Slogans.

What's your favourite slogan? I like slogans that are short and clear, for example Nike's "Just do it" and Nokia's "Connecting people". I think it is important that a slogan really says something about the business idea and its values. And of course that the company can live up to it! :)

Here are some other slogans by well-known companies and brands.

Harley Davidson – American by Birth. Rebel by Choice.
Volkswagen – Think Small.
Porsche – There is no substitute.
Adidas – Impossible is Nothing.
Calvin Klein – Between love and madness lies obsession.
Marks & Spencer – The customer is always and completely right!
IBM – Solutions for a smart planet.
Sony – Make Believe.
PlayStation – Live in your world. Play in ours.
EA – Challenge everything.
Blogger – Push button publishing.
Nikon – At the heart of the image.
Kodak – Share moments. Share life.
Olympus – Your vision. Our future.
FedEx – When there is no tomorrow.
Red Cross – The greatest tragedy is indifference.
Disneyland – The happiest place on earth.
McDonalds – I’m loving it.
KFC – Finger lickin’ good.
Burger King – Have it your way.
Coca Cola – Twist the cap to refreshment.
M&Ms – Melts in your mouth, not in your hands.
Nokia – Connecting people.
Vodafone – Make the most of now.
Airbus- Setting the Standards. 
Boeing - Forever new frontiers.
Dell Computer - Get more out of now. 
Ericsson - Taking you forward. 
IBM - We make IT happen.
Philips - Sense and simplicity. 

Fifa - For the game. For the world.

Ad Wars.

Several companies choose to create an ad war. They include competitors in their own ads, with the purpose of making themselves seem better than other alternatives on the market. It is not illegal, but many argue that it is not how business should be conducted, and that it is not a fair way to market your company.

What do you think about it?

Ad vs Reality

Your brand is your promise to the public. Your advertisements, packages and slogans are part of that. If you show a picture of your product in your ad/package, you create expectations to the public about this product. The same with slogans. You deliver a promise and it is very important that you can live up to it. There are many examples where companies promise more than they can actually can provide.

Ad vs reality.

Advertising with celebrities.

Celebrities have strong personal brands, and it is common that companies take advantage of this and use celebritities for advertising their own brands. Since celebritites are well-known for consumers, they get attention. Consumers are familiar with their appearance, their activities (how they became famous) and know what they stand for.

Also, celebrities in ads often catch media's attention as well and can contribute to PR for your company.

Rick Suttle writes about advantages that are created for companies when they use celebrities in their advertising. (find the whole article here)

1. Influence consumer purchases
The affinity consumers have for certain celebrities can greatly influence their purchases. Let's say a consumer admires Cameron Diaz and want to be like her. When this consumer sees Cameron Diaz in an ad for a specific fashion brand, he or she creates a positive attitude towards the brand as well, and a willingness to buy from that brand in order to be more like his/her role model. 

2. Build awareness
Celebrities in ads contribute to increased awareness of the company's brand. Celebrities catch consumers' attention, and by using celebs in your ads - your brand gets their attention as well.

3. Position a brand
Product positioning is about placing a product/service in the best possible light in target consumers' minds. A company can succeed with its positioning to the right target group, if they use a celebrity that consumers admire and can related to. If consumers admire the celebrity, they can feel that the company's brand share the celebrity's values and characteristics. 

4. Attract new users
A company can use a celebrity in its ads to attract new customer segments. Let's say a group of consumers admires a specific celebrity. If this celebrity are used in an ad for a specific company, these consumers can become interested to try it. 

5. Breathe life into failing brand
Celebrities can create new interest for a specific brand among consumers. If consumers admire Britney Spears and they suddently see her in an ad for a soft drink brand, they can become interested in the brand even if they have not been interested before.


CELEBRITIES IN ADS







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Sisley.

I will continue yesterday's unethical marketing subject, now focusing on the fashion/clothing company Sisley. They are well-known for their provocative, sexistic, unethical ads, and I don't understand how we (companies, consumers, society - market!) can accept this kind of advertising. I mean, look at these!

Unethical marketing.

One of my favorite courses I took during my marketing education was "Marketing Ethics". It was so interesting to study different ethical standards, and work with cases and study companies who doesn't behave ethically in their marketing activities and strategies. Unfortunately it is very common with unethical marketing today :/ I really hope it gets better, that companies start taking responsibility!

There are many ways in which companies can act unethically. For example target their advertising towards children and use sexism in their ads to get attention etc.

Some examples of ads I consider to be unethical:


So cheating is OK? Disrespect your woman? 


Fashion and drugs - good combination?!
Glamourous? 


Ralph Lauren thinks a girl cannot be too skinny?
No limits when it comes to retouch? 



Children love the McDonalds clown they see
in the commercials. Begging parents to go there?


And a lot of sexism...






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