PC fires back at MAC

The PC (Microsoft) and MAC (Apple) have been trading punches for quite some time. Historically PC’s have been the mainstay in the business world while Mac seemed to cater to the graphic and media design crowd. Macs were the gold standard for the designers. Within the recent years their paths have crossed into each other in their respective niche markets. PCs have both the power and software selection to compete in the design world and macs have been mainstreamed enough to run a business. Mac has always had a younger demographic as a following, but it seems even more so with the rising success of the IPod and other Apple products. Most recently Steve Jobs revealed the Air Book from which he delivered to the crowd from a standard manila envelope. Since then PC makers have been scrambling to put together a similar product of an equally thin size. The Mac brand will continue to grow because it will grow along with their young users. Teens and college students living in their Ipod lives will be entering into the workforce very familiar with the Apple and Mac interface . This will driving the brand in the business market. With the popularity of Mac, PC has taken the time to launch an ad campaign positioning their brand with a young and fresh feel. Take a look at the two different ads below.


Mac ADs





"I'm a PC"

Fashion Week 2008

New York Fashion Week 2008 is the start of branding for seasons to come. Fashion Week is a chance for brands to showcase their new styles and truly set the fashion agenda for future seasons. Fashion weeks are typically held two seasons before the retail release of the styles. For example, Fashion Weeks being held Sept 2008-Nov 2008 are showing fashions that will be on the shelves for Spring 2009. The first Fashion Week was established around 1943 in NYC, Fashion Weeks are now held in over 60 cities worldwide including L.A, London, Tokyo, and Dubai.

Here we have brands that are not only forecasting the demand of style to come for consumers, but are influencing it as well. Right as the styles hit the runway, fashion PR machines are already getting the word out of what’s going to be cool . Delivering their message will be magazines, blogs, live streaming web videos, cell phones, and probably the most powerful of all, celebrity stylists. I hate to use the word manipulation, but what we have here are the brands telling consumers what’s cool to come.

Another thing to realize is the branding at Fashion Week goes well beyond clothes and apparel, and offers a very powerful opportunity for non-fashion brands to be associated with a very affluent group of trendsetters. Of course we had the make up and glamor markets covered and sponsorships by brands complimenting the premium fashion markets such as Mercedes Benz. Who wouldn’t want a chance to introduce their products to a market of international trendsetters, celebrities, and socialites? Other brands we saw aligning themselves with the prestige of fashion week were American Express, T-Mobile, and even Kraft Foods was there offering samples to attendees.
So what about the branding of Fashion Week itself? Will the allowance of non-fashion or less than premium brands dilute the message of Fashion Week? The presence of the wrong brands, or even too strong of a presence of the right brands can take credibility from the exclusive and highly coveted events of Fashion Week. It will be interesting to see the sponsorship and branding direction of Fashion Weeks . We’ve seen the image and message of many sports, entertainment, and industry specific events diluted by corporate sponsors. Let’s hope the directors of these influential Fashion Week events keep true to their original mission and keep their fashion message strong.

Not Grand-Daddys Lincoln...Or Cadillac

With the recent introduction of the full sized Lincoln MKS, Lincoln has also launched their television ad campaign. I have seen some of the ads which are "cool", fresh and geared toward a younger audience. The first one I noticed is the "Starship" ad. The advertisement invokes the warp speed scene from Star Wars which is reaching out the the audience of middle aged buyers who grew up in the Star Wars era. In the second ad we hear an upbeat techno song playing while showing different features of the car including the state of the art media screen. At the end of the commericial the words "Leather-Wrapped Cyberspace" appear on the screen. This is clearly targeted at a younger consumer group who are in the market for a luxury vehicle. Lincoln is following suit to Cadillac whose launch of the redesigned CTS brought about a change in image of the Cadillac car brand. They wanted to move away from the image of an older man driving his Caddy to the golf course and catch the interest of the younger consumers.

Lincoln Starship Ad



Lincoln Techno Ad

Ethan Allen's 180

Ethan Allen got its start in the late 1930's they were always known for their very traditional furniture and style. I recently saw their commercial and immediately noticed their attempt to re image themselves. At the time when the commercial came on I was really not even paying attention to the television, but the upbeat tribal music caught my ear and I wanted to know which company was running an advertisement. After watching the commercial I was very surprised that it was Ethan Allen Furniture. As you will see in the video everything they are trying to be or convey is shown by the words that flash up on the screen. It seems like they may even be trying to target the people who live in the loft or studio style apartments who want a bit more than Ikea. Check out the commercial.

Super Market to Farmer's Market

With the change in Stop and Shop's logo to a new fresher look I began to look back on the progression of today’s grocery markets. Many are coming full circle from the local markets they once were, to an overly commercial box of corporate design, and back to the local market feel.
I’ve recently been seeing many of the Stop and Shops in my area undergoing some major renovations. . To walk through them now is a very different feel than the commercialized markets that I have been brought up with. From the arrangement of the produce section to the changing of the lighting, the feel has come back to a "Local Farmer's Market". Fruits and vegetables are arranged in different wicker and wooden "Bins" and are highlighted by high color rendering lighting rather than the mundane fluorescents we’ve become complacent with in recent years. A major change we are seeing is wood being used as finish and trim to really dress up the stores.
Another big change we are noticing is a much greater focus on the organic and healthy foods. Whole Foods have moved into to many areas and have set the bar with creating that local market feel in a national chain.. Their appeal to organic and "green lifestyle" attracts a totally different customer than say a current Super Walmart might and now major grocers are fighting to attract these often “higher end shoppers”. With their selection of (many times local) meats, fish and produce, the premium food bars and prepared meals, not many markets have yet topped their selection or matched their atmosphere.
There are a few locally owned stores, which despite competition from Stop and Shop and Shaws have done quite well. Dave's Marketplace and Belmont Markets have done a remarkable job with keeping customers despite their corporate competitors By keeping the local market feel, offering great products (produce and meats), and having luxuries such as an in store bakery and specialty prepared foods they have kept their very loyal and local customers coming back. As of this writing one of the Belmont markets is scheduled to close and reopen as an IGA. Reasons given have been the slowing economy and in my opinion had no chance to succeed being built so close to the original and larger Belmont location.
Grocery chains are re branding themselves to better serve their current customers, react to the new market demands and attract those local market and Whole Foods shoppers. It will be interesting to see which national grocers follow this farmers market trend next.