Fruits are battling for recognition on the American soil. Through an impressive battery of TV spots and billboards, the agro-industry, the medical corpse, the government urge the American Public to consume the healthy ailments. “Five portions of fruits and vegetables a day” is the leitmotiv for whom wants to be healthy. “Five portions of fruits [...]
Brand: Obama
November 4th 2008, after what has been a seemingly endless political struggle of over two years, is fast approaching. We’ve little over five days – yes, five days – until what may very well be one of the most important, far-reaching elections of the majority of our lives. So, with only five days left, everything [...]
When “Plug-in” Rhymes with Green
Whatever taste, aspirations are yours when choosing the car of the, your future, the constant in the equation will be its green properties. In the 2008 Paris, Detroit Motor Show, the diversification of the designs, technologies and creativity displayed incontestably the full range of environmental awareness of the car manufacturers. Aligned with the desiderata of [...]
Sign of the Times
Seattle is home to about 550,000 people, and according to The National Coalition for the Homeless 5,500 of the residents of Seattle are homeless. That means that out of every 100 people you see walking down the street, one of them will not have a place to call home. You may meet them on a [...]
Mercedes-Benz: the green or blue strike?
Since you’ve been our readers (and thank you for your fidelity!), you are now more aware of the earth’s debacle. From the abundant presence of carbon dioxide to the invisible threat of methane, our atmosphere is out of breath, if not explosive. In this smoggy context, let me invite you to step up for a [...]
In-authentically Brazilian
It was last June when we saw our first Cabana Cachaca ad, and triggering our first blog in response. The dramatic black and white ad features the model’s completely bare ass as the centerpiece, making it a startling ad to find in a magazine that featured a child star on the cover. Since then, the [...]
The Community of Your Brand…
Community is the most important leveraging point for any brand. Having a loyal, evangelical, earnest group following one’s brand provides a far-reaching, surrogate sales force working on behalf of the brand – yet as a member of the community. But to garner such a following, first the brand itself must become an active contributor to [...]
Pepsico Disloyal Strategy
Americans systematically swallow and digest 600 bottles of cola per capita annually, while the cola leaders brand American culture worldwide. Indra Nooyi proudly reveals to a NY Times reporter that her breakfast consists of a bowl of cereal and a glass of orange juice. So… Perhaps her candor is intentional in order to bolster a [...]
The Brand Platform Matters, Because?
Let’s talk about the Brand Platform. Huh? Exactly. I suppose, first and foremost, let’s define the purpose of the Brand Platform. The purpose of the Brand Platform documentation is to define, clarify and solidify a brand’s position from the “inside – out”. Now, this is a difficult process. If we were talking about an individual [...]
Handbags, tapping into the fashion-forward marketing accessory!
“Tell me what is in your handbag and I will tell you who you are”, could be the new adage to define women through their attachment to their accessories. Nintendo saw it first, saw it right (?) when deciding to address its messaging to women through their handbags. From metallic rose to cobalt, their handbags [...]