By Anne Ready https://www.readyformedia.com/about-us/anne-ready\ Published April 3, 2020 Updated April 25, 2020 8 a.m. PT LOS ANGELES – To paraphrase Julie Andrews, ” A Spoonful of humor helps the medicine go down. In a most delightful way.” The world’s most iconic brands are redesigning their social media images with humor to reinforce the World Health Organization’s pleas. “Stay at …
A Brand By Any Other Name
To paraphrase Shakespeare, what’s in a brand name? Pretty much everything! But the Dunkin’ Donuts brand you once knew is going. In its place is the newly reformed “Dunkin.” And loyal customers are upset. USA Today writes: We buy Cokes, not sodas; Starbucks, not coffee; iPhones, not mobile phones. Typically, brands make us feel like an item is of higher quality …
The Best Defense
The best defense…is a good offense. What’s a multi-national company to do when the quarterback has turned against your fans? Some companies tackled the country’s quarterback with Super Bowl ’17 commercials in an end-run. In the era of hashtags and social media, Coca-Cola and Airbnb reached out to defend their international audiences in the wake of ethnic exclusion. #WeAccept was the …
A painful Holiday commercial
In the Hippocratic Oath, doctors promise to first “do no harm.” Advertisers should give their brands and consumers the same care. In last season’s holiday commercial, Coca-Cola insensitively and inadvertently harmed their brand. Opening with a bucolic view of the indigenous community of Totontepec in Oaxaca, Mexico; the Spanish text proclaimed that 81.6% of Mexico’s indigenous people feel marginalized because Spanish is …