I had a long conversation with a friend yesterday about cost cutting versus investment.
He was saying that you can get immediate financial benefits by removing costs. However this means that you’re reducing the feed and therefore not looking at the growth of a business.
Thinking of it in simple terms, if you didn’t feed a flower it would die eventually. Of course it could survive for sometime but the other flowers around the under one would get bigger, start to look better, stronger, more visually appealing through colour perhaps.
The same translates for any organisation, that if you do not invest in the basic requirements to differentiate, enhance perception, gain market share, and increase sales, then the future could look bleak.
This advert is great, it really does show the care and expertise that goes into making a cup of coffee. This is the kind of advert which differentiates the quality of coffee you consume from Costa Coffee. This is similar to what you’d expect from Caffe Nero too, however it appears that Costa have got there first. Starbucks could never get away with this, the service and perception of that brand is not strong enough in terms of quality.
Excellent advertising and it’s good to see Whitebread owned Costa being the first coffee brand to be advertising on TV. It really does ignite their position as one of the leaders in the UK coffee market.
New Clarks shoes advert. To me it really does show the range of shoes that they have available. At the same time they are pushing the brand and how they want the brand to be perceived. It to me is quite a brave move in pushing the brand so hard in positioning, but it certainly in my opinion them more fashionable as a place to buy shoes.
The stand tall messaging is the way that they want the customers from Clarks to feel when they are using and engaging with the brand.
I use to buy my school shoes from there and haven’t really considered Clarks as a place to go now that I am grown. For women it may actually be easier for them to be in the evoke alongside Marks & Spencer. However for me and other men it may be more difficult. A good start though.
The new Virgin Atlantic TV ad starts airing globally later this month (October 2010) on tv, in cinemas and on the internet.
Some great imagery and filming that really showcases the Virgin Atlantic product. See it below! I didn’t spot Sir Richard Branson.
Over the last couple of weeks I’ve read the newspapers, watched tv and have seen the new brand adverising campaign by Holiday Inn and InterContinental Hotels Group’s other more budget brand Holiday Inn Express.
The headlines “Stay Impressed” and “Stay Picky”, lead the campaign. I must say that I am not entirely impressed by the message or the creative. The ordinary looking people is fine but it actually makes the creative look cheap, ultimately reflecting on the brand.
The other thing is over the “picky” element, and how they highlight you can choose a type of pillow, well this is nice but probably not the most important factor in choosing a hotel brand to stay with. Good that they’ve tried to differentiate though.
I must say, over the last couple of years the Compare the Market / comparethemarket.com adverts have been an absolute breath of fresh air. They’re so engaging and catchy beyond anything that any other brand would dare to do or even try to acheive.
They given true personality to the advertising and really brought about a series which people want to follow! Each one develops which makes people want to talk about the advert and ultimately the compare the market / or compare the meerkat brand. All of this whether it be Aleksandr Orlov talking about the websites, through to introducing us to his IT technician Sergei, or providing the history of the Orlov family.
I’ll be posting the remainder of the Orlov family trilogy advertising campaign for you, but I thought I’d start with the third and final part first!! The Streets of Ambitiousness. Simples!
Here’s another one from Marks & Spencer, they’ve continued what they started earlier this year and kept the same stable of models, and to great effect, this advertising campaign in my mind really works well. I can imagine that there’s some way for every woman that sees the adverts to relate to what’s on offer. The models all cover a different demographic and almost target audience due to how different some of them are from each other.