I hope you enjoyed another surprise Masterclass. All the references for the fifth lecture are here.
Each product and advertising campaign must be different from the competition.
It matters what do you say and how do you share advertising messages.
The best approach is with a round message. It just works.
Connect variables and let Positioning… Find its place!
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Mercedes-Benz Stadium
New home of the Atlanta Falcons for the 2017 season.
Watch video
Los Angeles Stadium at Hollywood Park
New home of the LA Rams and Sand Diego Chargers for the 2019 season.
Watch video
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DIFFERENTIATION
THINK Marketing
Pearson Canada
Keith J. Tuckwell & Marina Jaffey)
Fundamentals
Read article
Concept of Product Differentiation
Visit link
Product Differentiation
In-depth analysis
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DEMOGRAPHIC SEGMENTATION
The NFL’s biggest growing fan base is women
CNN, 2014
Watch commercial
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GEOGRAPHIC SEGMENTATION
Wear it Loud
NFL Apparel, 2015
Watch commercial
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PSYCOGRAPHIC SEGMETATION
NFL on Xbox: People Skills
Xbox, 2017
Watch commercial
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BEHAVIORAL SEGMENTATION
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OCCASSIONS
Marilyn and N°5 – Inside CHANEL
France, 2012
Watch commercial
The New Face of No.5: Marilyn Monroe
Vogue, 2013
Watch commercial
Related examples
COCO MADEMOISELLE
Chanel
France, 2016
Seize the Eau de Parfum
Commercial 1
Seize the Touche de Parfum
Commercial 2
Seize the “Twist & Spray”
Commercial 3
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BENEFITS
Live Bright
Apple Watch Series 2
Apple , 2017
Commercial
Benefits 1 example
Benefits 2 example
Apple Watch survey
Read survey
Interview with Jony Ive about design and materials
Watch video
Jony Ive on design
Charlie Rose, 2013
Watch video
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LOYALTY STATUS
Toyota
Más que un auto
USA, 2015
Case Study
Visit official website
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READINES STATUS
Interception
Volvo
USA, 2015
Case Study
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NAMING
Name fundamentals
Read article
Eminem
My Name Is
The Slim Shady EP, 1999
Watch video
Google as a verb
Read article
Minds hate to change
Forbes, 2006
Read article
Top of Mind
Read article
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LESS IS MORE
About Ludwig Mies van der Rohe
Portrait
When Less was more.
Jayne Merkel
New York Times Blog, 2010
Read article
Barcelona Chair
Visit website
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ADVERTISING MESSAGE
AIDA
How to
Inspiring action with your writing
Have fun writing and creating!
Slogan generator
Coca Cola
Global campaign, 2016
Read article
Appeals
Different authors review
Advertising appeals
Rational appeals
Explanation
Emotional appeal may harm credibility
Read insight
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EXECUTION STYLES
Review
Flashcards
What type do you use?
Case study in India about execution styles
Published in 2010
Download PDF
Musical style
The history of jingles Link 1 & Link 2
American Jingle history
Read article
Have You Tried Wheaties?
General Mills, 1926
Listen
McDonald’s
I’m Lovin’ It
USA, 2003
Watch commercial
There’s a Big Mac® For That
USA, 2017
Watch Commercial
Justin Timberlake
I’m Lovin’ It
Single, 2003
Watch video
Michael Jackson
Billie Jean
Thriller, 1982
Watch video
Michael Jackson and Pepsi
Read article
Kanye West
All of the Lights
My Beautiful Dark Twisted Fantasy, 2010
Watch video
Black Skinhead
Yeezus, 2013
Watch video
Kanye West in advertising
Read article
Guinness
Motorola
Gatorade Commercial 1 & Commercial 2
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BRAND REPOSITION
Examples
Avoid rebranding disaster
Sports teams through time
Are you ready for rebranding?
Read article
Rules for Rebranding
Read article
Rebranding Las Vegas mixed reviews
Watch video
Rebranding done right
Forbes, 2017
Read article
Nike Rebranding
Read article
Insider lessons from Nike
Read article
Air Max Vapor
2017
Read press release
Product