretty big sports fan, and my favourite team has been the Pittsburgh Penguins since 2003 (the Canucks are definitely a close second!) An interesting fact about myself is that my family is originally from South Africa, but I have been born and raised in Canada.
I am taking this course because I believe it will help me decide what option I want to pursue in the near future. I also believe that marketing is a key piece to the puzzle in terms of a successful company. Company’s such as Apple, Nike, and Old Spice have all led successful marketing campaigns, and they have all had success in their respective industries. I also have had a small taste in marketing as a sales associate at GNC. Working in retail has opened up my eyes to the importance of a company brand. Customers had preferred brands, and were more inclined to purchase products from companies with more profound marketing campaigns. I have also experienced marketing as a consumer, as I am a self-proclaimed Apple fanboy.
As I mentioned earlier, Apple is the name of the game, and all of my favourite ads come out of Cupertino. Their most recent Christmas commercial for the Iphone 4s has taken the number 1 spot for my all time favourite ads. They do no mention the name Iphone 4s, or Siri, there voice recognition software, once during the commercial, but most North American consumers understand that Santa Claus is using his Iphone 4s and Siri to navigate his way during Christmas Eve. The Apple brand is astonishing to a marketing student such as myself and have made this company very successful in a very competitive tech industry.
On the verge of completing Comm 299 at The Sauder School of Business, I am able to look back at lessons learned about being a business professional and being myself. The greatest thing that I have learned about myself is that I am capable of doing more than I have ever imagined. The ability to confidently speak in an interview and represent myself as a professional are both things that I have learned about myself. Coming from a small high school, I expected a difficult transition into a larger, more hostile world. However, I have learned that I am capable of excelling in the business world being a professional. During the same time last year, I would have never seen myself attend recruitment events or talk to managers about potential positions. I have learned following my passions, will only result in my best efforts. And I hope to continue to follow my passion into a career in the business world.
My first ever hockey try-outs were in my Atom year at the Burnaby Winter Club. This is where I was taught my greatest lesson learned so far. I still remember the exact words that my dad told me, “Always think to yourself… anything that [they] can do [you] can do better.” Now this doesn’t imply any arrogance or “cocky-ness”. What my father wanted to tell me was to never second guess myself and believe in my own ability. Why settle for second place and assume someone else is better than you? Why let someone else stand over you when you can be just as tall? This lesson has taught me to never settle for anything less than I am capable of. Hard work, determination, and an inner will are all needed to “make it onto the team”. I ended up being very successful with minor hockey and have brought this attitude into everything I do.