Category Archives: Toni

Toni’s Research File

Authenticity Either Is Or Isn’t. (Toni)

Authenticity either is or isn’t.

When a brand pretends to be something it is not, the result generally backfires. Like this beautiful Chrysler “Style” commerical that demonstrates that yes, Chrysler was synonymous with American  style. The key word being WAS. Lesson: Even great advertising does not  make uncool, cool.

Which leads us to think of bygone eras and authentic brands that are no  more. Such as Benrus watches. Somehow the move to digital watches and  colourful plastic timepieces took the seriousness out of watches. Is this  good or bad? You decide for yourself but we are currently enamored with  the 1940 Benrus Sky Chief. Real numbers, real hands, serious black or  silver face, a real crown to wind it. Benrus Watch co. was founded in  New York City in the 1920s by Benjamin Lazarus. Benrus was the official  watch of the U.S. mail-carrying pilots of several cargo airlines. Known  at its peak as the “Official Watch of Famous Airlines,” it was the  official time piece of pilots at Delta, KLM, NWA and TWA. You can still  find some of the authentic Sky Chiefs, and by forking out $2,400 or so,  you may even be able to own one. – Bill Tikos

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Authentic brands (Toni)

Haagen Dazs

Background: Although this ice-cream brand’s name sounds like it originated in a quaint Scandinavian village, in truth the name was created from two nonsensical words and dreamed up by an entrepreneur in the Bronx.

Strategy: Regardless of where Häagen-Dazs ice cream comes from, the name evokes a sense of place that feels authentic. A brand’s authenticity does not have to be literal, as long as it resonates with the consumers buying the product. Still, the tactic isn’t foolproof, as one failed competitor — Frusen Glädjé — that can attest.

Starbuck

Background: In its beginning stages, this Seattle-based coffee chain emerged as a second home, a place where people could linger for hours over “grandes” of java and find employees who would whip up custom-made orders.

Strategy: While Starbucks may have figured out how to sell the “coffee experience,” the company’s rapid growth has made it difficult to stay true to that fabricated experience. In a widely publicized memo in February, even Starbucks chairman Howard Schultz admitted the brand had suffered from a “watering down of the Starbucks experience.”

Abercromie and Fitch

Background: The company’s legacy as a purveyor of outdoor paraphernalia is reflected in the visual iconography of its more than 900 U.S. stores. Even with the wooden canoes and racks of shotguns decorating its stores, Abercrombie & Fitch has become a modern-day hangout for teens buying T-shirts and jeans.

Strategy: The brand has managed to stay true to its origins while also adapting to the times; it has secured appeal for its customer demographic with the dark lighting and amped-to-the-max soundtrack of an after-hours dance club.

Levi

Background: The company, often referred to as the king of denim, created the world’s first pair of jeans in 1873 and continues to hang on as a brand because of its rich heritage

Strategy: Throughout the years, Levi’s has persisted in distributing its signature product –boxy jeans — despite the many changes in denim trends that have occurred since the early 1990s.

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What makes brand’s Authentic (Toni)

The measure of a successful brand so often depends on whether it has achieved authenticity in the eyes of its consumers. But what makes a brand authentic? Turns out, there’s not just one recipe for originality. Some brands come across as naturally authentic, without even really intending to do so. Others have succeeded in creating the experience of authenticity for its consumers. We’ll let you be the judge. Here’s a look at how different brands have tackled the challenge of marketing authenticity.

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Lynx Bullet (Toni)

New Lynx Bullet is the first pocket-sized body spray, designed to give you an instant boost of the Lynx Effect when you need it the most. Measuring just under 8cms and weighing a mere 3.23GMS, Lynx bullet is available in three great fragrances: Vice, Dark Temptation and new Instinct- giving guys on-the-go pocket pulling power anytime, anywhere.

Basically it’s the perfect answer for all you strong odoured men out there who are constantly having regular battles with Mr Bobby Orange.

The campaigns are very daring in there concepts and get lots of people talking, both Male and Female.

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Lynx Falling Angels (Toni)

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Napolean Dynamite dance scene (Toni)

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Filed under Big Idea, Secondary Research, The Coolest Uncool, Toni

The Coolest Uncool thing (Toni)

  • Glow in the dark Gnome
  • Pokémon and game boys
  • Pez dispenser
  • Foot tall optimus prime transformers figurine
  • Pokémon yellow on game boy
  • Raeburn classic
  • Casio watch
  • A bum bag
  • Alien in jelly
  • Old school iPod
  • Old school telephone
  • Mighty Ducks
  • Playstation 1
  • DreamCatcher
  • Fluffy socks
  • Glee
  • Stainless steel full size Spartan helmet
  • Rabbit teddy named Malcolm
  • Come dine with me
  • Minnie mouse Disney cushion in the shape of minnie mouse
  • Hello kitty playhouse
  • V-Shaped pillow
  • Beanie babies
  • Slim tone shoes
  • YO-YO
  • Bernard Watch
  • Baby G
  • Ferbi

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Filed under Big Idea, Secondary Research, The Coolest Uncool, Toni