I Say “___,” You Say “___.” MattressFIRM’s Brand Killing Campaign

True or False: Mattresses double in weight every 8 years because of dust mites, dead skin, and human waste? Answer: Yuck! Why am I answering this disgusting question? From now on, when I hear MattressFIRM, I think gross. Brands are triggers. Dating back to the first “branding,” when the mark of the brand was seared into the hide of cattle, the “brand” has represented the reputation and even quirks of the owner. The same holds true today. When you see or hear a known brand, you immediately associate the conscious and subconscious characteristics of that brand. So, what has MattressFIRM so firmly planted in my mind? An unresolvable disgust for the place where I sleep. I’m a little late to the ballgame (not seeing this commercial until recently), but I was appalled and disgusted at the current messaging. Have you seen it? Watch the commercial here. I’m sure that there was a…

Be bold.

Few ad campaigns survive the sizzle of the moment. They tap into a narrative of humanity, and we remember them long after the ad dollars have evaporated. Think Apple, Volkswagen, Coca-Cola. Here’s a story about a different kind of ad. Now obscured by nearly thirty years, the effects of this one ad campaign single-handedly created a brand you likely still know. In fact, few probably ever remember seeing this ad. Taking wild chances on his future, Tommy Hilfiger was relentless. Against his family’s direction he pursued an interests in fashion, but the thought of decades apprenticing with “the greats” didn’t appeal to him. Mid-thirties, broke, the young Hilfiger took a leap so bold that it cut the line thin between brilliance and idiocy. With nearly every dollar Hilfiger was able to cobble together from investors, he bought a giant billboard on Times Square directly across from Ralph Lauren. The board was simple, it read, “The…

Oreo Twitpic, You Can Still Dunk In The Dark

Oreo Schools Social Media Marketers: Pay Attention to Opportunity

While companies spent north of $4 million for 30 seconds of airtime during Super Bowl 47, one of the most unlikely brands seized the power outage opportunity in the third quarter. Milk’s Favorite Cookie became social media’s darling by penning this timely tweet: Power out? No problem. twitter.com/Oreo/status/29… — Oreo Cookie (@Oreo) February 4, 2013 Was it another brand’s stage to take? Probably. Any lightbulb, electronics, generator or even home improvement brand should have been there, but instead a cookie brand moved to the front of the…shelf. As Sam Decker (CEO of MassRelevance) tweeted, in a matter of 20 minutes, @oreo picked up 40 times their usual tweet volume. Oreo went from 1k tweets per day last 90 days to 40k just now. — Sam Decker (@samdecker) February 4, 2013 The quick witted brains behind this tactical advertising play appears to be the talent at 360i. Why did it work?…

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