Khalil Kassam

I found this interesting blog post on brandchannel.com . It talks about how consumers report in surveys that Celebrity endorsements do not have anything to do with their purchasing decisions, as stated by Adweek. By that being said, they are saying that celebrity endorsements have zero impact on their decisions.

When we think about branding, our choice in a brand is majorly done through trust and loyalty. If we trust the quality and consistency of a particular brand, we are more likely to pick it. With Celebrity advertisements, we extend on this idea. Our trust in the celebrity as a brand then becomes associated with a new brand, and through this link, we are more likely to purchase this product.

I think this should have some type of impact on the consumer, although minimal. The main purpose for using celebrity endorsements is through the exposure and popularity it will receive by doing this type of cobranding. It will help to effectively penetrate in a specific target market and offer valuable exposure. Think of Clearly Contacts with Trevor Linden. …

One of the best things about watching sporting events (Go Canucks Go), is the humorous commercials during intermissions and breaks. Of course this at times can become extremely controversial and can many of time times backfire on the company by creating a negative image. In order to be successful, humor has to be generally acceptable and safe to all types of audiences.

Check out this commercial that I found particularly interesting during the recent Canucks hockey games:

To some, this commercial may be offensive, especially to a younger audience. However, given that their target audience is males in their late twenties and early thirties, this type of advertising is seen as humorous and has influenced many to move away from the typical CANADIAN beer during hockey games and try Alexander Keiths. I think in general, humor can be effective it works within the corporate image in an appropriate manner, while directly working with their target market.

An interesting area which I have gotten into as of recently and has the potential to grow rapidly is Social Media and Finance. Finance companies, especially copper and mining, are looking to spread information about their company to shareholders and the public. Some of the old methods of transferring information are now relatively seen as ineffective. Using social media has helped to grow and expand a target audience.

Check out this video I found that talks about this Social Media revolution:

With increasing the size of their target audience, social media plays a large role in the marketing strategy of finance companies. This integration into our everyday normal life- with platforms such as Twitter, Linkedin, Facebook, Youtube and Blogs. Using these diverse platforms, the online exposure increases and information and validity in the particular increases, which is essential in extremely competitive companies looking to differentiate- especially with commodity based companies.

SEO (Search Engine Optimization) is a large part of many corporations. This type of work on search engines is almost like online real estate… the better the location the better your return. Companies spend tons of money to be on the top of google’s search with particular keywords. Again, a huge part of the marketing strategies of Finance companies.

Brandon’s  Blog on Vancouver Pizza

I recently read Brandon’s blog on Vancouver Pizza and found it very interesting. It is an extremely strategic move by the company Vancouver Pizza to co-brand with the Vancouver Canucks in this historical time. Boston Pizza, a company founded in Alberta, is a Canadian company, with no real roots to Boston or the United States. It has been a proud supporter of the Vancouver Canucks for a very long time and has commonly been a place for individuals to gather and celebrate for the Canucks hockey games. This type of rebranding of it’s name has evoked national pride in the company has increased it’s publicity amongst local Canadians. Banners notifying others about this change have been distributed across the province to their different stores. It is a great way for it to differentiate itself from it’s competitors in casual dining experiences, such as Brown’s Social House, Pizza Hut and Cactus Club.

It is only a matter of time until we can tell if this strategic marketing decision has been successful, although with the publicity it is getting, I am sure it is!

Vancouver is known for not just selling the highest real estate prices in Canada, but for selling a lifestyle.

When people from the east come to Vancouver, they wonder why is it that Real Estate prices are so high? I answer them by saying, why is it that you, along with many other people traveled from the eastern provinces to come to Vancouver? That is the reason why.

Vancouver sells the Urban Dream, a lifestyle of health, convenience, multi-culturalism at the foot of the Pacific Ocean.

And interestingly enough, unlike New York and London, some of the highest Real Estate prices in the world, Vancouver is not the centre of information and finance. Rather, Vancouver is seen as the resort city, where Urban Planners have carefully crafted a marketable city for a better lifestyle. The skyline carefully compliments views from all different vantage points and areas. Sometimes when I travel I even envy Vancouver, even though I live here. Developers and politicians have strove to redevelop some of the most historical sites, so it is more appealing to tourists, such as the redevelopment of the Woodwards Building/Complex and upgrades to the historic Hotel Vancouver.

During the olympics, this video went viral by using celebrities figures to promote Vancouver on some of it’s most  scenic backgrounds.

Funny enough, Vancouver only witnesses this type of scenery for about 3 months in a year. The other 9 months, be prepared for this:

In Vancouver, Condominium Pre-sales is one of the most common ways for developers to sell their units. This allows developers to gain access to capital pre-construction, which increases eligibility for financing by having a higher level of equity and smaller loan to value ratio. In return, developers contractually give buyers interest on their money or allot a decorating allowance which is a reimbursement to the purchase price.

Using a Lady  and black background to show sophistication and luxury

The largest advantage for developer is that selling units “pre-sale” or commonly known as selling by plan gives them the advantage of selling things by imagination. You are not selling the buyer a physical piece of property, rather you are selling them a contract which binds them to purchasing the unit further down the road by forfeiting a small deposit, and paying installments as the project gets near completion. By using affective marketing, they are able to create luxury and sophistication in commercials, graphics and online devices. In reality, these properties are only an addition to the Vancouver skyline, but they continue to fetch the highest price per foot in the country.

Check out this video of 3 Harbour Green:

Visit their website: http://www.harbourgreenplace.com/home.php