Super Bowl LI: “Easy Rider” becomes Mercedes-Benz “Easy Driver”

Introduction Mercedes-Benz' advertising agency, Merkley and Partners, faced a difficult challenge in altering the public opinion of Mercedes-Benz cars through their Super Bowl ad. According to the Consumer Reports National Research Center (2014), Mercedes ranked seventh in the car market for overall brand perception and did not rank for performance. Consumers had a lackluster perception… Continue reading Super Bowl LI: “Easy Rider” becomes Mercedes-Benz “Easy Driver”

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Power and Strength in Men’s Personal Care Brands: A Study of Advertisements by Old Spice, Axe, and Dove Men+Care

Human skin creates an illusion, hiding one’s insides with an outer layer that makes up one’s physical appearance. William Ian Miller calls human skin, “the barrier between the soul and the world.” Since the skin is what the world sees of the self, its qualities are often conflated with moral depth and personal traits, imbuing… Continue reading Power and Strength in Men’s Personal Care Brands: A Study of Advertisements by Old Spice, Axe, and Dove Men+Care

Materiality and Discursive Depths in Iconic Branding – Coca-Cola Case Study

When one thinks of branding agencies, images of creative, visionary, and competitive ad men like Donald Draper from TV’s Mad Men come to mind.  Branding seems to be an unscientific discipline in which brand managers like Draper are struck with inspiration and weave together a magic story, logo, and slogan that creates a mystical allure… Continue reading Materiality and Discursive Depths in Iconic Branding – Coca-Cola Case Study