ICM - Leeds Design Agency

A bold statement you may say.

Coke not only invented the red Father Christmas figure we know today, but their famous ad ‘holidays are coming’ marks the beginning of Christmas for so many people that they are running it again this year. Apparently people were phoning up the customer service line requesting it, according to Brand Republic .

The truth or just really good PR? Either way, what a great example of embedding your brand in people’s live…

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At ICM we are about to do a major rebrand with one of our existing clients and we began to discuss, just in studio amongst ourselves, what brands we are brand loyal to. I slowly began to worry that I wasn’t loyal to a single brand (maybe Arsenal, but that’s another debate). I wear mainly non-branded clothes from a variety of shops, I buy food in local shops, I change shampoo every time depending how I feel and the list goes on.

A chap from Heinz once said that brand loyalty was not when someone picks Heinz beans over other brands from a shelf, but when they go to a different shop because they didn’t have Heinz. On Sunday I deliberately went to the corner shop instead of the big Co op next to my house, because the corner shop sells Lucozade. And in my amazement realised that I was brand loyal and that this is what it feels like. Even more than this I felt relieved, I am a normal consumer and marketing effects everyo…

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I think that Starbucks used to be one of my favourite brands, I find it too impersonal and their coffee isn’t as good now.

However, the way that they built up their brand is tremedous. They spend one percent of their revenue on advertising, building brand awareness by simply opening up as many shops as possible and entering into our consciousness without us even noticing.

This marketing strategy was best captured in the Simpson’s episode where a mall gets gradually taken over by Starbucks during the episode. Fantastic! …

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