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Case study: Patagonia’s ‘Don’t buy this jacket’ campaign
网页2013年1月23日 · Case study: Patagonia’s ‘Don’t buy this jacket’ campaign. Outdoor clothing manufacturer Patagonia was founded by climbing enthusiast Yvon Chouinard in 1973 and is using a marketing strategy which could be thought of as being part nudge, part shock tactics. The company initially made climbing equipment but changed its philosophy to focus ...
Seven principles of effective marketing communication
网页2021年10月5日 · So there it is: one unchanging piece of communications hardware, the brain, and seven unchanging principles of effective marketing communication that can get that hardware working for your brand: reach, attention, creativity, distinctiveness, consistency, emotion and motivation. The most effective communication has always and …
Top ten Nike ‘Just Do It’ ads - Marketing Week
网页2013年8月22日 · 2004 – “Do Anything”. Nike flexed its creative muscles in 2004 with the “Do Anything” ad by imagining what would happen if top ambassadors at the time such as Serena Williams and Andre Agassi competed in different sports such as gymnastics and baseball. 2006 – Maria Sharapova “Pretty”. In 2006 Maria Sharapova was taking the ...
The winning straplines that stand the test of time - Marketing Week
网页2014年6月24日 · Car rental brand Avis is resurrecting its famous 1960s ‘We try harder’ strapline for its first above-the-line campaign for almost 50 years. So what is it that makes a brand proposition stand the test of time and what do brands need to do to reinvent an existing slogan for the modern age? By Lucy Tesseras 24 Jun 2014.
‘You can’t cheat the fundamentals’: Why Prime has been reduced …
网页2024年4月12日 · Marketers taking a lesson from this should look to double-down on “the fundamentals” of “availability, building brand awareness, being priced right and having a good proposition”. “You can’t cheat the fundamentals. You can cheat maybe for a short time as they have, but long term, you can’t cheat the fundamentals,” Evans says.
The best marketing campaigns of 2023: Part 1
网页2023年12月4日 · The movie broke box office records for the highest opening weekend of 2023, estimated to be £293m worldwide. It is also the highest grossing movie of the year (so far), with global sales passing $1.4bn. It’s had a major impact on cinema advertising too. While not exclusively down to Barbie, AA/Warc data suggests cinema advertising is ...
The best marketing campaigns of 2020: Part 1
网页2020年12月8日 · When Direct Line said it was getting rid of its hugely successful ‘The Fixer’ campaign in early 2020, many thought it must be an early April Fools’ Day joke. The campaign featuring Winston Wolfe had been a runaway success, helping the brand win two IPA Effectiveness gold awards and deliver significant returns for the business.
The best marketing campaigns of 2022: Part 1
网页2022年12月6日 · But rather than shy away from the challenge, Boots attacked it head on, with ‘Summer Better Be Ready’ becoming its biggest summer push to date. Indeed, the marketing budget for the brand’s 2022 summer drive was 20% higher than 2021’s ‘Feel Good as New’ campaign. It was also the first campaign to be launched as part of the …