Topic : AdvertisingCandlepowerAd and marketing creativesThe Slogans That Never Sleep: How to Brand a City May 16, 2014 By Nancy Friedman
In mid-March the convention and visitors' bureau for Cleveland, Ohio, unveiled a new branding campaign for the city of about 400,000. The campaign, developed after "years of research" and many focus groups, had a theme, a logo, a website, and a hashtag. What it didn't have, the bureau insisted, was a slogan.
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Article Topics:CandlepowerAd and marketing creativesAds That Rhyme: Past Their Prime? October 21, 2013 By Nancy Friedman
For about four decades in the 20th century, rhyme ruled American advertising. The period between the 1940s and the 1970s was the golden age of ad jingles and rhyming slogans. Today, ads rarely incorporate verse — and when they do appear, it's often awkwardly executed, derivative, or barely recognizable as rhyme. What happened?
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Article Topics:CandlepowerAd and marketing creativesOf Coke and Cat Food: The "Classics" Among Us August 15, 2013 By Nancy Friedman
From classic rock to Turner Classic Movies, from Classic Roast coffee to MapQuest Classic, we're living in a new Classic Era. What do all those classics signify, and what are "classic" brands trying to sell us?
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Once upon a time, the verbs of advertising were need and want. Today you're more likely to hear a different verb. Poke around a bit, and you'll quickly discover that everyone — kids, young adults, teachers, you! — deserves "the best."
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Some brands capture your attention with made-up words: Qajack and Squidoo, hungerectomy and splurjobbing. Other brands deliberately misspell familiar words: Klout, Flickr, Cheez-It. But some companies prefer a more traditional way to make an impression — one that might have pleased your third-grade teacher. They consult a dictionary.
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"Plus" is a positive workhorse of a word. It can be a preposition (two plus two), an adjective (a C-plus grade), or a noun (the good weather is a plus). Until recently, though, "plus" has mostly stayed out of the verb column. That's changing, on the evidence of some recent sightings.
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Imagine you're naming a new brand — an alcoholic beverage, say. You know the standard marketing dogma: a brand name should promise romance, adventure, well-being, financial success, sex appeal. What are the odds that you'd ignore that advice and instead choose a name that says … death?
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