In the last few years, Intel’s advertising has become a lot less inward-focused. For decades, the company’s “Intel Inside” campaign directed consumers’ attention to the chips that Intel puts inside electronic devices. While that campaign (with its instantly recognizable bong-bong-bong jingle) helped make the company what it is today, Intel hasn’t been content to rest on its success. This is a company with innovation in its DNA, after all.

With new CMO Steve Fund at the helm, Intel has added an outward looking element to its Intel Inside message. The company’s latest marketing push is focused outward, highlighting the shuttle launches, solar-powered car races, animated dragons, high-tech garments, and other wonders that Intel technology brings to life. The initial video … Continue Reading

Buying is an emotional act. Science bears this out. Functional MRI scans, in fact, show that people often rely on emotions rather than information when evaluating brands. Other studies have found that the emotions triggered by an ad influence a potential customer’s intent to buy far more than the actual content – by a factor of 3-to-1 for television commercials.

A perfect case study for this is Whirlpool’s “Every day, care” campaign. In addition to being a solid example of the power of visual storytelling, the campaign’s television ads focus on the small, everyday acts of kindness that often go unnoticed, but have remarkable impact. The spots evoke strong emotions, and maybe even a few sniffly tears. Whirlpool has also … Continue Reading

One of the biggest news stories of the last year occurred on December 3, 2013, when the city of Detroit became the largest municipality in the United States to enter Chapter 9 bankruptcy.  A decades-long economic decline saddled Detroit with $18 billion in debt, high crime rates, extensive urban blight and, it would seem, a problem marketing itself to potential visitors.

But Detroit is one hard city to knock out.  (It is the home of Joe Louis, after all.)  From the Model T to Kid Rock, the Motor City has contributed enormously to the manufacturing, musical, and cultural life of our nation, giving it an enduring appeal.  The only northern city to have hosted two Super Bowls, Detroit plays … Continue Reading