Steve Shu // Steve Shu is a management consultant and business development professional. He is also an Assistant Professor of Marketing at Irvine University.
Steve holds an MBA from the University of Chicago and both an ME and BS in Electrical Engineering from Cornell University.
Steve currently has a primary professional blog at http://steveshu.typepad.com and can be found on Twitter at http://twitter.com/steveshu
Interesting that this video talks about making Mickey "relevant" first. The notions of differentiation subtend somewhat, but are clearly important. Note that the article in which this video is embedded implies lessons for re- branding issues as well as personal re-branding issues. http://inventorspot.com/articles/how_mickey_mouse_rebranding_34286
For a dose of disgusting, here's Windows 7 launch & Burger King promo deal (7 patties - 2120 cals)! http://www.youtube.com/watch?v=FZubQTiZc2c
Is this the business model for Twitter? Co-branding - brand extension like thing. Some interesting elements that combine social responsibility, non-profits, word-of-mouth, and Yellow Tail wine-like strategy.
Update 10/17/09: More details emerging which indicates not as much like Yellow Tail wine strategy as I may have originally thought. For example, seems like wine may be in the $20ish range, possibly plan for more than just two wines, ...
My goodness! Really hits the guilt spot. Recent global warming public service message playing in the UK. http://www.youtube.com/watch?v=w62gsctP2gc
Good example of missing the primary target. Saving the cheating husbands, but alienating the wives perhaps?
Interactive chart that references some key change points. Follow link here http://www.interbrand.com/BGB09/JXECR863200P.swf
Very unique if you ask me. But I'm not sure if growing in a subway ceiling makes me want to eat more potatoes or chips ...
The post referenced above does a good job of characterizing the evolution of the logo creative for Guitar Hero and new subbrands (such as DJ Hero above). For additional context on how the strategy of the company is evolving (which drives creative design), readers may be interested in my brand audit of the Guitar Hero brand http://steveshu.typepad.com/Mini-Brand%20Audit%20-%20Activision%20Guitar%20Hero%20V1d0.pdf
It is not uncommon for advertisers to make creative suitable for local markets. Where did this fail? People likely react worse to "photoshopping" versus reshooting pics with demographics targeted to audience. It is also claimed vt some that the retouched ad airbrushed out the Apple logo off the laptop computer ...
Happened to see this "choose your own adventure" Twix commercial on the web. Parallels 30-second spots I've seen on TV, but can be a bit more extended due to the web format.
