Red Bull is leveraging its lifestyle marketing and PR campaign with a new “World of Red Bull” video which features cool panoramic shots and extreme sports clips. They’re a great example of a company that knows how to capture the essence of their brand.
GM is going with a more global strategy for its marketing and advertising, hoping to save money but also improve reach and effectiveness.
It’s an interesting approach, and it probably makes sense for such a global brand, especially for world vehicles like the Chevy Cruze. If it works for Chevy they’ll roll this out to Cadillac as well. Read the whole article for more insight into the strategy.
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Now that the cars no longer reflect the brand that attracted only older buyers, the brand can start working on its image. Having a supermodel like Marisa Miller point out that the Enclave has both looks and substance, like her, is a great start. This luxury SUV is a perfect vehicle to drive the new branding effort, and Marisa Miller is a perfect match. Also, this is the kind of campaign that could get some attention online and in social media.
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Donald Trump has put his brand on all sorts of products as he leverages his success over the years in real estate along with the his status as a reality TV celebrity. Yet he turned many people off with his bizarre and mean-spirited attacks on President Obama. He questioned Obama’s birth certificate, and then moved on to questioning Obama’s qualifications to get into Harvard Law School.
Basically, he came across as a jerk. Then, Obama smacked him down by releasing his birth certificate, mocking Trump in front of the Washington press corps and then interrupting “Celebrity Apprentice” with the news that Navy SEALS had killed Osama bin Laden.
Meanwhile, the press has started to dig into Trump’s business dealings, shining a light on some of Trump’s less impressive ventures. Trump is getting sued by some who purchased condos thinking they were Trump projects, only to find later when the project folded that Trump was just licensing his name.
These stories are now all over the media. So it begs the question – did Trump screw up with his high-profile, mean-spirited attacks on the President? Is this going to hurt his brand? I always thought he was a clown, but he didn’t bother me. Now, I have no interest in supporting anything he’s associated with. Others I’ve spoken to feel the same way.
It will be interesting to see how this plays out . . .