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1.
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The retailer brands! They are now national and I do not believe in teh artifical split between retaielr brands and manufacturers'. This si a thingof the past.
Other succesful brands are those that took ownership of their retail structure - even if sometimes it is just as a PR tool - Nespresso, Apple ( Stores°, Mouis Vuitton, Starbucks
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2.
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nike
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3.
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nike
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4.
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Cannot divulge
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5.
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good question
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6.
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don't know
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7.
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Best Buy has reduced their exposure to traditional media with successful move to motorsports sponsorships, even if early in the review stages. They've combined alliances with in-store partners and promotion.
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8.
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P&G |
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9.
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Mini Cooper, Toyota Scion, Major League Baseball. All have utilized Web sites effectively and interestingly.
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10.
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Sony has multi-level retail marketing support; i.e. syndicated merchandising, dedicated product training, periodic assisted selling and planned in-store events, in-store advertising tied to out-of-store advertising.
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11.
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Starbuck's has always been retail driven and has never participatied in any significant mass advertising.
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12.
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Red Bull - engaging trade strategy combined with irreverent and mainstream sponsorship activity (e.g. F1 and FlugTag)
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13.
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Starbuck's. Caribou, StoneyField, WholeFoods are all examples of great brands that have spent little to nothing in traditional TV advertising. They've put their focus in unterstanding the emotional connection between their brand and the consumer and EVERYTHING they do creates an experience that has grown into a relationship.
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14.
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Mini Cooper, Altoids, Corona
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15.
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Apple Computer - because of their consumer outreach
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16.
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Dove - integration of all elements working together, plus engagement of consumer at all levels.
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17.
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I don't believe there are any that have fully made the transition at this time.
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18.
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Burger King
BMW
NIKE
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19.
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SoBe
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20.
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Jones Soda
Red Bull
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21.
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Apologies - I'm in the UK
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22.
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confidential
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23.
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Orange - continue to use TV but have surrounded me as a potential target consumer with radio sponsorship, online, print, cinema etc. Also Orange Wednesdays are a reward to existing consumers and an incentive to new. However, rather than a holistic approach; all of the communications looking the same. They have fitted the message to the medium in terms of style, environment and most important mood of the consumer at the time of impact. E.g. Virgin Radio Christian O'Connell show sponsorship is witty & irrelevant, Cinema sponsorship is entertaining etc.
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24.
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alis (clothing)
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25.
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Don't know american retailers
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26.
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Pampers, Tide, Crest.... use ALL vehicles
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27.
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Tylenol - they do significant marketing in events that have participants that use their products - ski resorts, tennis events, sporting events, etc. They also have product placement in stores that not their 'traditional channel'.
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28.
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Prilosec strong instore, internet, Doctor, and buz marketing
Axe did a great tranistion for media to wide format marketing
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29.
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P&G - well branded in store |
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30.
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Starbucks
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31.
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University of Phoenix, experts in Online marketing and lead generation
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32.
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Nike, Starbucks, Sony, Apple
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33.
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Starbucks - experience
Dove - struck a nerve / sparked a positive debate
Mini Cooper & Altoids - highly distinctive and creative brand voice / personality + effective use of alternative media
Marlboro - forced to evolve w/ no TV & big spend
Axe - took risk in targeting + highly provocative brand positioning & attitude paid off
Amazon - shifted TV spend to free shipping budget and positive online experience
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34.
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Kraft Foods Most P&G products (I'm assuming because I don't see them on TV anymore!) |
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35.
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None
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36.
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Starbucks - Dunkin Donuts is emulating their strategy. The fact they're on every corner IS their brand image.
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37.
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Mini-Cooper - used online marketing efforts and events effectively to launch the brand
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38.
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P&G |
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39.
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?
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40.
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E-Bay, Yahoo!, Starbucks and Amazon.
They all used distribution as the key awareness vehicle
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41.
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Coca-Cola
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42.
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starbucks, apple
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43.
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Wal-Mart certainly claims great success, but who knows how true that is...
Best Buy clearly considers in-store to be a critical part of their marketing, merchandising and promotions strategies
Nike and Virgin are both trying some very interesting and aggressive experiments, but too early to tell how well they are working
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44.
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FedEx - with its retail presence culminating with Kinko's
Toyota - good use of targetted DM
American Express - well-conceived events
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45.
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I would be interested to know... Red Bull?
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46.
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Specialty beverages like Red Bull by utilizing on-premise media
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47.
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P&G for their dedication to innovation |
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48.
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google and Amazon.com - viral marketing - a compelling reason to keep coming back as well as spread the word
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49.
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Booze - because they were forced off tv for a long time.
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50.
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Procter & Gamble. They have moved beyond discussion about alternative marketing and have re-focused their entire organization on winning at retail.
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51.
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Scion.
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52.
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"The age of Starbucks" - Tesco, Coca-Cola, Whole Foods.
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53.
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Nike because of online ads that are fun to watch, BMF films, too
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54.
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don't know
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55.
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Olay - successful use of online for targeted reach
M & M's - personalized product offerings; integration of their tv ads with online presence/web site
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56.
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Apple is able to leverage the strength of each media channel to send an integrated, dynamic brand experience, online, offline and at retail.
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57.
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Brands that are most able to finely define their target audience. Starbucks must be the ultimate--no real TV media. Many of the cereal brands are relying more and more on in-store and their packaging in particular.
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58.
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Starbucks - the location is the advertisment. They market to me the entire time I am in their location.
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59.
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Honestly hadn't considered it until this survey and off the top of my head none really jump to mind. (That is, I've not noticed noticing a change in any major brand's mix.)
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60.
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P&G family - lots of money |
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61.
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P&G - because they plan |
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62.
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Barnes & Noble
They focus on new and emerging media
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63.
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Starbucks - who never used TV has overcome TV as a media aT ALL LEVELS
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64.
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Apple - they created useful stores that are also useful branding
Starbucks - Interactive billboards where you pay to be part of the experience.
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65.
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Starbucks - they launched using their retail outlets as brand builders, with no advertising. The cups were walking billboards, the stores a well articulated brand experience. This still holds true for them. It seems to me that Dunkin Donuts is trying to evolve to this model.
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66.
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Intel -- do not see them much on TV but I see them in stores all the time
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67.
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Apple computer direct to consumer approach through the retail stores coupled with the bounce from the IPOD.
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68.
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Starbucks (not necessarily a transition)
Target
Burger King
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69.
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Can't think of any?
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70.
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Do not know
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71.
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Yahoo!
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72.
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GAP - when they got the product and the stores right again. Ads dropped off and enphasis was placed on windows, in-store marketing and merchandising presentation.
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73.
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Dodge
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74.
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The ones with the largest budgets where they do not have to sacrifice all of their presence in TV in order to fund other media, e.g. the auto companies, fast food firms. Small, niche-oriented brands that are purchased based on need (e.g. OTC drugs) have more limited budgets and must give up more of their traditional media to experiment with new media, often to the detriment of short term results.
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75.
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Jeep and Toyota very target market focused delivering to the audience when and where they are, embracing clever digital solutions
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76.
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Burger King
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77.
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Motorola...effective, hip campaign
Visa...same
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78.
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Nike
Clif Bar
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