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)
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Contact: Barry McCaffrey—[email protected], T. 212.980.1800 X3072
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26 PULSE
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August 2011
2011
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