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Bye Bye Brands?
Category: Branding
Author: Karen Kallestad

Posted on Thursday, May 30, 2013
Brands are built over the long term, but even brands that have been around forever can disappear surprisingly quickly for a number of reasons: changing marketplaces, management missteps, competitors who are better, nimbler or cheaper, product obsolescence. 24/7 Wall Street recently announced its annual list of ten brands that it thinks will disappear in the next year:

1. J.C. Penney
2. Nook
3. Martha Stewart Living magazine
4. LivingSocial
5. Volvo
6. Olympus
8. Leap Wireless
9. Mitsubishi Motors
10. Road &... more

The power of 8th graders
Category: Branding

Posted on Thursday, January 27, 2011
I recently had a chance to speak with a very powerful group. Eighth graders. Yes, they are powerful. They're a demographic many advertisers would like to reach, but they're notoriously difficult to target, especially through conventional media.

We were at an eighth grade career fair to discuss what we do and answer questions they might have about a potential career in advertising, marketing or public relations. The groups rotated around the room, listening to a different... more

Take charge of your brand.
Category: Branding
Author: Paul Kadrmas

Posted on Friday, June 11, 2010
You have a brand, whether or not it's the one you want. Even if you didn't want one, it's there. People perceive it. So take control of it.

Here at Odney, we were recently reading a blog post by author and speaker, Maureen Johnson. She relates a story about a fellow conference speaker who insists she is a brand - that you are a brand. Maureen didn't want to be a brand, so she... more

Gold Medal Strategy for Marketing to Moms
Category: Branding
Author: Trish Helgeson

Posted on Tuesday, February 23, 2010
As brands fiercely market themselves as official Olympic sponsors during the ongoing coverage, an AdweekMedia/Harris Poll suggests many consumers will be indifferent. The study, conducted earlier this month before the Games began, asked respondents whether they're more likely or less likely to buy a brand when it's an official Olympic sponsor. A large majority (71 percent) said such sponsorship "makes no difference" to them. Twenty percent said it makes them "somewhat more" likely to buy... more

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I am Legendary. RU?
Category: Branding
Author: Trish Helgeson

Posted on Wednesday, January 6, 2010
North Dakota Tourism's new creative strategy and campaign "I Am Legendary. RU?" is all that a brand should be and more. Back in 2001 when Odney first developed the brand with ND Tourism, Legendary was intended to be a social brand. We wanted to ensure that the audience envisioned themselves experiencing North Dakota. As a matter of fact, it was a social brand before that language even existed. As the Legendary brand has evolved over... more

What my client list says about me
Category: Branding

Posted on Tuesday, December 29, 2009
If you dug into my computer cookies or looked at my client list, you might come to the conclusion that I am a troubled person. You'd find sites I've visited that include the North Dakota Quitline site, suicide prevention, gambling, West Nile virus, HIV and underage drinking. Other marketing consultants regularly dig into information on providing health insurance for children, secondhand smoke and seat belt usage. On any given day in the Odney offices you... more

Proof that advertising works
Category: Branding
Author: Paul Kadrmas

Posted on Tuesday, November 3, 2009
Why my son needs car insurance at age six.
My son just proved that Geico's TV commercials really are memorable - a good counterpoint to what I recently wrote here. Assuming they are targeting six year-old boys, their ads are a big success.

Last night, he and I were driving into the Walmart parking lot. He asked, "Where are we?" (We don't often shop there.)

I replied, "Walmart."

"Oh!" he exclaimed. "I like Walmart. It's my favorite store!"

High praise, I figured. Especially coming from a kid who,... more

Reflections on a Schizophrenic Brand
Category: Branding
Author: Paul Kadrmas

Posted on Friday, October 30, 2009
This morning on the way to work I heard another radio ad for Geico's schizophrenic brand. An Aussie accent was telling me why I need it. I guess it's supposed to be the voice of the gecko, unless it was supposed to be one of the cavemen. Of maybe it was supposed to be tied to that other ad I saw for Geico that didn't have anything to do with either the gecko or the... more

Sell the brand. Sell some meat.
Category: Branding
Author: Paul Kadrmas

Posted on Monday, October 12, 2009
It's been said that sex sells. Sure. But depending on how it's used in advertising, is it selling the right thing?

Take for example, two recent TV ads by Hardee's (Carl's Jr., for those of you in other parts of the nation).

In one, a fantastically sexy woman sits there and eats a burger. Of course, it's not just that she eats it. It's the WAY she eats it.

The sauce drips down her chin. She wipes it... more

Great Terrible Ideas
Category: Branding
Author: Karen Kallestad

Posted on Friday, August 28, 2009
You've read the creative blueprint, talked to the client, talked to the marketing consultant and researched the industry. You know the target audience, you know the messages that work, you know the product, its brand positioning and its unique selling point. You have everything you need . . . except an idea.

Then you get one of those great "Eureka!" moments that creative types live for. Dancing pigs . . . in hats! What a great... more

Totally Confused
Category: Branding
Author: Paul Kadrmas

Posted on Friday, July 10, 2009
Last night I saw another commercial for Total, the breakfast that's been making me feel totally inadequate since I moved on from Cap'n Crunch. I've never been able to eat all those bowls of Wheaties or corn flakes to get 100% of my nutrition, nor the heap of vitamins they're now pouring over Kashi Go-Lean to get it to match up.

But really, why do I need to get all of my day's nutrition in that... more

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