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Prophet, February 1, 2009 — Luxury brands face no small dilemma these days as they try to deliver growth without compromising cachet—all against the backdrop of a severe global recession that’s sure to challenge their fabled resistance to downturns. (Marketing News)
New York Times, November 16, 2008 — From the “Buick” emblazoned on Tiger Woods’s golf bag to the Chevrolet Camaro that Cole Hamels drove home last month for being named the most valuable player of the World Series, it is hard to be a sports fan without stumbling across some type of advertisement for General Motors. The company consistently ranks first among advertisers of televised sporting events, outspending other automakers by more than two to one.
But as G.M. faces a financial crisis that has executives pleading with Congress for a federal bailout, many are wondering how far the company’s troubles will extend into the sports industry, which is already struggling to attract advertisers and sponsors in a weakened economy.
USA Today, November 14, 2008 — LOS ANGELES — Ron Olsen could have bought a Mercedes-Benz, BMW, Lexus or another Cadillac. Instead, the Boeing retiree decided to part with $40,000 for the new kid in the luxury sedan market — a Hyundai Genesis.
Advertising Age, November 5, 2008 — Nov. 4, 2008, will go down in history as the biggest day ever in the history of marketing.
Take a relatively unknown man. Younger than all of his opponents. Black. With a bad-sounding name. Consider his first opponent: the best-known woman in America, connected to one of the most successful politicians in history. Then consider his second opponent: a well-known war hero with a long, distinguished record as a U.S. senator.It didn't matter. Barack Obama had a better marketing strategy than either of them. "Change."
Wall Street Journal, June 20, 2008 — Earlier this year, a half-hour mockumentary about a small Bavarian town's attempt to catapult a BMW car from Germany to the U.S. via a giant ramp garnered positive buzz from auto and pop-culture blogs. Yet rather than soak up the glory, BMW spent weeks refusing to claim the short film for what it was — a viral-marketing campaign created by the company's ad agency, GSD&M Idea City.
By keeping mum, the German auto maker was taking a risk. In recent years, the viral-marketing world has been littered with examples of companies that have pulled the wool over consumers' eyes, only to be blasted with criticism when the truth came out.
Advertising Age, November 19, 2007 — Once you accept that star chefs are brands in their own right, it follows that many of the best restaurants in Paris are heavily branded. Gourmets flock to establishments such as Guy Savoy, La Table de Joël Robuchon, Alain Ducasse au Plaza Athénée and Senderens (named after another Alain)...But an upscale restaurant named after an automobile?
Time, July 5, 2007 — Cloth seats or leather? Sunroof or spoiler? Walk into any auto dealership to buy a new car, and you'll be offered a multitude of options. If it's a BMW you're buying, however, there's a twist: you can walk out of the showroom and change your mind later. Perhaps you'd really prefer the poplar interior trim to the brushed aluminum.
Wall Street Journal, June 12, 2007 — Europe's luxury auto makers are taking an unusual tack to lure American drivers: offering them incentives to travel abroad to buy a car and merging the experience with a high-end driving vacation. European-delivery programs, which are offered by such auto makers as BMW AG, Daimler-Benz AG's Mercedes-Benz unit, Ford Motor Co.'s Volvo unit and Porsche AG, allow U.S. customers to take ownership of a new car overseas before shipping it home.
Advertising Age, February 20, 2007 — Taking a lesson from parent BMW, Mini USA is introducing a series of online short films that track the adventures of a character named Hammer and his sidekick Coop, a Brit-speaking Mini.
New York Times, January 29, 2007 — Each day, it seems, marketers go further in their quest to deliver messages so engaging and personalized that one cannot help feeling special. The latest step will be seen today in four cities when Mini USA begins delivering custom messages to Mini Cooper owners on digital signs the company calls “talking” billboards.
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