branding
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The Situation:We are challenged with introducing and creating awareness of a new MTA service, Music City Circuit, to current and potential riders with the ultimate goal of increasing downtown ridership. Our target demographic for this initiative is current or potential riders that work or reside downtown (workers, merchants, residents); Tourists; Business Travelers; Conventioneers; and general Nashville-area residents. Our principal competition will be cars, truck and SUVs.
The Solution:
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Brilliant for Earl and Nike. Not so good for Tiger. Why?
Well, Earl is the perfect parent here--a recording from some previous time before his untimely death. He comes across as a caring, patient, loving parent/teacher. Nike, of course, not only gets the big publicity bang from this commercial, but, in my opinion, gets a great, caring, patient, loving parent/teacher brand association.
Tiger? Well, his continuous vacuous stare into the camera lens...
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I propose a toast. So if everyone who’s following The Tournament would please lift your glasses. Here’s to the astonishing trio of Cinderellas who shredded just about everyone’s bracket, but had us cheering for them as they did it. Northern Iowa, St. Mary’s and Cornell did more than merely make this year’s edition of the Madness one of the best ever. They also silenced the talk about expanding the field. Hopefully.
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Did you know that you can put a price-tag on a brand’s value? In a recent study by Interbrand Design Forum, 50 retailers were ranked based on the value of their brands. Big box chains such as Wal-Mart, Target and Best Buy came out on top. Their estimated brand worth totaled nearly a shocking $200 billion.
Rankings were based on factors such as: financial forecasting, the percentage of sales and profit that can directly be attributed to branding and brand strength. These...
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In an earlier blog post, I touched on how important it is for all cities to develop a sense of identity people can relate to - a brand - in order to compete for its share of consumers, businesses, travelers and capital. And with recent debate about how miserable the city of Memphis is (or isn't, I should say), this topic couldn't be more relevant.
As I mentioned before, identifying a brand for a city is not an easy process, as a city can appeal to a variety of different audiences for a number...
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Meet Sue. Sue is a marketer for a luxury brand, and is in charge of reaching out to the affluent audience with specific brand and product messages for her company. She has built a Facebook fan page for her brand, and she makes sure that the other marketing pieces have links for others to become a fan of her brand. After a few months of promoting the luxury brand's Facebook page, they check to see how many fans they have. Sue realizes that the fan numbers are low, but can't figure out what went...
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A lot has been made about the idea of expanding the NCAA men's basketball tournament over the past few weeks. The proposal will supposedly expand the number of teams from 65 to 96 and add an extra week to the tournament with the top 32 teams receiving a bye. The spark for this controversy comes from the NCAA's ability to opt-out of their contract with CBS after this season and give the television rights to the highest bidder. ...
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It seems that there are so many terms we as agencies use to describe our relationship with clients. Are we a client’s partner? A vendor? Those have been the front runners for years.
However, since my early days at Thompson & Company, we used another term to describe the relationship we have with clients. Marketing and communications firms are more like an "extension" of a company’s marketing team. The key word is extension. To explain why this term is...
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When I set up my profile on brainwoo.com, one of the questions that we had to answer was, "What is the most interesting thing that I have learned lately?"
Day to day we learn a lot of things; some we remember and some we don't. One thing that stuck with me in late 2009 was hearing that Frito Lay's Sun Chips brand was on the forefront of introducing a fully compostable bag. It seems that nowadays many companies try to proclaim some type of "green" message, but what companies really follow...
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Grabbing a share of the national spotlight for a Washington, D.C. hotel during the Inauguration of Barack Obama. Read more.
Designing and writing a flexible media kit for a wide variety of needs. Read more.
The launch of an online brand campaign introducing a partnership between SVP Worldwide and Martha Stewart. Read more.
Through package and collateral design, as well as national advertising, we increase sales by inspiring new sewers to enter the craft and convince the experienced sewer to trade up when purchasing new equipment. Read more.
A new fashion line for young women seeks to create an interactive community on Facebook. Read more.
Identity development project to represent Tennessee's Civil War Sesquicentennial, celebrating 150 years. Read more.
To concept and develop a print advertisement that can be flexible to insert imagery from different areas of the state depending on the publication's target audience. Read more.
White | Thompson created an educational video that gives an in-depth look at these SIMPLE steps we are promoting. Read more.
White | Thompson created a new PSA TV spot for TDOT's Adopt-a-Highway Program. Read more.
The Tennessee Department of Tourist Development needed a television spot to promote their new Discover Tennessee Trails and Byways initiative. Read more.
