I just read this article in Adweek about Volvo’s new campaign, which is pretty brilliant. The campaign goes after Mercedes and Audi, positioning the brand as luxury for real people, a strategy that we don’t often see in the world of luxury marketing. Here’s the TV spot that executes the strategy perfectly: What this campaign [...]
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JCPenney CEO Fiasco a Symbol of a Dying Brand?
JCPenney’s marketing problems are bigger than ever, if you can believe it. After denying rumors of his departure for weeks, JCPenney CEO and former Apple exec, Ron Johnson, parted ways last week and the market cheered, rising nearly 11%. Then, when it was announced that Myron “Mike” Ullman (Johnson’s predecessor) would be his replacement, JCP’s shares quickly dropped again by 6%. [...]
Posted by Lauren Leitch on April 16, 2013
http://mascola.com/insights/jcpenney-ceo-fiasco-a-symbol-of-a-dying-brand/
Luxury Consumer Trends: Brand Apathy
A recent report by The Shullman Luxury and Affluence Monthly Pulse suggests that affluent individuals planning to buy luxury items are not considering specific name brands. This finding is completely in line with what Mascola Group has found in research we’ve done for clients, particularly in the Ultra High Net Worth (UHNW) category. The higher up [...]
Posted by Jessica Soyak on April 11, 2013
http://mascola.com/insights/luxury-consumer-trends-brand-apathybrand-names/
Speed Pitching: Can a Media Relationship Be Built in Just 5 Minutes?
The promoter of the newest trend in Media Relations, New Product Events, Inc., thinks it can be done. In their abbreviated face-to-face pitching format called “Speed Pitching”, PR reps tout their clients’ products or services to Editors and Journalists from some of the most widely known publications and media outlets in the world, including The [...]
Posted by Greg Davis on April 10, 2013
http://mascola.com/insights/speed-pitching-can-a-media-relationship-be-built-in-just-5-minutes/
Can Samsung Be As Cool As Apple?
Probably not. But they’re trying awfully hard to be. Since they don’t have anyone on staff to create anything as intuitive as an Apple product, they’re calling all top talent (and anyone else who wants to come along for the ride) to play around with ideas in their soon-to-come Chelsea-based accelerator, a concept for idea [...]
Posted by Michelle Yue on February 18, 2013
http://mascola.com/insights/can-samsung-be-as-cool-as-apple/
Fair Winds and Following Seas for the Boating Industry
It has been a difficult few years for boat builders and OEMs. Boating was one of the first industries to tank at the beginning of the recession, and is now one of the slowest to recover. However, things are starting to look up. In 2011, the recreational boating industry saw the first increase in retail sales [...]
Posted by Lauren Leitch on January 4, 2013
http://mascola.com/insights/fair-winds-and-following-seas-for-the-boating-industry/
Walmart’s Giant PR Problem
Just last week, big-box retail giant Walmart went to war with online news outlet, The Huffington Post. The retailer’s VP of Communications, David Tovar informed the Huff Post via email that the store has “made a business decision not to participate in Huffington Post articles going forward due to the one-sided reporting and unfair and [...]
Posted by Greg Davis on December 11, 2012
http://mascola.com/insights/walmarts-giant-pr-problem/
The Good, the Bad and the Ugly: Araujo Estate to Acura
As an Art Director, I tend to look closely at a lot of advertising and design out in the world, whether it is targeted at me or not. I also tend to think about how I would change it (or sometimes I wish that I had come up with the idea myself). Either way, this [...]
Posted by Nick Healy on November 16, 2012
http://mascola.com/insights/the-good-the-bad-and-the-ugly-araujo-estate-to-acura/
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