Man, that’s what I call one big show-down.

Jennifer Lopez’s new video “Papi”  has hit the the screens in what looks as massive display of brands of all types and sizes. But the main character is none other than automaker Fiat. It was not long ago we had heard the brand had enlisted and signed with Jennifer Lopez in order to promote products such as the 2012 Fiat 500 Cabrio. A 30 second version/trailer was launched prior to the music video and was featured on its website and Youtube channel.

“Jennifer fits perfectly with the brand not because of who she is but because of what she is — authentic, passionate, modern and a fighter determined to stand out from the rest,” said Olivier Francois, Chrysler’s CMO. Her deal is the latest of many partnerships artists commonly have with auto brands. For example, Chrysler also took on an endorsement by Eminem earlier this year with this appearance in its Super Bowl spot, which has been viewed more than 12 million times on Youtube.

However, it was not Fiat’s presence in the video that caught my attention. Did any of you also notice how many brands made the cut?

Blackberry

 

Black

 

Fiat (as previously mentioned)

 

Planet.com & Apple’s Mac Book Pro

 

Tous

 

In cases like these I can’t help but wonder… how much of product placement is too much? Is this endless parade of cameos make us feel we are having something shoved something down our throats? Does this attitude benefit or end up hurting the way people perceive us?

Of course it does serve as a slingshot for many to see what our product is capable of- I mean, it looks as though the Cabrio can withstand anything. Even a lusting stampede of men. So my guess is that it will be perfect for cities and daily traffic. Question is, how much of her persona will be transferred into the brand’s positioning? Will she be able to revitalize it? Only time will tell… and sales of course. But so far, a gross number of 6 million people have seen the vid in only 3 days. Not bad at all. It got us all talking and writing about it, didn’t it?

 

 

By Maria Elena Moré
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Connect with More Than Branding on Facebook and Twitter (@MTBranding)

 

A few days ago I was talking to a friend about the nature and level of importance some brands have in society. Brands such as Coca-Cola, Youtube and Google. I told him that whenever I wanted to measure if and how relevant a brand is for the world, I’d ask myself : “What if the owner/s suddenly decided to shut down the company? What would people do? Would it affect society somehow?” The truth is that the bigger the dependence, the bigger its impact, the bigger its absence… Could you picture a world without Coca-Cola? Or without Google? Now think about this- could we imagine a world without Facebook? The answer is a big, fat resounding “NO”.

There are several reasons why social networks are so vital for us today: they are a great place for us to expose our brands, engage people, widen our potential client base, help build trust, and most importantly- foster interaction with our customers. The one-way type of communication is now a thing of the past. Companies can now listen to customers on a day-to-day basis. As David Meerman Scott writes on his book, “The New Rules of Marketing & PR”:  ”The web has changed the business-book model. Now, great PR includes programs to reach buyers directly. Effective web marketing that delivers compelling content to buyers gets them to take action.” Instead of just advertising to people, build a relationship with them. It’s the best way to create a bond that can withstand almost anything.

What is astonishing about Facebook is the impact it has made on our communication strategies in just a matter of 7 years. It has completely shifted the way we interact with one another. Interestingly enough, it’s hard to remember what it was like before it…

“The Social Network” – the story about the founder/s of Facebook - hit the screens on October of last year. The movie, starring Jesse Eisenberg, Rooney Mara, Justin Timberlake and directed by David Fincher, received widespread critical acclaim and grossed more than $200 million worldwide. The film did nothing more than further instigate interest and fascination for the brand. Mashable founder Pete Cashmore said: “If the Facebook founder [Zuckerberg] is concerned about being represented as anything but a genius with an industrious work ethic, he can breathe a sigh of relief.” Forget the ugly lawsuits that went on between him and his former “friends”… we completely forgive him. It also helped prove something I always talk about. There is nothing that helps a brand more than a “face”. Look at Steve Jobs for Apple and Walt Disney for, well, Disney… The minute you associate someone with a product, the second you give that brand a heart. They stand as the visionaries that drive the company foward. 

For those who have not yet seen the film, here’s a glimpse: 

The film picked up four Golden Globe awards last week, including Best Picture, Best Director, Best Screenplay and Original Score. Talk about the best product placement in the history of cinema. But I do wonder however, do we call it product placement when the entire movie is about you?

Facebook is a terrific example of the possibilities and power of the Internet. It’s the story of beeting the odds and the endless quest to perfection. A true testament of entrepreneurship and creativity. Because when it comes to innovation, there is no age or boundaries.

I leave you with this amazing infographic on Facebook, made by the folks of SocialHype and OnlineSchools.org.  

Enjoy!

Via: Online Schools

By Maria Elena Moré
_______________________________________________________________________________________________________________

Connect with More Than Branding on Facebook and Twitter (@MTBranding).

It’s Friday boys and girls! So you know what that means… It’s time to sit back, relax and play a little…

Who came along first, Microsoft or Nokia?  Who wants us to ‘Think outside the bun”? Which car manufacturer uses this brand tagline “Zoom Zoom”? Which is the oldest brand in the Top 100 in BusinessWeek? Just how much of a marketing savvy are you?

 Test your knowledge with these cool quizzes:

• Smart Marketing IQ Test
• Take the innovation challenge

 

If you’re a car lover, you must check this one out:

• The Brand Prix Quiz

 

Enjoy your weekend. Ciao!

 

By Maria Elena Moré
_______________________________________________________________________________________________________________

Connect with More Than Branding on Facebook and Twitter (@MTBranding).

July 11, 2010. 

As Spain picked up its first World Cup trophy, national media did not waste a second in publishing its glory on every paper out there…printed, online, you name it…

Enter McDonald’s.

The fast food giant makes a subtle, yet brilliant statement at www.elpais.es, a leading Spanish newspaper. Their historical corporate colors (red and yellow) make it an excellent opportunity to relate to the Spanish flag.

The text next to the heading?

“Passion for our colors. Congratulations champs. Thank you Villa (David) for celebrating your goals with us.”

Brilliant… and I’m loving it.

By Maria Elena Moré
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Connect with More Than Branding on Facebook and Twitter (@MTBranding).

Call it love. Call it vision.

It’s not strange seeing a brand seizing an opportunity such as the World Cup for promotional purposes. Not strange at all. Just ask Nike, Adidas or Hyundai who have done an excellent job. We’ve all witnessed truly outstanding campaigns revolving around a monumental event felt everywhere and by everyone.

But when it triggers the core, the pit of a nation… then that’s a different story. Long before Spain’s triumph in South Africa, Banesto (Banco Español de Crédito), one of the nation’s largest banking groups, went to a whole new level. Their website, ”Sigue la selección”,   is a tribute to two of Spain’s prized jewels- Rafael Nadal and the national football team. ( http://www.siguealaseleccion.com/)  

The campaign was crowned with a video called ”Espíritu Ganador” (Winning Spirit).  It captures the essence of the world of sports and its stars, and how it relates to the values of the Banesto brand: 

¿Qué es espíritu ganador?

Espíritu ganador es luchar por la victoria sin descanso

Espíritu ganador es ser el número 1, y seguir siendo tal como eres

Mejor banco en España 2008 y 2009

Es el coraje que crece dentro de ti y que hace más fuerte  

Es eso que no deja que te rindas, nunca

Espíritu ganador es la fuerza, el empuje, la decisión  

Uno de los 25 bancos mas sólidos del mundo

Es aprender de las derrotas y de las victorias

Es levantar la cabeza y mirar al frente, seguro de uno mismo

Espíritu ganador es saber quién eres, y hacia dónde vas

Más de 100 años de historia

Este es el espíritu ganador de Banesto

Y queremos que formes parte de él.

 

Translation:

What is a winning spirit?

A winning spirit is fighting relentlessly for victory

A winning spirit is being number 1, and remaining as such

Best Spanish bank in 2008 and 2009

It’s the courage that grows inside you making you stronger

Never giving up

Winning spirit is the force, the thrust, the decision

One of the 25 most solid banks of the world

It’s learning from your defeats and victories

It’s lifting one’s head and looking forward, confident of oneself

It’s knowing who you are and where you are headed

More than 100 years of history

This is the winning spirit of Banesto

And we want you to be a part of it.

 

Banesto’s President, Ana P. Botín, mentioned that ”…Banesto is proof that being the best is not being the biggest, but playing with the best team…”

Inspiring.

Never has the phrase “Well played”  fit better.

By Maria Elena Moré
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Connect with More Than Branding on Facebook and Twitter (@MTBranding).