The Aflac duck is as old as the hills but the brand remains as relevant as ever, thanks to a new ad campaign that dramatizes the product benefits in a fresh and meaningful way. Created by the Kaplan Thaler Group 14 years ago (an eternity in ad years), Aflac found fame and fortune with its spokes-duck…
Brand equity is hard to come by so you don’t want to squander it, cause your users to lose confidence in your product/service or, worse, abandon you for the competition. Yet, amazingly, this is what YouSendIt–everyone’s go-to file-sharing service–has accomplished with a name change that’s about as puzzling as that of Kimye’s latest release, um,…
Charles Darwin, call your agent. American Honda has pre-empted your theory of evolution and put it in the service of an automobile. Not just any vehicle, but the Acura MDX, “the world’s smartest luxury SUV.” Just how smart is this SUV? What goes into its elevated IQ and evolved superiority? Rear view cameras? Parking assists?…
Brands, like the companies that own them, don’t like to rock the boat. A few negative comments on Facebook or YouTube or Twitter can bring a lot of grief to the bottom line and the marketing directors charged with managing the fallout. Cheers, then, to Cheerios (and its parent company, General Mills), which not only…
Two new films—at once highly personal and intensely political—are on my mind today as I think about a definition of storytelling I heard this past week at a conference hosted by DC-based Docs in Progress: the opening of a window onto a world we don’t know. The first, “Fill the Void,” has been called a…