2013 Superbowl Ad Preview

When it comes to Super Bowl ads you can always count on seeing several things: Celebrities, special effects, babies, animals, sexy girls and dudes getting hit in crotch. This year I expect nothing to be much different. But even in this social media obsessed world, success still comes down to producing a Super Bowl ad that is engaging, relevant, on message. And if it has a Visual Hammer too? Touchdown!

And the winner is…

Obama's “forward” slogan won him four more years in the White House did what most slogans do not. It cut both ways. It said something positive about his brand while also saying something negative about the competition. That’s tough to do. Obama set up the election as a choice between going forward with him or going backwards with Romney.

Audi’s Visual Hammer. An opportunity missed.

In 1990, Audi hired my Dad to help them revive the brand in the U.S. after the 60 Minute segment that nearly destroyed the brand. I remember the case well and was curious about what his exact ideas for Audi were so I dug up a copy of his report. Al’s advice: "Don't try to fight a bad perception......

NEW BOOK: Visual Hammer

My father's theory on positioning was revolutionary, but it had a weakness. Invariably, positioning strategy was expressed verbally. You looked for a verbal hole in the mind and then you filled that hole with your brand name. The best way into the mind is not with words. It’s with visuals. They can play a more important role in marketing than words because visuals hold emotional power that words alone do not. Emotion is the glue that sticks memories and brands into the mind.

Super Bowl of Advertising – 2012

While the gridiron battle between the New York Giants and the New England Patriots was close, the advertising battle on the tube was not.
The Super Bowl battle for commercial success might better be described as a mixture of the old classics, the new stuff, the overly sexy and the over the top.

Crazy for Consumers? RIM is insane.

What is RIM doing wrong? Why don’t people appreciate RIM’s BlackBerry brand, profits or growth? Because they are fighting the wrong battle. They are focused on the wrong target. BlackBerry has been chasing the consumer instead of chasing its less-sexy business customer. Why it is that companies that have great success and profits with business clients feel the need to ditch them for the fickle, finicky and thin-margined consumer?

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