Author Archives: Kirk

“Lightning” strikes Gatorade

Posted on June 18, 2013 by Kirk

Got to hand it to Gatorade for catching lightning in a bottle. The lightning, of course, is Jake Bugg‘s hit, “Lightning Bolt,” embraced quickly by Gatorade upon the song’s overseas’ debut. Originally released as a digital download in the U.K. in early 2012, the song was featured in the promotion of the men’s 100-meter dash during the 2012 London Summer Olympics. (Sprinter Usain Bolt‘s nickname is “Lightning.”) Bugg’s debut album, including the song, was released in the U.K. in October 2012 and in the U.S. in April 2013. At the same time as the U.S. release, Gatorade launched a revamped … Continue reading →

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Das Auto vs. Made in USA

Posted on June 12, 2013 by Kirk

Waving the made-in-U.S.A. flag is a no-brainer for marketers these days. Over 80% of Americans are willing to pay more for made-in-USA products, according to a recent survey by Boston Consulting Group. Ninety-three percent say it’s because they want to keep jobs in the U.S. However, voting their colors is a little tricky for auto consumers, because there are no cars from major manufacturers made completely in the U.S. According to Consumer Reports, “Most vehicles are multinational, even those with iconic American nameplates, and many imports are surprisingly red, white, and blue. Case in point: The Chevrolet Spark and Toyota … Continue reading →

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Heineken: a brand that parties

Posted on May 30, 2013 by Kirk

A common strategy for brands is to borrow equity from positive life experiences by claiming ownership of them. Omaha Steaks is “The Official Sponsor of Tailgating,” for example. UPS stakes out “logistics,” Corona “beach” and Coke “summer.” It appears Heineken intends to own the “party.” And not just any party. Heineken’s parties take place in exotic locales where exotic people wearing exotic costumes dance wildly to exotic music. The venues are cavernous, yet crowded. Revelers include spies, musicians, gamblers, magicians, showgirls and animals. But good luck finding one. Heineken’s parties are typically located inside an unmarked door in a back … Continue reading →

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Jack Daniel’s rocks its brand

Posted on May 22, 2013 by Kirk

Rock ‘n’ roll and substance abuse share a long and intimate history. Umm … so lift your glass of Jack Daniel’s Tennessee Whiskey high and toast this remarkable codependent relationship. Why Jack Daniel’s? Because in its new campaign, the brand claims to have been “with the band since 1866.” Beverage brands often attempt to associate themselves with good times — parties, sporting events, special occasions. Once up a time, “weekends were made for Michelob.” More recently, Corona Extra took the “beach.” And Coke, in its current promotion, is staking out “summer.” Now, Jack Daniel’s is claiming to “own” a special … Continue reading →

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Smartphone brand positioning gets smarter

Posted on May 17, 2013 by Kirk

Grab a cold one and pull up a chair. You’re witnessing a case study in the making — a battle for market share, featuring classic brand positioning moves. Brand positioning is the art and science of establishing and articulating a meaningful point of differentiation between a brand and its direct competitors. In the smartphone category, Apple iPhone was the early leader. Known for its innovative technology and design, Apple commands worldwide attention with every new release. Historically, its competitors have had to play catchup. Apple has sustained an intangible competitive advantage: friendliness. Based upon its design philosophy of making technology … Continue reading →

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Repost: Brands with higher callings

Posted on May 9, 2013 by Kirk

I’m taking a short break from BrandSTOKE. In the meantime, here’s a reprint of a popular post: The essence of some brands ties directly to a cause, a tradition or a set of values. Such brands stand for something perceived by their followers as meaningful. The result is often deep loyalty. Here are some examples of branding with a higher purpose: Affinity brands inspire a community of diehard evangelists, drawn together by a shared goal or belief system. Consumers identify with affinity brands because they represent something other than profit-making. Examples include Patagonia (environmentalism), Whole Foods (sustainability) and Harley-Davidson (freedom … Continue reading →

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