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Super Bowl Ad Tracker: Watch Matthew Broderick's Honda Commercial Side-by-Side With Bueller Scenes

Posted by Shirley Brady on February 5, 2012 05:14 PM

Matthew Broderick's return to his Ferris Bueller character for a commercial promoting the Honda CR-V in this year's Super Bowl inspired Akoo TV to take a look at the SB46 ad side-by-side with the scenes that inspired it.

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Volkswagen Leads January U.S. Auto Sales

Posted by Dale Buss on February 1, 2012 04:44 PM

U.S. auto sales continued their nice recovery in January overall, by 11 percent over a year earlier, as a number of brands extended their own surges — and some fell back a bit.

The biggest winners when industry sales were announced today were Volkswagen, whose January sales were a whopping 48% ahead of last January, and Chrysler, which reported a 44% year-over-year gain. Chrysler credited its recent spate of 16 all-new or significantly refreshed products, while Volkswagen of America CEO Jonathan Browning pointed out that the brand's "growth strategy continues to take root."

Also posting healthy double-digit gains were brands including Kia, Mercedes-Benz, Audi and Hyundai.

Perhaps more interesting, though, is that Nissan, Honda and Toyota all reported significant increases in sales for January over a year earlier: 10 percent, 9 percent and 8 percent, respectively. While those numbers don't seem very impressive per se, what is significant is that they represent gains over the brands' pre-tsunami performances. So these are very positive indicators for the Japanese brands as they complete their comebacks from the March 11 natural disaster of last year.Continue reading...

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In the News: Amazon, Facebook, P&G and more

Posted by Dale Buss on February 1, 2012 09:02 AM

In the News

Amazon sees its big spending hurting its profits as Barnes & Noble escalates rift by blocking titles.

Chrysler kicks off monthly auto-sales reports with huge January and posts first annual profit since emerging from bankruptcy.

Darden is sued by restaurant workers' group.

Denny's targets fast-growing Hispanic clientele.

Deutsche Borse and NYSE can't merge, European Commission rules.

Disney takes controlling interest in large media conglomerate in India.

Exxon plans to push on with gas exploration through expected lower prices.

Facebook picks Morgan Stanley to lead IPOContinue reading...

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Super Bowl Ad Tracker: Honda, Toyota, Acura, Century 21, Pepsi MAX, H&M

Posted by Dale Buss on January 30, 2012 07:45 PM

The Big Game doesn't kick off until Sunday, but brand marketers' "reveals" of their Super Bowl campaigns are intensifying this week.

Whether they're "teasing" their actual Super Bowl spots such as Century 21, or letting everything hang out there like Hyundai (which today released all five of its Game Day commercials, and a barrage of video extras) and Honda and others, there's a torrent of Game Day spots like never before.

Will there be anything actually new to watch once the Big Game comes on? Remember when the idea was to save the reveal for during the game and be the talk of the office water cooler on Monday morning?

Here's a look at some of the latest revelations:Continue reading...

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Car Brand Perception Gap Narrows

Posted by Dale Buss on January 30, 2012 05:01 PM

Auto brands have been scrambling to differentiate themselves in January, whether with the splashes they made at the Detroit auto show or the PR/marketing machines they're operating on behalf of their Super Bowl advertisements. There's no month each year in which car marques do more to try to gain a brand edge.

And yet, new studies by huge players in the auto-brand perception game indicate that, for all these efforts, automotive brands aren't getting enough bang for their bucks. J.D. Power reports that preconceived notions drive American consumers' current perceptions of brand quality more than anything else — bad news for the domestic Big Three — while Consumer Reports finds that auto brands are increasingly being lumped together in consumers' minds.

Consumer Reports released its brand-perception survey, disclosing a fast-narrowing gap between traditionally strong brand names such as Toyota and traditional also-rans. The results showed Toyota (at #1) and Ford (#2) clustered in the first two positions, but No. 3 Honda was some distance behind, close to Chevrolet and Mercedes-Benz. Four of those top brands' scores dropped significantly from a year ago, closer to the pack, while Chevrolet managed to nudge up slightly, as did sibling brand Cadillac.Continue reading...

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Super Bowl Ad Tracker: Matthew Broderick is Back as Ferris Bueller for Honda (Updated)

Posted by Shirley Brady on January 26, 2012 06:00 PM

Matthew Broderick is reprising his Ferris Bueller character for a Super Bowl spot, with the "Coming Soon" teaser above uploaded today to a YouTube channel belonging to ChuckaChucka2012.

The description: "We hate to be such a tease, but on a day like today, we just have to. Stick it out until the Super Bowl, or take a 'day off' on Monday and catch the big reveal." Any guesses which brand is behind Ferris Bueller's Second Day Off?

Update: It's a teaser for Honda, according to Jalopnik, which hears the movie's iconic Ferrari will be replaced in the automaker's Super Bowl spot with a — wait for it — Honda CR-V. Below, enjoy a look back at Cameron's dad's Ferrari — and follow more Game Day branding news on our Super Bowl tag.Continue reading...

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Hyundai's Super Bowl Strategy: Hungry But Humble

Posted by Dale Buss on January 24, 2012 11:01 AM

Wherever you look, Hyundai is racking up big gains in sales, quality and in many cases market share. While top management of the Korean chaebol that owns the Hyundai brand has predicted slower sales growth for Hyundai this year than last year, the reasons mostly have to do with limits on production capacity worldwide and other self-imposed restraints, such as a desire to further boost quality, than with any kind of slacking in demand for Hyundai vehicles.

in the U.S. market, Hyundai continues to be bolstered by rising sales and market share; the opportunity to continue to steal sales from Toyota and Honda as those brands try to re-attain earlier levels of inventory; new products like the 2012 Elantra, the North American Car of the Year; and the gung-ho attitude of Hyundai of America CEO John Krafcik. "We're an ambitious company," Krafcik told brandchannel. "We're hungry, but we try to stay humble as well."

That's difficult to do when Hyundai can sell practically every vehicle it makes for the American market, is stealing market share from every major competitor, and even seems to be succeeding in Krafcik's bold move to stretch the Hyundai brand upscale with vehicles such as up-to-$47,000 Genesis and the $59,000 Equus, even while the $15,000 Elantra continues to anchor its product lineup.

In its biggest marketing push yet, Hyundai is getting ready for a bigger-than-ever Super Bowl this year, with the first of three spots airing just before kick-off on February 5th. The automaker is stepping carefully as it builds pre-game buzz, following the FTC's admonition to be mindful of disclosures following a pre-Super Bowl social campaign with bloggers.Continue reading...

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Sundance Film Festival Sponsors are Back in Force

Posted by Mark J. Miller on January 20, 2012 11:01 AM

The annual indie-film extravaganza known as the Sundance Film Festival got underway Thursday night in Park City, Utah, and the New York Times noticed something there that had been missing at recent fests: many corporate sponsors.

Eight brands are officially sponsoring this year's festival, which launched as an offshoot of Robert Redford's Sundance Institute in 1978: Adobe, GE, Sprint, Yahoo!, Bertolli, Grey Goose, Time Warner, and Hilton. Last year, the festival had two — Honda and Trident — and neither of them are back.Continue reading...

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