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It’s not often that a brand cops to a “launch of its brand repositioning based on a radical new attitude about customer service and advertising.” Enter Meineke Car Care Centers. Today it announced a new advertising with a campaign featuring SoulPancake’s viral sensation Robby Novak, “Kid President,” as the Meineke “Kid Mechanic.” The new positioning, …

The past week has shown some surprising and “under the radar” announcements regarding the connected auto. On Friday, Nissan announced the Nismo Watch, which is less about connecting to your smartphone and more about connecting to your car. Today, IBM announced an international partnership with Continental automotive to put Big Blue squarely in the driver’s …

The past week has seen the biggest CPG brands on the planet break out their NFL campaigns for the 2013-14 season. Arguably the biggest dropped from Pepsi over the weekend. Biggest because Pepsi, for all intents and purposes, gets close to owning the Super Bowl. They own halftime anyway. The brand announced its entertainment (Bruno …

Schick is putting the finishing touches on the first-ever Hispanic campaign for its Xtreme3 disposable razor brand. Called “Camino Al Éxito”, (Journey to Success), the national campaign offered one boxer and one dancer the chance to make their dreams a reality, via an integrated digital and TV campaign. “We pride ourselves on questioning conventional wisdom …

No coincidence that the new Toyota Corolla integrated marketing campaign launched on the same day as NYC Fashion Week. It’s heavy on style, dancing and technology. The marketing campaign aims to reach the Millennial generation while still appealing to the baby boomer audience that has made the Corolla the brand’s most successful entry level model. …

Heading into New York Fashion Week, which opens tomorrow, wearable tech and social media were neck-and-neck for the top brand stories. Today, wearable tech pulled ahead by a length. The lead was taken via Samsung’s Smartwatch launch. At the IFA consumer electronics show in Berlin it announced Galaxy Gear 2, which is actually the company’s …

Dove’s Unilever brand had record-setting success with “Real Beauty Sketches.” Now McNeil Consumer Healthcare’s Zyrtec brand is taking authentic beauty care into a different area. Saying that its research showed 54 percent of customers experienced allergy symptoms, it has focused in on the effect allergies have on appearance. Zyrtec’s spin on real beauty sketches is …

Think L.L. Bean as a consumer and you think of boots, bags and flannels. Within the brand marketing circles they’re known for conservative and customer-based marketing. J.D. Power ranked it number one for retail customer satisfaction in 2012. One of L.L. Bean’s highest profile branding efforts is at Fenway Park. When the Red Sox rolled …

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by Brandon Gutman
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Brandon is an expert connector and seasoned business development professional. As Principal of Brand Approved, he's led the advisory to become the bridge between brand marketers and best of breed service providers that are reshaping the industry.

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