Why more is less In 1954, Philip Morris created one of the most famous characters in advertising history. The Marlboro Man. Marlboro was a struggling product before the campaign. It was advertised as a women’s cigarette. But increasing health concerns and public pressure pushed them to look for a new positioning. They needed a way…
Category: Brand Strategy
Value Tradeoffs: How To Increase Your Brand’s Perceived Value (Without Doing Anything New)
A few years ago, Ryanair’s marketing team started doing something no other brand could even think of. Roasting their own customers on social media. Why? Well, Ryanair has all the downsides of a low-cost airline. No free food or drinks. Uncomfortable seats with little legroom. And random seat allocation where you can’t even sit with…
Double Diamond Model: How Ogilvy Made Dove Great Again
In 1957, Unilever was about to introduce a soap — Dove. But they had a problem. Soap is a commodity. All soaps from different brands do the same thing. Hence, it’s hard to differentiate a soap brand. So they asked for David Ogilvy and his advertising agency’s help to figure out the positioning of Dove.…