Posts Tagged ‘media campaigns’
My Top 5 Brands
Posted by Jamie Hutson | Filed under advertising, marketing
I was thinking about how several different brands are really able to reach a large audience, with a long term campaign and I thought I would do a little research and put together a list of the 5 best brands out there today. Based on longevity, current and past campaigns, and their ability to capture significant segments of their markets.
- Nike: The brand that Phil Knight built out of a waffle iron in his garage now controls over 30% of the worlds athletic shoe market and does over $16 billion a year in sales. “Just Do It.” captivates audiences around the world, from Portland to Paris, from Michael Jordan to the World Cup to Tiger Woods, Nike continues to bring powerful campaigns all centered around the same slogan from the 70’s.
- Coca-Cola: The current Coca-Cola logo was originally designed by Frank Mason Robinson in 1885. Today, over 120 years later, the logo still graces the pages, screens and stadiums of locations all across the world. In 1918, Robert Woodruff - Coke’s first President - said he wanted to “ensure that everyone on Earth drank Coca-Cola as their preferred beverage.” Now over 25% of the worlds $250 Billion soft-drink market belongs to Coke.
- Apple: A brand doesn’t have to be centuries old to be great, but after hovering just above obsolete during the 90’s, Steve Jobs returned to bring Apple back to glory. Using an extremely simple advertising campaign, just the product, music and a little graphic design shows how “cool” their products are. The new “Mac vs PC” campaign is brilliantly simple and the iPhone commercials simply show several different features of the product. Did I mention how cool their products are - who doesn’t want an iPod? (Oh man, I forgot to mention the 1-3 connection: Nike + iPod)
- Lexus: I don’t drive a Lexus, and probably never will (I am an Audi guy) but as a marketer I love their brand. They use simple luxury and sheer performance as the key ingredients to all of their campaigns and they always keep them simple. The Pursuit of Perfection (Cadillac recently ripped this right off..). Of course, Toyota is no slouch either.
- Sony: HDNA. My first stereo had to be a Sony. The Sony Walkman, and then the Discman were the iPods of their day. The Bravia TV’s are in most everyone’s top 3 sets. When I was in Video Production in high school, almost everything we used was a Sony product, the cameras, the monitors, the VCRs, the speakers, the mixers, etc. Their current HDNA campaign (with your favorite “all sell anything” football star spokesman Peyton Manning) is brilliant - it gives you many compelling reasons why you should use their products to facilitate your HD experiences. Granted I think Sony should have seen the MP3 craze perhaps a little better than they did considering their dominance in mobile music prior, but they have transitioned through 5 generations of technology and as we begin to transition into a new one, I see Sony having a large presence in what ever future markets develop.
These were just a few of my thoughts on some of the best brands, based on their historical prevalence, current advertising campaigns and over all brand management. I’d love to hear some other brands grabbing your attention.
