In the early days of advertising, awareness was the name of the game. Fifty years ago, if your brand could afford to get into television, print or radio advertising, you could dominate your category because you were one of the few brands with high top-of-mind awareness. Most advertising was not yet about things like unique[...]
Misty Copeland. Natasha Hastings. Jessie Graff. Alison Désir. Zoe Zhang. They’re all athletes. Not female athletes—just athletes. That’s a key distinction Under Armour is trying to make in its latest marketing campaign, “Unlike Any,” for its women’s division. Last August, during the Olympics in Rio, the Under Armour team notices something unsettling. “Every time a woman[...]
Last week, we mysteriously received a Colonel Sanders pillowcase in the mail, designed to look like we were sleeping together. Now, KFC has explained what that whole thing was all about: As of yesterday, the brand launched KFC Ltd., an online merchandise shop packed with limited-edition goods and high-quality fried chicken apparel. This includes that[...]