Rubin Chernenko's Blog

Everyones been sucked into watching thousands of mind numbing TV ads while trying to simply enjoy our favourite television shows. However, what if you were to hear that marketing has started to adapt a new approach in in regards to brand positioning?

Microsoft has developed a new advertising system for its Xbox 1. This new hands on approach known as “NUads” is the first of its kind to allow players to interact with advertisements from companies like Toyota, Rogers and Subway. Players are given the opportunity to answer poll questions as well as give their opinions on different products produced by partnered companies. This gives companies like Rogers and Subway a direct view into the mind of the consumers, and gives them an opportunity to reflect on what products are working or not as well as what consumers value. This is crucial in brand positioning, because it gives companies the opportunity to make their most valued customers opinions be viewed as important as well as an opportunity to improve certain aspects that seem to not be working.

Microsoft is truly taking brand positioning to a new level with “NUads”, and competing companies should look to their example and try and adapt a method in which they can keep the minds of consumers focused on them. However, this begs to ask the question if consumers are feeble enough in their minds to fall to the tactics of these powerhouse companies?

Below is a link to a video explaining “NUads”

https://www.youtube.com/watch?v=1hJxcZ6LqDQ

Back in May, Pepsi Co. alongside with Tyler The Creator ( a rap artist who is often know for pushing boundaries) released a very controversial  online advertisment  advocating Mountain Dew. The advertisement entailed a beat up white woman, who was asked by a Caucasian police officer, to distinguish the criminal who had roughed her up from a group of four African Americans and a talking goat.

The ad had been accused of promoting both racial discrimination against African Americans, as well as condoning violence of women. Despite Pepsi Co.’s public apology and immediate removal of the video, damage had been done to both the the companies reputation and individuals who were offended.

It is important to understand that peoples feelings, beliefs, culture, and physical appearance all have to be considered when trying to market anything to a group of people. What some perceive as a harmless jokes (Tyler’s intentions), can be viewed completely differently by others. The consequences of not being aware of these factors when marketing can lead not only to the loss of customers, but to the overall degradation of your companies values based off how society now looks at your company as a whole.

In conclusion companies should really take the time to make sure their ads are not going to be perceived in any sort of pejorative manor. It is okay to often push the boundaries, and think “outside the box,” however it is important to be tasteful and aware in your tactics.

Link to video here: