Sometimes, the best things in life are the simplest things.

With new and existing brands fighting for a greater share of the market, advertisements seem to get more and more intricate as companies try to one-up their competitors. However, when every firm attempts to differentiate their products through elaborate marketing, they all start to appear… well, homogenous. As if taking a cue from the aforementioned notion, some companies have taken a step away from fancy schmancy advertising by taking a more minimalist approach. By deviating from standards and taking an approach so different from most marketers, a brand can really stand out.

Ivory soap’s new promotional campaign, which features the tagline “meticulously scented to smell exactly like soap,” is one that exemplifies how effective simplicity is. Robyn further discusses this on her blog, saying how by taking away unnecessary add-ons and assessing what the market really needs, Ivory is able to appeal to both sexes by promoting the value and simplicity of their products. We learned in class that consumers do not look for added features in a product; rather, they look for the benefits they can obtain. Subsequently, Ivory truly differentiated itself by advertising a soap that does exactly what soap is supposed to do.

So products that are simple definitely catches the consumers’ attention. But how simple should products be without seeming tacky? This short article by Tim Nudd from Adweek explores how minimalist product packaging plays a role in communicating a brand’s products. So what do you think of simplified packaging designs? Does it appear more clean and striking or does it look like a sloppy no-effort-was-put-into-this kind of wreck?

In any case, I like things that are basic to ensure ease of use and recognition. So keep it simple, silly.

Smart. Car.

For me, these two words bring to mind images of the ridiculously tiny bug-like vehicles that have been making a buzz since its introduction some years ago. In North America where the notion “bigger is better” commonly prevails in the minds of its citizens, the German automaker wants consumers to start thinking small with its compact and forward thinking cars. The brand’s ““Against Dumb”” campaign was particularly interesting because unlike other companies that are pushing for more consumption, Smart USA is taking a different approach. As Sokolowsky mentions in BrandChannel, the electric car manufacturer is trying to raise brand awareness by condemning the awful American practice of over-consumption. Is bigger really better? Why do smart people do dumb things?

I remember how one inconspicuous marketing campaign caught the attention of many movie goers last year. 10 second videos followed by a black screen displaying the words “www.the-smart-class.com” played during commercials in almost every movie I went to.  What followed the abruptly ended clips were murmurs of “What just happened?” The ads definitely sparked interest in viewers. Really though, it was impossible to tell what product was being advertised. Back at home, I was surprised to discover that the Smart Fortwo was behind this campaign. On the website, curious viewers like me could find longer versions of all the videos, with each telling the full story behind every clip and presenting typical features of the Smart Fortwo in an unconventional and amusing way.

While these campaigns have yet to convince me to become a Smart car driver, they have definitely made me aware of the many positive aspects of the brand, such as how functional and ecofriendly it is. It’s no surprise that the surprisingly different Smart Fortwo is now widely recognized as the ultimate urban city car.

This is what Kotex asked themselves when creating their new marketing campaign.

Kotex is a brand of feminine hygiene products that has been around for almost 90 years and is thus recognized by many of its targeted consumers. Traditionally, advertisements for feminine care products feature women in white doing yoga, twirling, or dancing along the beach. You’ll always see happy, playful, sporty women. This, of course, is unrealistic and isn’t what most females can relate to.

With U by Kotex, Kimberly-Clark uses a different strategy by mocking their previously evasive ads. In the popular “Reality Check” commercial, a young woman opens with, “How do I feel about my period? I love it.” Using straight-forward language and satire to drop the euphemisms, the campaign delivers real information women can actually use. By acknowledging the fact that their audience knows they are being advertised to and are therefore aware and intelligent, Kotex encourages consumers to purchase U since Kotex is being more honest about their products. Also, U comes in brightly redesigned packages, allowing it to stand out on shelevs. Its tagline BREAK THE CYCLE* reminds ladies that their period is natural and nothing to be embarrassed about.

Alyssa mentioned that, as a business, it’s more important to be personal than commercial in order to build valuable connections with consumers. Kotex does just that with their highly interactive website that allows girls to share stories, ask questions and get advice from health experts, moms, and peers. In addition, girls can also design tins and pads online to express how they think period products should look in an effort to Ban the Bland.

In a school containing thousands of students, I’ve noticed that a majority are users of MacBooks or other Apple products. Mind you, I’m not a MacBook user myself. But from what I’ve heard, MacBooks are sleek, easy to use, and virtually virus-proof. While this may be why many have made the switch from PC to Mac, I believe it is largely due to the extraordinary customer service offered in Apple stores.

Upon entering, store employees are quick to greet and assist you. Every salesperson has received weeks of training and are therefore very knowledgeable. “Geniuses” have an even more extensive understanding of Apple products and can essentially take care of any problem you may have, from troubleshooting to repairs. On top of that, there is no hassle when it comes to returns or exchanging faulty products.

By paying such close attention to their customers, it is no wonder that Apple’s retail division has grown into a $12 billion business with over 300 stores in 11 countries. Curious, I looked up some of the secrets to Apple’s success. The jobs of employees are not to sell products, but to help customers. From Apple’s training manuals as revealed on Wall Street Journal:

“Your job is to understand all of your customers’ needs—some of which they may not even realize they have.”

Using Drew’s words from his article, Apple got it. The company offers services, information, and experiences in addition to its products. By focusing on customers’ needs tentatively without being overpowering, Apple accurately exemplifies what marketing is. That is, satisfying customer needs through exceptional service and building customer relationships with the help of their Genius Bar.

With Apple, I’m sure I can turn to their staff with any concerns, get the support I need, and leave content.

Yes to happy, satisfied babies.

One of the greatest things I’ve learned is something I had the honour to witness back in kindergarten. Courtesy of two classmates. One of the classmates was a “cool” boy who was a bit of a daredevil and the other was a “copycat” girl who was a bit of a whiner. One day during free time, the cool boy decided to eat sand from the sandbox . He was all like, “Yeah this is no big.” Seeing this act of bravado, Ms Copycat decided that she wanted to do the same and proceeded to shove sand into her mouth. She ended up crying and the teacher had to tell the boy to refrain from activities that were inappropriate and unsanitary. I think the lesson to be learned here is to not do what you see everyone else doing. Do what you think is best for yourself. Especially if you’re going to fail miserably and cry about it after.