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1.
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Brands with limited budget have to go outside of tarditional media : when was the last time you saw a Swatch ad? and the rband is still selling well.
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2.
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none
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3.
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Cannot divulge
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4.
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Don't know
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5.
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don't know
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6.
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7-Eleven has used in-store promotion and motorsports.
Although Target uses some traditional media, they've successfully used motorsports with little or no outlay of funding.
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7.
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Starbucks is a perfect example
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8.
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North American Veeblefetzer.
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9.
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Canon has a seasoned retail support comprised of both market managers and third-party reps. dedicated to key stores (80/20 rule).
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10.
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Starbucks
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11.
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Google - making the most new channels
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12.
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Whole Foods - educated the consumer and they are the main supplier to many of FoodTV Network's shows.
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13.
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The most obvious TV avoider that's seen success is Mini. They launched a brand in the US with virtually no TV presence.
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14.
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Starbucks
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15.
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Gu (premium deserts) and Innocent (Smoothies)
Both had the highest product quality and truely standout branding at their core.
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16.
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confidential
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17.
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Innocent Smoothies - minimal advertising, maximum consumer engagement via WOM, events etc; created a love brand
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18.
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skype
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19.
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Idem
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20.
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Mood-lites - the message to the consumer is right on the packaging!
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21.
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Dove
Selsum blUE
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22.
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Apple iPod - a product that works well and delivers exceptional functional benefits.
Red Bull - close relationships with distributors and trade.
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23.
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Krispy Kreme
Starbucks
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24.
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Recreational Real Estate Marketing
Tourism Marketing
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25.
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generally those brands which have a firm owned retail outlet
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26.
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Under Armor - amazing product / word of mouth / authority from top athletes who so believed in it they didn't require fees to appear in early ads produced by the start-up company
Facebook - power of social networking
Tide Coldwater - launched with powerful twist on email/social networking/cause marketing
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27.
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Starbucks - they have locations everywhere!
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28.
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Starbucks - consistency of experience as the key
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29.
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Almost every successful microbranded niche entrepreneur... look at Vaja Cases - that's my favorite (vajacases.com and vajachoice.com)
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30.
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Starbuck's - uses little to no traditional media and continues to grow and succeed
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31.
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Apple - there ad budget is much smaller than other tech firms and the success of the ipod marketing and sales is strong.
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32.
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Red Bull, Starbucks
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33.
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?
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34.
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Krispy Kreme before the implosion
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35.
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amazon
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36.
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Bass Pro/Outdoor World has an interesting mix of in-store merchandising, digital signage and sponsorships (a NASCAR car and sponsors major fishing tournaments)
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37.
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Well, web-based brands don't really count right? Amazon/ebay are obvious ones. Nor should traditional retail brands like Borders or Barnes Nobel, Home Depot, Best Buy etc count. I think it's all about the value prop. Southwest uses traditional media, but I think it gets away with having to use it LESS to succeed. DING created a desktop icon for ongoing value. I'd put John Deere and Harley Davidson in that category of value prop selling itself. I think INTUIT does a fine job with small business customers just with in-store promotions. Another recent example was Citibank e-savings which effectively used a partnership with Amazon shipping along with heavy web ads and some print to raise its deposits very quickly. But my example here is the X-game juggernaut. Huge turnouts in localities, top-notch merchandising. Helps to be a snowboarding Olympic year and ESPN exposure, but they don't need to buy local TV to get the crowd to turn out. It's all viral with merchandise on top.
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38.
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Google, MySpace, YouTube, Starbucks, eBay
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39.
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Brands that leverage unique distribution channels like nutrition bars through gyms & spas
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40.
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Google, eBay, Starbucks (until now) because they were communal marketing hubs or a total brand experience
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41.
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eBay, paypal - again, viral marketing
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42.
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Fashion retail stores + above
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43.
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Products that use radio to a large degree and small firms using online ads in dedicated blogs.
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44.
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don't know
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45.
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Sephora - I know them from their retail locations but have never seen broadcast - some print - yet I order online from them
Spirits brands - not on TV until recently
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46.
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online brands like ebay, amazon come to mind
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47.
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Hershey - very successful brand recognition, little or no media dependance.
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48.
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ditto #14
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49.
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n/a
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50.
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Starbucks
They exploited word of mouth and invested heavily in
brick and mortar solutions including free standing stores, 3rd party retail environments and additional retail products.
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51.
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Starbucks...clearly
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52.
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Red Bull, Jagermeister
Constant connection to the core target consumer.
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53.
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Many experiential brands consumers interact with in a more robust way than they do traditional packaged goods brands. Online brands such as Google and MySpace are the obvious examples.
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54.
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Starbucks due to location and partnerships with other retailers.
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55.
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Starbucks - notion of 3rd place
Whole foods - Values match with users
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56.
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Unbound Energy drink because they do not use traditional media. yet they are #1 in some regions according to sales data.
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57.
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Do not know
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58.
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Starbucks - they are everywehre - when you want it, where you want it, when you didn't even know you wanted it.
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59.
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Not sure of any that have completely succeeded without traditional media. I would say many have had success supplementing their tradional with non-traditional media.
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60.
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BMW / Mini
Scion
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61.
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Large cosmetic companies who reach women heavily in magazines due to an increasingly hectic lifestyle that takes them away from television viewing.
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62.
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Financial institutions because offering is always changing .... in mortgages Lending Tree is a classic example
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63.
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Starbucks
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