Month: April 2016
(Excerpts) First came the slogan. Then the ads. Now the beer.
The Las Vegas Convention and Visitors Authority will introduce a limited-edition #WHHSH beer during a promotional party Saturday and Sunday at the Ingleside Inn in Palm Springs, California. The event coincides with the Coachella Valley Music and Arts Festival, which will run Friday through April 24 in Indio, California.
Phillip Davis, founder of Brevard, North Carolina-based Tungsten Branding, said the beer makes a two-dimensional pitch (print, video advertising) three-dimensional and sensory. Walt Disney theme parks have used a parallel tactic, he said, pumping in scents — salty sea air on a “Pirates of the Caribbean” ride or fresh-baked cookies on Main Street — to heighten experiences.
“You’re adding taste, you’re adding sensation,” Davis said of the #WHHSH beer. “And that it’s beer befits Las Vegas’ overall theme for being adult-oriented. They’re not doing it on a soda. It’s ingenious on several levels.”
The hashtag, a signpost on Twitter, and initials serve as an insider’s wink, Davis said.
“Adding a twist to a twist creates more of an inside joke,” he said. “If you get the twist on the twist, it makes you feel like more of an insider, more part of the ‘it’ club.”Read More
(Excerpts) The National Law Journal spoke with branding expert Phillip Davis, president of North Carolina-based Tungsten Branding, about the naming brouhaha and what George Mason should do now that #ASSLaw has taken on a life of its own. (Yes, there is a parody Twitter account). His answers have been edited for length.
When it comes to branding mistakes, how bad is this one?
A couple things come into play. Sometimes these things can be explosive and horrible, but they fade quickly. The example that comes to mind is when Apple announced the iPad. The number one trending hashtag on Twitter was iTampon. Apple walked right into it. That was absolutely the hot topic of the day and that lasted about two to three days. The reason that faded is when you have an 800-pound gorilla, it will outbrand most mistakes. The question is: Are you an 800-pound gorilla?Read More
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