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What Happens in Vegas: Brand Immersion in the American Culture

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whathappensinvegasOnce a brand is so heavily immersed in the American culture, it creates a huge amount of staying power. The brand name turns into a word or phrase used to describe entire categories of products or a lifestyle choice. The perfect example of one brand applying to an entire category is Kleenex.

Growing up i, like many others, did not know the word ’tissue.’ Kleenex is what everyone I knew called them, no matter the brand. To this day, I never use the word tissue. It was something built into my culture as a specific word. When a brand has this amount of pull, the staying power is immense. This of course applies to only one product category. Can you think of a brand that spans the gamut of all product categories?

Cadillac is one such brand. Cadillac has been synonymous with applying as a phrase meaning the “gold standard.” What do mountain biking tips, health care. grilling, power cables and surf shops have in common…

Read the entire article on the Talent Zoo blog Beneath the brand at: http://www.talentzoo.com/beneath-the-brand/blog_news.php?articleID=18181

Cadillac is Back at Hero Status

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bob_ferguson_cadillacOn June 14, 2013, Bob Ferguson, Vice President of Global Cadillac, spoke to a large group of industry professionals at the Adcraft Club of Detroit GM Day. Ferguson is clearly focused on the long-term brand strategy to bring Cadillac back. After some neglect and declining market share for more than thirty years, Cadillac recently has had its highest sales spike since 1976.

Ferguson focused his discussion on Cadillac as an epic tales of sorts. The hero is the automobile, with various sections of the story revealing its true character. Ferguson describes it as a tale with three acts.

  1. Act One: Cadillac is described as the hero in its infancy. It is born. It leads. It is iconic. It holds the virtues of the American public. As many know, Act One lasted for many years, from approximately 1902 through 1976.
  2. Act Two: Things were shifting and the hero that is Cadillac was lazily focusing on size and its past status. Cadillac, the hero, slumped. It was caught off guard by its enemies and the new idea of what an iconic car should be.  Act Two lasted a lot less longer than the previous act, from approximately 1976–2012.
  3. Act Three: Cadillac is described simply as redemption. The hero…

Read my entire article originally published on the Talent Zoo blog Beneath the Brand here: http://www.talentzoo.com/beneath-the-brand/blog_news.php?articleID=17905

Cadillac is Going Rogue

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2014-cadillac-ctsCadillac is “Going Rogue.” No, not in the Sarah Palin-esque style after which she so eloquently titled her memoir. Rather, in its advertising switch from Fallon Worldwide to three firms from the Interpublic Group of Companies simply called “Rogue.” Rogue is comprised of Campbell Ewald (Detroit), Hill Holiday (Boston), and Lowe (London).

“Our open architecture model brings together outstanding IPG talent with deep knowledge of both autos and the luxury consumer — domestically and around the world,” said Michael Roth, Chairman and CEO of Interpublic Group. “Our offering will be comprised of the exceptional creative capabilities of Hill Holliday, a powerful base of operations in Detroit thanks to Campbell Ewald, and Lowe’s dynamic international network.”

Back in March, Bill Shea at Crain’s Detroit Business told the public that Cadillac would be taking the reins of its advertising back from Fallon Worldwide and giving it to Campbell Ewald. Tuesday, Shea announced that “Campbell Ewald hired as part of Cadillac ad account switch.” The focus has been on Campbell Ewald because of its long history…

Read the entire article on the Talent Zoo blog Beyond Madison Avenue at: http://www.talentzoo.com/beyond-madison-ave/blog_news.php?articleID=17668