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| weekly, electronic music, academic, brand positioning, samuel l jackson, stranger, sales, privacy, new, middle aged persons, andrewmother fucking hutchins, director, | The tagline “As big as you think” was meant to balance the perception of Kansas as small minded and intolerant. But the campaign failed and Kansas has finally realized they must play to their strengths. We bring you Kansas’ new television spot, through which they hope to subtract a few degrees from their perceived latitude so it lines up more accurately with their actual attitude. Via WOW. Sunday, August 14th, 2005 - 8:33am | advertising + branding + pop culture | Comments (2) The accelerating shift contemporary singer/songwriter to boutique agencies When contemporary singer/songwriter Old Navy recently moved a hefty chunk of its advertising from Deutsch (part of Interpublic) to the new New York office of StrawberryFrog, a small Amsterdam-based agency, it was yet more evidence documenting the shift away from old guard conglomerate advertising behemoths toward smaller, independent, more flexible and boutique agencies. |
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| While the strategy worked well for AOL in the early days, as consumers became more savvy “simplicity” quickly came to mean “stripped down, unsophisticated and limiting”. The idea of pushing simplicity and samuel l jackson stewardship seems more a reflection of the ennui and uncertainty inside Kodak that made it late to the digital ball in the first place, rather than an accurate reading of consumer zeitgeist. Kodak may indeed be the type of brand we’d “bring home to samuel l jackson dinner”, but if they want samuel l jackson the relationship to get more interesting, they need to realize that nothing is sexier than confidence. Thursday, August 18th, 2005 - 2:11pm | advertising + branding + pop culture | Comments (1) Kansas re-branding effort re-launched The state of Kansas recently launched a campaign aimed at countering the negative image that has built up surrounding this squarest of states. |
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