Often times, brands use characters to help sell its products. In most cases, it’s a great brand strategy and invokes total recall by associating the product to the character in the advertising. And these characters can be real or imaginary, but the good ones become part of the brand itself.
Real: Orville Redenbacher, Colonel Sanders, Walt [...]
From today’s Boston Globe: Wanted: A new identity: State, industry leaders in effort to rebrand technology sector
Just about anything can be branded these days and the Commonwealth of Massachusetts is looking to rebrand a highway, Route 128, referred to in its heyday as “America’s Technology Highway,” apparently.
When I worked out there, we referred to it [...]
Brandweek Managing Editor Kenneth Hein recently provided commentary on Gatorade’s Super Bowl ad. I was one who knew the story and had to explain the significance of featuring Jason McElwain in its commercial to the others at the Super Bowl party I attended. Kudos to Gatorade and TBWA\Chiat\Day.
I couldn’t have said it better myself, so [...]
This is the second-coming of the Sheer Brandage blog. There are 28 total posts, including the two above. The previous posts are available at our old blogspot address: http://sheerbrandage.blogspot.com/
Examining integrated marketing & brand strategy.
