This was a war-time economy sort of Super Bowl. Unabashedly patriotic.
Or perhaps this was a post-war sort of Super Bowl. Optimistic. Resurgent.
Maybe it was a bit of both.
We saw the American car companies come back and identify themselves with other severely tested and ultimately triumphant swaths of American culture and myth. Chrysler went the furthest here, with a partnership with the USO and Oprah, and a highly emotional tribute to military heroes (the troops) that attacked the heart strings full force and gave no quarter. Trumping even that was Dodge RAM’s ode to the spirit of the American Farmer, with a resurrected Paul Harvey VO, reading the extraordinary classic piece of Americana, “For God Made A Farmer.” Oprah may be a Goddess, but she is merely an aspiring voiceover actor next to Paul Harvey. (more…)
In 2007 Amway was a global, $6 billion company nearing 50 years in business. Known as a leader in multilevel direct selling, the company had nearly 3 million distributors in about 100 countries. From the outside, the company would certainly appear to have been doing plenty right.
Yet, as it prepared for the 50 anniversary, Amway undertook a massive transformation program, one designed to make the company more consumer-focused and performance-driven. (more…)
The process of grocery shopping still leaves, for most of us, a lot to be desired. Online grocery delivery makes the shopping part painless, but the first question people ask when faced with that proposition is “But will I get the same quality?”
With FreshDirect, they’ll actually get better quality than what they would get at the store. So we had a quality story to tell, but needed to reinforce convenience at the same time. And of course we needed a campaign that could tell that story in outdoor, print, digital, and – for launching new markets, especially – radio. (more…)
In my last post I suggested that one way to let new ideas in was to partner with those who have capabilities you admire. Partner to learn, I said. But there’s a precursor that I should have mentioned. Before you can partner to learn, you must learn to partner. (more…)
DIGO client AliveCor is on the forefront of the mobile medicine movement that promises to change lives. Their innovative iPhone heart monitor was featured on Rock Center with Brian Williams’ look into the near future of personal, mobile medicine. Read more here.
