Guerilla Marketing

This is an example of guerilla marketing: the Tony Parker jersey is on the statue of liberty, possibly advertising for Nike and the Spurs. This marketing scheme catches people by surprise because they don't expect to see the jersey on the statue of liberty.

Apple - Paying for the brand name

Apple has built a very faithful target market through quality products and promoting the lifestyle that Mac users have. Most of Apple's products are priced much higher than the competition, but to their users this doesn't matter. They are willing to pay more for the image they get by having Apple products. For example, a 24" Apple LCD monitor is about $899. Competitors offer a 24" LCD for less than half this price... but its not an Apple.

Coke vs. Coke Zero

We've all seen the commercials for Coca-Cola and Coke Zero where the premise of the commercial is that Coke Zero is stealing the recipe for flavor from Coca-Cola to create a new product with zero calories. Obviously, this is a marketing tactic, since they are both owned by Coca-Cola, but it demonstrates cannibalism when a new product is introduced. If less Coca-Cola Classic and Diet Coke are sold because of the introduction of Coke Zero in the market place, the new product is cannibalizing the older, established products, even though more sales may be taking place throughout the company.

Nike Lifestyle

When I think of branding the first company that comes to my mind is Nike. Nike makes a brand by sponsoring athletes and sports. They are present in virtually every sport. Nike makes people believe that if they buy their products, they will be better athletes. It is more of a lifestyle than a brand, which is something every company strives for and Nike has successfully achieved.

Smart Water

When purchasing bottled water, one is faced with many products in the refridgerated section of the grocery store. Smart Water takes a stance of selling more than water, they sell intelligence. The brand name implies that you are making a smart decision when choosing to drink Smart Water. This may convince some people to buy Smart Water for this reason alone, or if not Smart Water goes even farther. They advertise that their water contains electrolytes. Electrolytes are in fact something that most people get more than enough of in their everyday diet, but the idea that these are included in the water also might entise buyers. All around, Glaceau does a good job of marketing all their beverages through innovative techniques.

The NBA has been pushing their philanthropic contributions to society more lately. This could be to clean up their image, attract new fans, or to promote more charitable participation by others. This marketing campaign has almost become a brand of its own as many future hall-of-fame athletes are involved with it.

Gatorade's New Image

Gatorade has changed their logo and packaging recently. This new image for gatorade is, in my opinion, more visually appealing and simple. There is a current trend towards simplicity and this falls in line with that trend.