I posed this question to my community of entrepreneurs this past Sunday in my weekly e-newsletter, as a creative example of taking advantage of timely events to exploit for publicity. The reaction was instant and went something like this: - Love it Mary - You should so totally call them and tell them to do this - Can't wait for the headline that credits some marketing … [Read more...]
Getting Rouged
Whenever the marketplace coins a term for a negative experience that is your brand name, you have a big marketing problem. And that's exactly what Air Canada experienced when their discount brand Rouge flights began service out of Vancouver last week. Launched with great fanfare and expectations of success last July 2013, Rouge, a discount brand within the Air Canada … [Read more...]
3 business cards that spark a conversation
If you're like me, you likely have stacks of business cards you've collected at various networking events, sitting on or in your desk. While they serve at the time as trophy proof that you made some connections at an event or meeting, the contents usually end up in an electronic database of some sort, for easy retrieval later and follow up. In fact I've encountered a couple … [Read more...]
Dove patches: from tricks to truth & remaining true to their positioning
I'm a huge fan of Dove. I love the approach they have taken over the last 11 years with their "real beauty" campaign, advocating empowerment and beauty from within. I've commended them many times for remaining true to a big idea, as part of their brand values. That said, they've taken some heat with their latest campaign installment called Dove patches. It was launched … [Read more...]
Veet’s Don’t risk dudeness dud: lessons from a consumer backlash
I have to preface this weeks post with an admission that I've secretly feared Veet (previously called Neet) ever since I was 13. And it's not because of some misguided teen hair removal exercise. One of my friends had Neet put in her hair during a high school initiation day, and clumps of it fell out in her hands. This image, as an insecure adolescent, is still vivid in my … [Read more...]
