The headline says “Every Bottle Makes a Difference.” Ethos water, acquired by Starbucks in 2005 distributes .05¢ from each $1.80USD bottle sold ($.10 per unit in Canada) to fund clean water projects in under-developed areas. Although sales of Ethos water have raised over $4,000,000 for clean water efforts, and the marketing positioning suggests clearly that [...]
Archive for the ‘Misguided Work’ Category
Brand Ethos
Posted in Brands, Misguided Work, Profiles In Client Courage, Trends on August 6, 2009 | 1 Comment »
Could this be the next model of branding?
Posted in Brand Culture, Brilliant thinking, Misguided Work, This Business of Ours, Trends, Uncategorized, tagged Brand, Branding, new branding model, Pac-Man, Space Invaders, Twitter, unified field theory on March 21, 2009 | 3 Comments »
We at ID Branding are constantly in pursuit of breakthrough paradigms on how the world understands and consumes brand. We rely on our branding experts, hand-picked from a broad field of disciplines, to develop innovative new models for vetting by agency leadership. Once these models have been put through intensive intellectual study, they are applied [...]
Skittles: Flavor of the Month?
Posted in Brands, Misguided Work, advertising, tagged advertising stunts, Agency.com, Carole Walker, MARS, shameless PR, Skittles on March 6, 2009 | 4 Comments »
The makeover of the Skittles web site this past week has sparked a number of responses from industry professionals ranging from “bold campaign” to “bad use of social media.” If you don’t know by now, Skittles.com is using a number of prominent social media destinations as its website homepage, ranging from Wikipedia, Twitter, Facebook, Flickr [...]
Another reason to look to brand culture
Posted in Brand Culture, Misguided Work, tagged Advertising Age, Brand Culture, coffee, Dunkin' Dounts, Hill Holiday, Starbucks, taste test, tasteless advertising on October 23, 2008 | 4 Comments »
This article from AdAge, New Dunkin’ Spots Say Chain Beats Starbucks on Taste, caught my eye today so I decided to check it out. Basically, this story reports that Dunkin’ Donuts’ coffee tastes better than Starbucks, according to an “independent taste test” the company commissioned. Dunkin’ Donuts has decided to exploit this “strategy” in an [...]
Shallow End, Deep End
Posted in Misguided Work, tagged Deutsch, Diageo, gin, Grey, Mr. Jenkins, Tanqueray, Tony Sinclair on August 23, 2008 | 3 Comments »
Are you shallow?
Didn’t think so. So how come so many brands are content to be shallow?
For instance, Tanqueray’s current fictional spokesperson, Tony Sinclair.
At first glance you think he’s a smart embodiment of the cocktail culture that reveres a good gin. Uh, nope. Watch his commercials, go to “his” web site, and [...]
What’s the difference between invention and a lie?
Posted in Brand Culture, Brands, Misguided Work on August 6, 2008 | 6 Comments »
Spirit Mountain Casino’s Buck and Simon
Here’s a perfect example of the old approach to branding – the failed, broken model we’re all trying to avoid. It’s the fabrication of a “brand image” designed to attract customers, much the way bait attracts coyotes into a trap. And it has nothing to do with the truth of [...]
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