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Communicate your Brand
Tactical communication for your brand
A Great Brand Means Nothing if No One Knows about It By Karen Post
All right, you’ve spent time, money and resources on developing your brand. You clearly know who you are, you’ve decided on your brand...
Gifts that Carry a Marketing Message
When we decide on a price for our products and services we have established our chosen profit margin. As part of that process we figure in the cost of marketing, but this figure does not always include purchasing gifts for our clients. Gifts are...
Hang Tag or Swing Ticket Manufacturers
God lies in the details-the statement is axiomatic when it comes
to branding your merchandise. In building a perfect brand image
the smaller and more subtle elements can't be ignored even if
you spend a million dollars on ad campaigns or have...
Has Your Design Firm Run Amuck With Your Web Site?
What's happening to good web site design? Somehow we creative types at interactive and traditional ad agencies have run amuck - we're building web sites that may dazzle the senses, but don't really communicate much about our...
Make Mine to Grow: Building Your Solo Business to Outgrow You!
Many solo entrepreneurs choose to curtail their businesses growth for the purpose of lifestyle. Others have visions of expansion right from the start. Being the only person in a business, wearing all of the hats, is just a stepping stone to...
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The super brand Marlboro
The Marlboro cigarettes story began in 1847 and was marketed mainly to women in London. This marketing strategy did not go over so well. In the 1920's, Marlboro cigarettes were then introduced to the American market as the cheap Cigarette of choice for women. It was also advertised as a mild Cigarette.
The Marlboro Cigarette brand never gained sufficient traction amongst smokers and was eventually taken off the market during World War II. Marlboro cigarettes were reintroduced in the 1950's when many consumers began to concern themselves with the health aspects of smoking. At the time, most cigarettes were non-filtered. The Marlboro cigarettes branding position as a women's Cigarette had also been reevaluated and so it was decided to market Marlboro cigarettes at men, rather that women.
The 'tattooed man' campaign got under way in 1955 - the images of a leaner, healthy Marlboro cigarettes smoker and laid-back outdoorsman commenced. Only very masculine men were used in ads to promote Marlboro cigarettes -- often these were Naval officers or cattle ranchers. Following this, in 1954, the cowboy was created and became the most popular Marlboro cigarettes character ever. By 1963, the Marlboro cowboy became the sole character in the selling of Marlboro cigarettes. In
1972, Marlboro cigarettes have become the most popular in the world and have remained in that position for most, if not all, of the time since.
In 1980 in the Superman II film: Lois Lane lights up. In fifty years of comic book appearances, Lois Lane never smoked. For a reported payment of $42,000, the company purchases 22 exposures of the Marlboro logo in the movie featuring the children's comic book hero, and Lois Lane, strong role model for teenage girls, gets a Marlboro pack on her desk and begins chain smoking Marlboro Lights.
At one point in the film, a character is tossed into a van with a large Marlboro sign on its side, and in the climactic scene the superhero battles amid a maze of Marlboro billboards before zooming off in triumph, leaving in his wake a solitary taxi with a Marlboro sign on top. The New York State Journal of Medicine published an article titled "Superman and the Marlboro Woman: The Lungs of Lois Lane." Throughout the 80s, Superman II is frequently re-run on TV in prime time.
The transformation of a brand from a failure and one meant only for women to that of a best selling brand, which stood for male machismo, and ruggedness underlined the resilience of the Marlboro brand.
About the Author
The super brand Marlboro
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| Brand - Wikipedia, the free encyclopedia |
| The brand, and "branding" and brand equity have become increasingly important ... From the perspective of brand owners, branded products or services also ... |
| en.wikipedia.org |
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| Branding - Wikipedia, the free encyclopedia |
| Livestock branding, the marking of animals to indicate ownership; Human branding, ... Retrieved from "http://en.wikipedia.org/wiki/Branding" ... |
| en.wikipedia.org |
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| AllAboutBranding.com : Home |
| Provides resources and opinions on branding. Includes brand development, management and communications. |
| www.allaboutbranding.com |
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| brandchannel.com | branding resource produced by Interbrand | brands |
| An international online exchange and resource about brand marketing and branding. |
| www.brandchannel.com |
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| Branding Company Corporate Branding Internet Brand Identity ... |
| Brand Identity Guru Inc. creates, develops and promotes powerful brands. Our clients enjoy an array of innovative, creative and powerful branding solutions ... |
| www.brandidentityguru.com |
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| Branding Blog |
| Branding and positioning news and opinion. |
| www.brandingblog.com |
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| Branding Asia |
| Free articles, news and columns on branding in Asia. Market research and Asian marketing. |
| www.brandingasia.com |
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| Pages tagged with "branding" on del.icio.us |
| All items tagged branding ??? view popular ... industrie./design and branding consultant specialists./ · save this. by kittim to design branding graphic ... |
| del.icio.us |
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| The Brand Called You |
| Big companies understand the importance of brands. Today, in the Age of the Individual, you have to be your own brand. Here's what it takes to be the CEO of ... |
| www.fastcompany.com |
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| Branding: See what people are saying right now on Technorati |
| See all blog posts tagged with branding on Technorati. |
| www.technorati.com |
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| Mozilla Branding |
| The purpose of this document is to describe mozilla.org's branding strategy during and after the release of what has generally been called Mozilla 1.4. ... |
| www.mozilla.org |
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| What Brand Are You? A branding viral by The Design Conspiracy |
| What Brand Are You? has since been picked out as Site Of The Day by the likes of the Financial Times, Yahoo, USA Today and BBC News, and has received more ... |
| www.whatbrandareyou.com |
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| Julie & Company: Affordable branding, web design, graphic design ... |
| Julie & Company creates stellar branding, integrated marketing, advertising, web design, web development, Flash, trade show booths - all at affordable ... |
| www.julieandcompany.com |
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| Forty Media - Web Design, Web Development, Branding, Great Websites |
| a professional web design agency based in Phoenix, Arizona. |
| www.fortymedia.com |
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| Branding - Yahoo! Small Business |
| Find information to help grow your online business with business plans, Thomas Register, news articles and more. |
| smallbusiness.yahoo.com |
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| Lexicon |
| Lexicon Branding appears on KTVU News; Lexicon Branding creates Ridgeline for Honda, Viiv for Intel, and GameTap for Turner Broadcasting System, Inc. ... |
| www.lexicon-branding.com |
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| Branding and Usability |
| We're finding that a site's usability can dramatically affect branding. ... There are two basic techniques for branding: direct experience and indirect ... |
| www.uie.com |
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| iMedia Connection: Research & Metrics - Branding |
| Majority of marketers feel branding opportunities -- online and offline -- aren't ... IAB case studies prove real-world power of online in branding mix. ... |
| www.imediaconnection.com |
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| Small Business Marketing And Branding |
| Small business marketing and branding advice and how-to guides for small business owners. Learn how to start and grow your own successful business. |
| smallbusinessbranding.com |
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| Beyond Branding |
| Beyond Branding, published in hardcover in 2003 and paperback in 2005, presents innovative business models for the survival of 21st century organizations. |
| www.beyond-branding.com |
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