This week, we look at brands that separate themselves from the herd. In the world of marketing, standing out is the most critical thing a company can do. Having a distinct personality gives shoppers a reason to remember a brand and a reason to buy. We'll analyze a wrestler who used a delicate flower to intimidate his opponents, a single eyepatch that gave one company a $28M bump in sales and a motorcycle brand that succeeded by taking the fun out of the ride.
This episode explores what happens to brands when a completely unexpected event occurs. Most companies tightly control every aspect of a brand - but occasionally, an unforeseen circumstance rears its head. And it’s always interesting to see how the company reacts and what happen to their business as a result. We’ll look at what happened to Ford Broncos after the OJ Simpson slow-speed car chase, what happened to Red Lobster after Beyonce gave it a sexy callout in a song, and what happened to James Bond when JFK gave the books a ringing endorsement. The Podcast for this show was recorded at the first ever live performance of Under The Influence at the Hot Docs Podfest. We do a Q&A with the record after. It was fun.
This week marks the final episode of the 2017 Under The Influence season. And as we do every year, we're turning this show over to you, our listeners. We’ll be answering the marketing and advertising questions you've sent us through social media. From how we come up with new episode topics each week, to why mattress companies don’t use sex to sell mattresses, to which commercials are my all-time favourites - this year’s questions are fun and insightful.
This week, it’s our annual Bookmarks episode. The research team at Under The Influence does a lot of reading over the year, and finds a lot of great stories - many of which don't fit into our regular season. But that doesn't mean they shouldn't be told. We’ll look at why Sting laughs at the beginning of Roxanne, how the U.S. military learned a lesson in branding when it got soldiers to eat their vegetables and the interesting story behind which car was the first ever to feature…a cup holder.
This week, we journey to Cannes, France for the Cannes International Advertising Festival. It’s the most revered advertising competition in the world, with 90 countries submitting over 40,000 ads. We’ll analyze the entries and answer the age-old question: do award-winning commercials really sell product?
This week, we explore how some of society's biggest taboos were broken by marketers. We’ll look at why toilet paper was a hush-hush product in the 19th century, which publication was the first ever to print an ad on its front page and how Lysol was originally advertised…as contraception. Some taboos were broken years ago, some more recently than you may realize.