COMPANY · NEWSLETTERS · FEBRUARY 2008

FEBRUARY 2008

IT'S EASY BEING GREEN - BUT IS IT WISE?
A TV commercial for the Ford Escape hybrid SUV begins with Kermit the Frog riding his mountain bike through the forest, singing It's Not Easy Being Green. In a clearing, Kermit spots the Ford Escape, examines it, and proclaims, "I guess it is easy being green."

Apparently, many marketers have come to the same conclusion. more...

IDEAS: AN ENDANGERED SPECIES?
If there's one point on which marketers agree, it's that a brand must stand out. Bleary-eyed customers must be convinced that a brand's message — out of millions — is special enough to warrant immediate attention. Even Advertising 101 gave us AIDA: Attention, Interest, Desire, Action. If an ad does not command our attention,it doesn't matter what comes next. Now, what if I told you that, based on a recent survey of work by an impressive array of agencies — large and small, full-service and niche — an opportunity existed for your ad to rise above your competitors'. Interested? more...

GOOD BOOKS FOR BUSINESS
Marc Gobé's second book, Citizen Brand: 10 Commandments for Transforming Brands in a Consumer Democracy, is a further exploration of the human connection between corporations and consumers. It addresses how brands can inspire passionate loyalty from people in today’s highly competitive brandscape.

Citizen Brand argues that, because brands now play an elevated emotional role for people, extending far beyond commerce, corporations will have to respond with a greatly increased level of involvement in consumers’ lives and a commitment to their well-being. This commitment and heightened sensitivity to people are the new essential ingredients for winning in the market today.

Citizen Brand shows corporations how to develop powerful, positive bonds and build loyalty with consumers through socially responsible strategies that demonstrate a deep understanding of today’s changing needs. We hope you enjoy the read.

CASE STUDY:
COULD YOUR BRAND USE AN OVERHAUL? SEE HOW HMH HELPED FREIGHTLINER TRUCKS INTRODUCE THE NEW CASCADIA.

With stringent EPA emission guidelines requiring truck manufacturers to modify their power plants, Freightliner didn't just redesign a new engine to meet those specifications. It decided to completely redefine the long haul truck from the ground up. The result is a revolutionary new truck that demanded an equally impressive marketing introduction.

View the case study

THOUGHTS ON THINK
Tell us what you think about THINK or suggest a topic for the next issue.
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