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Showing posts from July, 2009

A caveman's guide to branding.

Most branding campaigns follow a time-tested architecture: an overarching brand idea, supported by individual attributes, all communicated within the context of an unifying creative idea. And that's what intrigues me about Geico's brand campaign -- it is completely disintegrated. The insurer uses at least four distinct campaigns to land different proof points. To be sure, Geico's overall goal is to position itself as a better value. Its USP has been unchanged for years: "15 minutes can save you 15% or more." It uses the lovably cheeky gecko to communicate the overall value message. It uses the caveman with a chip on his shoulder to to communicate ease and convenience. It uses celebs right off the D-list to communicate its commitment to customer service. And now it is using a leering pile of cash to communicate low price. We've all seen campaigns with different spots in the mix (think McDonald's), or different campaigns tailored

Go Forth.

Wieden + Kennedy’s new campaign for Levis is stunning in its truth, its insight and its audacity. The great brands are underpinned by an essential and enduring truth. By linking to the words of Walt Whitman and, on its new website, the United States Constitution, Levis has reconnected with the truth of its brand. Levis is America. And America has always been shaped by people with the courage and tenacity to dream and work towards a better tomorrow. Its unique insight is in seeing the hollowness of most Millennial-targeted messages of hope and optimism, or perhaps more specifically, how bankrupt these messages must feel to Millennials in the current economy. Instead, “Go Forth” implies that hope and optimism are found by individuals who venture forward and work towards their dream. True of the framers of our Constitution. True of the gold miners in 1849 (the original denim crowd). True of Mr. Whitman. It must also be true of people today if we are to achieve our potenti