In the Comments: World Cup + more


Thanks to those of you who take the time to not only read, but post a thought-provoking response, on brandchannel — and a special shout-out to loyal reader Bill Backus for taking time to post such thoughtful comments.

Aso, thanks to everyone who took time to fill out our reader survey. We’ve heard from more than 1,000 of you, and will start digging into your responses this week to help brandchannel better reflect your needs. Stay tuned!

World Cup: Nike vs. Adidas Heats Up

“As a South African, living the World Cup in South Africa, I have been impressed by some and bored by others. For me, the star performer has been Coca-Cola. The reason, I believe, is that many of the partners were looking for what exposure they can get out of the sponsorship as opposed to what they could give to the fans. Therefore, many campaigns are backed by pure muscle (read: money). They are loud, aggressive and in your face. Coca-Cola took the approach of giving something back – generous with what they distributed to the publci in SA, inspirational in their advertising and spirited in their support for football-mad fans everywhere. Their acquisition of the Wave Your Flag song was magical in generating goodwill for the brand and in entrenching their already dominant position in Africa with the clever use of an African artist and the iconic South African vuvuzela.[more]

When children start spontaneoulsy singing a theme song from a commissioned advert – you know you’ve hit your target. On the Adidas campaign, it is my view that Adidas continues to suffer from the same marketing issues from which it has always suffered, i.e. mundanity. The brand is averse to passion – so how can it inspire 32 football mad countries? Even if 43 million South Africans are wearing Adidas shirts on the offical Bafana Bafana (national team) shirts – they still have not captured imaginations and certainly, not hearts.” — Ulaysha Sukhu

“As an avid watcher of the World Cup, unless the brand is specifically displayed on the digital boarders around the soccer field or mentioned to be “official sponsors” you would never realize who isn’t an office sponsor. Many people I speak with don’t even know Adidas is a sponsor and Nike is not. Is this wrong and marketing in bad faith? Of course not. Nike has just planned and devised a way better marketing campaign and you can’t blame them for that.” — Josip Petrusa

Virtual Business Cards Challenge Brands

“We just featured a rebuttal to ‘virtual cards’ this morning. Worth a read. Don’t think the virtual angle is going to happen quickly… if at all.” — Cory Rogers

Brand Bites: Summer Solstice Edition

“Damn – the Bosch VitaFresh campaign was brilliant. This is a great example of a brandversation – which is building a 3D manifestation of the brand attributes and delivering them in such an innovative way that when consumers engage with it – they walk away continuing to converse about it and spread the word.  Very good. It reminded me of a campaign we did in a supermarket – but with a CD release.”  — Bill Backus

Movado: Running Out of Time?

“Clearly depicts the tragedy of brands not staying focused on innovating the way forward with their brand… CMO’s, VP of Marketing, and Brand Managers out there – pay close attention. Today’s economic times gave birth to sustainable innovation within organizations. So regroup your efforts and start figuring out where you and your consumers want to see the brand after this economic depression. Than start working on it.” — Bill Backus (again!)

Toyota’s IQ Font Wins Cannes Lion

“Beautiful. Inspiring. Innovative. Call it what you will – the development of the new Toyota IQ font looked like a fun project to be a part of. The stunt of designing a new font by using the actual vehicle was pretty impressive, but what really made this work, in my opinion, was the intelligent strategy of documenting the project and releasing it virally. Brilliant!” — Bill Backus (And again! Thanks, Bill!)