By Les Kollegian

Okay…so normally I reserve this blog to discuss Graphic Design, Web Design, and Search Engine Optimization topics in order to inform my clients and site visitors about what is currently happening in the industry with other brands and marketing strategies. I have to make an exception here!. This is in my opinion the 5 minutes where Michael Jackson branded himself as the best pop-music icon in history.

When Michael Jackson took to the stage for this performance in 1983, I was 13 years old and sitting alone in our apartment watching on a 20″ TV. Thriller had just been released and I really didn’t know what to expect. All I know is, not only was the performance amazing, but I spent the next 12 months trying to learn how to moon walk. It’s a shame how his life seemed to take such a downward spiral. Much like Elvis, I believe when people hit a certain level of world fame, I think it becomes virtually impossible to handle. Anyway…below is the video for those who missed it or just plain miss it.

by Jonathan Marshall

It isn’t a coincidence that more and more companies are using the state of our economy as themes in their advertising campaigns, even if the product or service is completely unrelated. The idea of using recognizable current events in advertising is certainly not new, and it has always been effective. It’s a pretty fail-safe strategy that is sure to make a connection and develop something in common with readers who might have previously been oblivious to your brand. This tactic makes people feel like these companies understand them and their situation, whether they are in support, or making light of it.

All State responded early with their “Back to Basics” spot that aired in January of this year. It references 1931 – “not a great year to start a business, but that’s when All State opened it’s doors. And throughout the 12 recessions since, they have noticed that after the fear subsides, people start enjoying the small things in life.” It emphasizes re-evaluating your priorities, protecting the time with loved ones and appreciating the things we do have. No doubt these words are very similar to what Americans repeat to themselves at night so they can go to sleep. It works.

Timberland chose the second option and poked fun at our national banks. People see this ad, and they are immediately familiar with the tone and language because it sounds like the conversations they are having on a daily basis. It connects because it is happening right now, and it is in everyone’s mind all the time. It’s obvious and relevant. It works.

by Jonathan Marshall

I have been meaning to talk about this for a while now, but was finally reminded by Michael Sheena of Examiner.com when I read his blog this morning. It was about Toyota’s “Harmony Between Man, Nature and Machine” marketing campaign for its third generation Prius is a homerun. The spot shows a white Prius driving through a landscape of people dressed as plants, water, and clouds. According to Nielsen, IAG ranked the commercial number one as the “most-liked” new TV advertisement. Only new ad executions, aired during the weeks of May 4 to 31, 2009, were considered. The Prius commercial was about 70 percent better-liked than the average new commercial.

Toyota has really been the most aggressive of all car companies to push the concept of “Technology/Innovation.” With accessories like “Voice-activated touch screen DVD/Navigation System” and “Bluetooth music/iPod ready,” buying a car suddenly has become much more complicated. Another upgrade to the new Prius is available solar power, which should help to cool the interior of the car. Toyota has been receiving a lot of positive feedback from their new campaign, and this idea of “Harmony” is very effective. According to Michael, this is where man’s wants meets nature’s needs, and finally they agree. Using the wind, sun and advanced hybrid technology, the Prius attempts to balance our demand for mobility with the natural order of things. It’s not like Toyota invented the hybrid technology, but they have pushed so hard and are so convincing with this new campaign, that many people will end up thinking they did. Quality design, a clever concept and taking advantage of technological advancement. This is great advertising. Kudos Toyota.

We often talk about “Core Purpose” when speaking with clients about their brand. A core purpose is essentially what your business will stand by in both good and turbulent times, even if your business mission/vision changes. Thanks to changes in technology, marketing environments, and more… obviously, all businesses must embrace change. Even during change, your business core purpose must stay consistent. For example, 3M has a core purpose that states “Solving Ordinary Problems Innovatively”. They stand by this with every product they manufacture right down to the “sticky note”. NIKE’s core purpose is to “Experience the emotion of winning while crushing your competition”. Have you ever noticed that virtually every commercial they create embraces this statement? Below I have posted one of my all time favorite NIKE commercials. Not only is the concept fantastic, but the execution is flawless. Check it out.

It’s too bad they can never play it again on TV since they used Michael Vick.