Pulse Legacy Archive August 2011 | Page 28

 conversations (CONTINUED FROM PAGE 24) P: Of the many marketing campaigns you’ve seen, which ones were most creative a nd successful in your opinion? P: I’d say first that I marvel at what Apple Computer has been able to accomplish as a total technology solution for computing, mobile telephony and portable music. They’ve married functionality, design and user experience, from purchase to operation in a way that has revolutionized the industry. Next, I’d point to Hyundai, the Korean automotive brand, which continues to grow sales at twice the category average, through a combination of progressive improvement in product (rising from 32nd to 3rd in the industry standard JD Power Survey of initial quality, in the period 2001 to present), and a brand positioning that always seems to be resonant with the current realities of the culture. Specifically, from their “no ques- tions asked” return policy in the event of a job loss, to their unprecedented Hyundai Assurance 10-year warranty and roadside assistance program, to their just announced “guaranteed trade-in value,” this car maker continues to re-invent the rules of the game. Last, I’d be remiss if I did not mention our own work; an InCulture campaign for Tylenol, designed to create relevance for the brand among youth, whose defection from the category risked losing an entire generation of users. By associating the brand with extreme sports, and then with video gaming (creating a new FDA designation for “digital pain” along the way), we were able to generate double digit increases in sales specifically to households with presence of 18-24 year olds, critically, without alienating their core user base. (CONTINUED ON PAGE 28)                      Clarins offers the opportunity to increase turnover by 30% thanks to: - 50 years of treatment expertise - Effective plant-based products formulated by Clarins Laboratories - A comprehensive choice of Massages and Treatments - Professional products dedicated to the spa environment - A permanent Training programme & Marketing and Media support - A genuine and sincere partnership of excellence Contact: Barry McCaffrey—[email protected], T. 212.980.1800 X3072 From the Royal Palm in Mauritius to the Metropole in Hanoï Vietnam, discover all our partner hotels at www.clarins.com 26 PULSE ■ August 2011 2011 GOLD SPONSOR