Good marketing fundamental: be clear. If consumers understand what you are selling and what it can do for them, they can buy some from you. Common sense, right? The problem with common sense is, sometimes it’s not that common. The new, incomprehensible “What’s G?” campaign for Gatorade violates this basic rule.
Wendy’s advertising has improved dramatically – and their same-store sales trends prove it. They’ve done a great job getting back to basics by touting their brand’s 
superior quality. Kudos to the Wendy’s brand marketing team and their advertising agency, kirshenbaum bond + partners, for bringing superior quality to life with the ‘Waaaay Better’ campaign. It’s no secret that Wendy’s has struggled since 2002 to replace their legendary Dave Thomas campaigns, including the tragic guys-in-wigs misfire last year. Wendy’s advertising is waaay better indeed. Same-store sales, the most important business indicator for restaurants, have steadily improved for the last few months. Continue reading
You have to applaud to the spectacular marketing of Brand Obama. Recently, Advertising Age named him Marketer of the Year for 2008, edging out Apple and Zappos.com at the Association of National Advertisers‘ annual conference. Sure, Brand Obama rose from nearly an unknown to a preferred brand in very short time and harnessed social networking, but the real greatness was in the positioning. Obama provided a very clear benefit (change) to his target audience (disgruntled Americans); the messaging was clear and consistent. The brand connected grabbed #1 market share with its functional benefits (tangible, performance benefits – the promises of financial benefits to the middle class). But the real coup was Obama brand’s emotional benefits: hope and optimism, which resonated deeply with the consumer. Continue reading
Katz Marketing Solutions' Brand Triumphs & Tragedies 