So… what do you think? Hit or miss?
We still love the spoof twitter account, @BPGlobalPR - BP Public Relations though!
From today’s Toronto Star:
Marketing agent Lucia McKelvey would like to finish a phone interview but first she has to click over to a call from another potential sponsor seeking a deal with boxing superstar Manny Pacquiao.
Those calls have come frequently since February, when McKelvey, Tiger Woods’ former agent at IMG Golf, signed on as Pacquiao’s deal agent.
First came deals with Hewlett-Packard and State Street Produce. Then last week premium liquor maker Hennessy signed Pacquiao to a one-year, $1 million promotional pact.
Saturday in Las Vegas Pacquiao will clash with Juan Manuel Marquez for a welterweight title, but the 32-year-old from the Philippines is already boxing’s undisputed champion pitchman, with an endorsement portfolio that rivals stars from major team sports.
And while the question of whether Pacquiao can topple Amercian superstar Floyd “Money” Mayweather has spawned intense debate (and hopefully someday an actual bout), there’s no doubting who wins the endorsement competition between them.
Pacquiao. By knockout
Words — most likely well-supported by imagery — we are inclined to think when we hear the name Kim Kardashian: sexy, feminine, fun.
But shrewd businesswoman?
“People can become famous because they’re very clever at business, and I think that’s what she’s done,” said David Soberman, marketing professor at the Rotman School of Management at the University of Toronto.
When the news broke this week that Kardashian had filed for divorce from NBA player Kris Humphries, her husband of 72 days, the entertainment world went nuts.
Their names were suddenly everywhere — on TV, Twitter, in satirical memes about the sanctity of marriage.
But to truly understand why millions of North Americans even care about a woman best known for reality TV show Keeping up with the Kardashians, not to mention her curves, experts say the answer can be found in a brilliant marketing strategy — one that has created a Kim Kardishian brand to be reckoned with.
“What she’s done is quite impressive, because she’s created a brand based on glamour … She’s done that very much on her own,” said Soberman.
“This sort of stands in contrast to the typical formula that we’ve seen in this category, up until now.”
From the Toronto Star:
As provincial slogans go, Alberta’s is a bit of a mouthful.
In fact, the tagline, which reads, “Freedom to create; spirit to achieve” is so hard to remember that Premier Alison Redford has gone so far as to call it “useless.”
Now, less than three years after the province spent $25 million on a rebranding campaign that included the creation of the less-than-memorable slogan, Redford is keen to drop the tagline in favour of something more representative of Alberta.
Since its launch in 2009, the campaign has been widely panned. It was hobbled from the beginning when an ad featuring children running on a beach [above] was revealed to be a seven-year-old photo taken in northeastern England.
Heather Mallick: We need to talk about slogans. [Toronto Star]
Not an essential read but a pretty solid chapter near the end on how brands should correctly borrow (or as they argue, share) equity from ‘cool’ be it emerging, underground or already-established cool subcultures, artists, athletes or other celebrities.