Clickables from Mediapost.
Retail
by Sarah Mahoney The big question, of course, is whether its value positioning will continue to resonate when consumers' financial fears ease. "When the economy comes back," predicts Catherine Fox-Simpson, a partner at BDO Seidman's retail and consumer product practice, "shoppers will stay with Walmart, because of [its] commitment to the environment. For years, the company was considered one of the worst. Now it's leading the charge, and customers like that." ... Read the whole story > >
Automotive
by Karl Greenberg
The company launched the 2009 Forester in late April with a "Love Letters Viral Video" campaign and followed up with TV spots for Forester, Impreza and Outback at national, regional, and dealer levels (or, per Subaru nomenclature, "heart, brain and wallet"). And while the temptation surely was to go with the flow last fall and do deal ads, the company used its beaconing strategy to offer another kind of incentive. The "Share the Love" campaign let customers select one of five charities to receive a $250 donation from the company following the purchase or lease of a new vehicle. ... Read the whole story > >
Technology
by Nina M. Lentini Where HP has shone is in terms of technology, having introduced a green notebook, developed a 24-hour laptop battery and debuted the mini HP. "They are responding to consumers' needs," says Brand Keys' Robert Passikoff. "They want small, low-power laptops to get on the Web using a full keyboard. That's where their leadership is--where they shine." That connection is detectable. Vitrue, a company that measures social media, detected an upswing in social share of voice on HP's part in November and the first two weeks of December, even as Dell's share went down. ... Read the whole story > >
Food
by Karlene Lukovitz
Campbell's highly focused marketing reflects the its overall strategic strengths. The 140-year-old company was ahead of the curve in positioning itself within the health and wellness zeitgeist that continues to be F&Bs main growth-driver, and it's been building on that advantage with tight concentration on three core categories: soups and other simple meals, baked snacks and healthy beverages. ... Read the whole story > >
Financial Services
by Aaron Baar "The thing that fascinates me is how much brand clarity they have. They're all about helping people save money," says Jeffrey Pilcher, editor and publisher of TheFinancialBrand.com. "By sticking to their guns, they've set themselves up nicely." That brand clarity will work in ING Direct's favor as consumers continue to tighten their belts, particularly if confidence in traditional banks continues to erode. In October, ING Direct leveraged its savings-based positioning (tagline: "Save your money.") to be a voice of reason in troubled times. ... Read the whole story > >
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