Archive for 2011

Brand Campaigns That Changed Our Opinion in 2011

December 22nd, 2011 — 9:27am

This year there were a number of campaigns that either affected our buying behavior or changed our opinion of a brand. Below are the five brands that were most influential to us brandlings.

Ford – Campaign: “Drive One” and “Swap Your Ride”

Growing up, everyone we didn’t like owned a Ford Explorer, and unfortunately, we began to associate our dislike for these people with that of the Ford brand. This past year, Ford has been heavily marketing its brand and products through a couple campaigns.

The “Swap Your Ride” campaign allows customers to drive a Ford vehicle for a week and then talk about their experience. The advertisements that cover this campaign are hosted and endorsed by Mike Rowe – who was named by Forbes magazine one of “Hollywood’s 10 Most Trustworthy Celebrities”.

The “Drive One” campaign is composed of actual Ford customers who come to the dealership to take part in a focus group. When they arrive they are led into a room that opens up to a surprise mock press conference.

These 2011 campaigns changed how we saw Ford, although both debuted a few years ago: “Swap My Ride” in 2007, and “Drive One” in 2008.  We don’t cringe at Ford cars anymore, in fact, we “check them out” when they drive by on the highway – and we’ll admit we’re very jealous of their 40mpg fuel economy.

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Happy Holidays Playlist from Welt

December 16th, 2011 — 9:31am

December marks the awakening of the Christmas spirit – and what is Christmas spirit without Holiday songs?

Brandlings put together a list of our favorite Christmas songs and songs that remind us of the Holiday season. Initially, we intended to create a top 10 list that we would share with our readers, however… when compiling everyone’s favorite songs, we very quickly realized that top 10 actually meant top 30.  Who really has just one favorite Christmas song anyway?

So, clank your mugs of egg nog, decorate your tree, enjoy your family, and get into the holiday spirit! This list has something for everyone. We have funny songs, hidden gems, classical, pop versions, and, of course, traditional.

Here is sample of what you have to look forward to:

I Saw Mommy Kissing Santa Claus, Jackson Five
Christmas Time Is Here, A Charlie Brown Christmas, Vince Guaraldi
Baby, It’s Cold Outside, Dean Martin
You’re a Mean One, Mr. Grinch, Thurl Ravenscroft
All I Want For Christmas Is You, Mariah Carey
Carol Of The Bells, John Williams
Do They Know It’s Christmas, Feed The World, Band Aid
Have Yourself A Merry Little Christmas, Ella Fitzgerald
Santa Baby, The Swingle Singers
Rock Around The Clock, Bill Haley

If you want to listen in, we’ve shared the play list through Spotify on our Facebook page. Check it out!

Our Facebook wall at Welt Branding
Tweet us at  WeltBrand
Our LinkedIn group at Welt Branding: Challenge Everything

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A Raw Cancer Campaign For Boobies – No More Mrs. Pink Ribbon

December 9th, 2011 — 9:51am

This week Welt sat down with Joe Alary, the brain behind tit4tat, a new campaign that will show the side of breast cancer that no one has yet had the courage to show. The campaign, currently based out of Canada, will show the reality of what cancer can do to those we love. To start, the campaign will feature a large poster showing nude breasts of ordinary women. All money raised from the poster sales will go to cancer research and awareness.

Q: Joe, tell us a little about yourself, what do you do?

A: I’ve been a video editor for almost 25 years with CityTv, MuchMusic and now the SPACE Channel in Toronto, a science fiction/genre themed specialty channel within the Canadian national network, CTV.  On summer weekends, I’m a skydiving instructor and coach. I’m 43 years old and I have two teenage daughters.

Q: So What’s tit4tat all about? What Made the Issue Important for You?

A: The project has just really started to evolve recently but it began as an idea for a coffee table book probably 20 years ago.  I’ve always been known to friends as a “boob man” and the idea for the book was that each page would feature an actual-size picture of ordinary women’s breasts.   Old, young, big, small, no airbrushing, just real boobs, real women, no faces, just the boobs.  For fun, women could actually hold a page up to their own chest to see what those boobs might look like on them.

At the time, it was not the easiest thing to pull together; there was no internet then, and asking women to let me take a picture of their boobs was daunting to say the least.  Along with the book however, I thought it would be a good idea to donate a percentage of the sales to cancer research.  Unfortunately the idea was shelved and sat there as a quirky memory that I would pull out as an interesting topic of discussion once in a while.

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The True Value of the Holidays

December 2nd, 2011 — 12:45pm

As I head into my 20th year in the world of work, I begin to understand the true value of the holidays. I see how important families can be. I notice the preparations and pains that my co-workers take to make these few moments that they will have with the people they love as special and memorable as they can.  Yet as marketers we do not, and in many cases cannot, linger in these very human and rich experiences.  We are forced to push the pace, answering and creating needs for consumers, and providing context for them to spend money that they would gladly give away, if in the end, they could spend a few more happy hours with their children, their parents, their brothers and sisters.

As marketers, we hold our breaths as the Black Friday numbers roll in. And as quickly as they do, we strip the mall of the red, white and green colored ornaments and dress it again, this time for Valentines day.  But everyday, in every conversation I hear, someone inevitably says “I can’t believe that it is already (month goes here)”.

I suspect, as I dash through my middle years, that one day I will regret not taking the time to wrap my arms around the “small hours” that make up the best parts of our lives. Maybe I will wise up, and enjoy every chance I get to spend some time with my incredible niece, my very strange, but very warm sister, my remarkably fun in-laws, and the few friends I have managed to stay in contact with.

Nordstrom is a retailer that may be getting it right.  They are asking us to give each holiday enough space to become meaningful, to be a full memory. They are making the request that we see the holidays as more than something we all “get through”. Instead, maybe we can embrace them as something we “get to do”. Something we get to do with the best people we know, if only for a few small hours.

From our family @Weltbrand to yours, a happy and safe holiday season!

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Q&A with the Charity Event That’s Rebranding November

November 22nd, 2011 — 2:55pm

Movember, the month formerly known as November, is a moustache growing charity event held during November each year, raising funds and awareness for men’s health in the process. Welt was able to interview Donny Killian, Movember’s US manager, to find out more about the event.

Welt: How did the idea originally come about?

Donny: It started in 2003 in Melbourne, Australia, with a couple of friends talking about ‘80s fashion and how everything cycles back into vogue. They decided then and there that the moustache was the perfect old school fashion that needed a comeback. That November, they got 30 of their friends together to grow a Mo, Aussie slang for moustache, re-naming the month Movember.

The rules were simple: Start the month clean-shaven, and grow a moustache for 30 days. The guys had so much fun, and were shocked by the amount of conversations started by the moustache. They decided to grow the following year, and to do it for a cause. Inspired by the breast cancer and women’s health movement, they chose an under-served disease that affecting 1 in 6 men, prostate cancer.

The following year, 450 Aussies raised $55,000 for the Prostate Cancer Foundation of Australia… And that was the beginning of the men’s health movement.

Welt: Currently in the US, $7,091,183 has been raised. What has not proven to be effective in your social media efforts to help raise this number?

Donny: We are thrilled with the amount raised so far this year (nearly $7.2M) and how far we’ve come from last year. In 2010, we had nearly 65,000 registered Mo Bros and Mo Sistas participating and they raised $7.5M ($81M globally, with 450,000 global participants). We are only 18 days into the month and already have 138,000 US participants and close to $51M globally! We are honored to have this overwhelming support.

Our community is a fun, strong and dedicated force – they understand our messaging, believe in the cause and spread awareness in their own unique way. We support our Mo Bros and Mo Sistas throughout their Movember journey by providing the tools and resources for them to have meaningful conversations, educate others and above all have remarkable experiences throughout the month.

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