Posts Tagged ‘Subaru’

01.04.10

A Very Christmas Brand Map – Tracking Brand Loyalty

The brands we choose reflect how we see ourselves
Each day we make thousands of conscious and sub-concussion decisions about the brands we wish to include in our lives. Our choice of which brands we choose to connect-with is often a reflection of how we see ourselves and how we wish the world to see us. Some of these brand associates are more overt than others, but when mapped as a whole they create a sense of personal brand identity. ‘Brand Mapping’ as we call it forms part of the Insights process we use on our commercial projects. Brand mapping helps us to immerse our thinking into the lives of target markets our clients’ brands wish to connect with truly and deeply.

Here’s my brand map for Christmas Day 2009.

BrandMapXmas09B Read the rest of this entry »

08.01.09

Bentley trumps ‘em all

I love simple and clever ads! When I first saw the BMW ad I thought, “yep that’s clever and simple” but this was just the start of a chain of ads that would follow all based around a similar theme – congratulating yet taking the piss out of their competitors through promoting themselves as a better brand of car. Audi’s response was, I think, a little weak yet surprisingly Subaru’s was rather witty and to the point making BMW and Audi look, putting it simply, like a boring beauty contest. Each of these three ads all have the common attributes – clever and witty copy along with your standard glitzy product shots. After digesting these ads I thought to myself, where to from here? Is this going to be one of those scenarios where we just go round and round in circles? Clearly not! Whilst all the hype and talk was about how clever these ads were Bentley just waited for the time to strike and came out of nowhere with what I’d have to say is one of the cleverest ads in a long time. In one foul swoop they nailed not only BMW, Audi and Subaru’s brand but I feel the rest of the car market. No copy or glitzy product shots were required, just their brandmark and a smug looking man sitting on a chesterfield couch (so on brand for Bentley) giving you the ‘bird’! Say no more – BENTLEY TRUMPED ‘EM ALL!!

Dominic Guthrie
Senior Account Director