You’ve probably read about how your company should ‘bring meaning’ or ‘have a greater purpose’ but often it’s difficult to see how you relate that to your own market or product.
The family-owned Bernard brewery in Humpolec Czech Republic doesn’t seem to have a problem articulating themselves in their issue-based advertising campaigns.
They pick their battles and take aim at issues in their market that trouble them and their customers – people who like good beer.
In the first ad they’re campaigning against beer being sold in PET (plastic) bottles. Whether it truly affects the taste or not is a matter for debate but Bernard’s signature bottle style contrasts with the plastic bottle, implying quality.
In the second the brewery’s mascot, Bernard is dressed as a border guard, protecting the country from the invasion of ‘Eurobeer’ – a poke at the effects of foreign management of Czech breweries by multinational brewery groups.
It’s worth noting that Bernard have built a solid fan base and a reputation for being independently run and outspoken. If your brand doesn’t have that kind of history then your work will be tougher!
Some weeks very little changes across the platforms we use to reach our customers and prospects. Those are what I think of as good weeks. The only certainty however is change, and this week has seen a whole heap of changes from Google and Facebook. Here’s a little about each and some links where you…
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This Prague sushi joint (though originating in Bratislava, the capital of Slovakia) has one of my favourite logos of recent years. So simple (4 vector objects) yet conveying so much. The red sun from the Japanese flag, a plate, chopsticks and the hands of a clock. Perfect. Now I need to find out what came…
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Are Google’s Android team leaning on their Analytics colleagues to present their numbers in the best possible light?
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Google are really pushing mobile these days (no surprise as Android’s at least the third most popular mobile platform, based on the numbers across all my clients’ Google Analytics accounts, behind iPad and iPhone). So much so that they’ve teamed up with a third party to mobile-optimise your website. But do you need to? Local…
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Over the space of the two years I’ve been using Advanced Web Ranking, complete SEO software that has become an essential part of my digital marketing toolset. Do rankings really matter? In this ‘new reality’ of Google Search Plus Your World, personalised and localised results, you’d think that tracking rankings for your keyword phrases wasn’t…
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In a commercial break on a Czech Music TV channel I saw these two ads (KFC ad is the original Czech one, Centrum ad is a similar US version). Did the cholesterol pills ad buyer just get lucky? Does the ad controller at the station have a sense of humour? I guess we’ll never know….
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Ever since Facebook opened up every Facebook Page to comments (and not just from people who like the page) keeping tabs on your Page’s comments can be a tricky thing to do. There are how-to guides online that suggest you can get alerts directly from Facebook when someone posts on your Page. The interface to…
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QR codes (2D barcodes) have been front of mind for me recently, partly for the wrong reasons: Malicious QR Codes, QR Codes that might unleash some malware on your phone, parroted by many outlets, including this piece by TechCrunch while EConsultancy wonders whether the link with malware could damage perceptions of QR Codes amongst consumers,…
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If you run a blog, you may have noticed a rash of ‘trackbacks’ or ‘pingbacks’ recently. These are articles on other blogs or websites that link to your posts. When you follow the link to the site linking to you, you may find that your link doesn’t appear within the body of the article at…
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