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Lincoln Struggles to Reinvent Itself, Especially When Past Keeps Calling

Posted by Dale Buss on November 18, 2013 02:52 PM

Lincoln continues to reinvent itself, but the brand retains some significant links to aspects of its past—one intentional, and one an accident of history.

Brand executives are optimistic that their new 2015 MKC small "crossover" utility vehicle will prove just the right boost to Lincoln's appeal, because it is entering the hottest segment in the US premium market these days. It's offering the boldest styling yet seen in any Lincoln SUV (which isn't saying much on its own) as well as the first application in any vehicle of a new EcoBoost 2.3-liter engine. MKC's reception is especially important because the first of the promised four new vehicles by the "new" Lincoln, the MKZ sedan, has taken a while to catch on.

Lincoln also is banking on a package of technology features and dealership hand-holding programs it is calling "Lincoln Experiences" to attract pampered American luxury buyers to the MKC. Lincoln Experiences includes Approach Detection, which responds to the arrival of the owner of the car and welcomes him or her with illuminated "mats" that light up the ground next to both front doors and soft lighting in the door-handle pockets.Continue reading...

chew on this

Seven Years After the Lincoln Fry, McDonald's Takes a Page From Honest Abe

Posted by Shirley Brady on February 20, 2012 11:51 AM

In honor of Presidents Day in the U.S. today, here's a look back at McDonald's 2005 Super Bowl spot, "The Lincoln Fry," which featured a likeness of Abraham Lincoln found in an iconic McDonald's French fry and a viral campaign that included a fake blog.

Seven years later, McDonald's is trying to be Honest Abe with more corporate transparency in a bid to boost its brand perception, including being more open about its treatment of animals, as the cover of Ad Age this week attests. Read our coverage of McDonald's transparency moves below:Continue reading...

campaign tactics

Weatherproof Brand Tries A New President

Posted by Abe Sauer on February 4, 2010 02:43 PM

When Weatherproof posted a massive billboard – in Times Square – featuring President Barack Obama in one of the brand's jackets, the White House was not amused. Following some wrangling, during which time Weatherproof milked the press for all it was worth, the brand agreed to remove the ad.

So what is the brand doing now that it lost the "endorsement" of a President from Illinois? It's getting the endorsement of another President from Illinois.

A Weatherproof billboard on Las Vegas Boulevard will feature a photoshopped image of President Abraham Lincoln in front of the White House “wearing” one of the brand's jackets. It's the same style President Obama was pictured wearing. The ad, which will run until the end of the month, features the slogan “Fit for a President.”Continue reading...

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