Archive for the “Advertising” Category

Coca-Cola: Saving Face by Saving Waists

January 28th, 2013

One of the latest ads to hit the airways, Coca-Cola’s “Coming Together” campaign, has an interesting focus: fighting obesity. This message was chosen by Coca-Cola as a response to the negative perceptions from consumers and stakeholders. From this ad we can learn how to use a plan, an idea of making a product better and [...]

The Story of the Coca-Cola Journey

November 12th, 2012

Boxer Marlen Esparza was the first American woman to qualify for the Olympics. She was also one of Coca-Cola’s Olympic 8-pack of Athletes who talked about the importance of working hard on behalf of others. While you may expect to read a story like this in  Women’s Health or Fitness Magazine, this is actually the [...]

Holding a Torch to Olympic Sponsorship

July 9th, 2012

This summer’s Olympic Games in London, beginning July 27th, promise to be an exciting show of international athleticism. However, many Olympic corporate sponsors face the challenge of creating marketing campaigns that appeal to younger generations by relying on social media such as Facebook, Twitter, and YouTube. According to Coca-Cola, the average Olympic viewer in developed [...]

In the super bowl of marketing – stories always win

February 3rd, 2012

In the super bowl of marketing – stories always win With an estimated 111 million viewers, Super Bowl XLV is prime-time for brands to gain attention, but not all advertisements are created equally. Story-lines and viewer engagement are the ultimate touchdowns for this year’s game. Just because an individual laughs at a talking baby or [...]

Battle of the Brands: Cigna vs. Aetna

December 28th, 2011

Cigna Corp. recently introduced a $25 million rebrand of its company and logo in order to better “represent the individual.” However, the new GO YOU logo bears a striking resemblance to Aetna Inc.’s 2001 brand overhaul. Do similar branding strategies between companies help or hurt end results?

“Feel” The Colors Around You.

September 21st, 2011

The meanings and feelings behind colors lead to a very long conversation that might enter the meta-physical realm. But there’s no need to get that deep.  To keep it short and sweet: colors make people “feel stuff.” And designers and marketing professionals make choices regarding color accordingly. To start off, each color has a meaning [...]


September 7th, 2011

There is a silent force that affects us every day. It can be your friend or foe. And it’s called color.  Color can affect what mood we’re in, what coffee we buy or even what we crave for dinner. It’s part of the reason why some logos are more memorable than others, why brands keep [...]

AFLAC April Fool’s: Turning a PR Crisis into National Promotion

March 31st, 2011

I can think of no better April fools promotion than an audition to be the next great Spokesduck for Aflac. Except this is no joke, it’s PR genius and a great lesson for handling a crisis. It began with an ill-timed joke. Gilbert Gottfried, a comedian who has served as the gravel-voice behind the duck [...]

Will T-Mobile Make Nice With AT&T?

March 30th, 2011

From a marketing perspective, perhaps what interests me the most about AT&T’s proposed $39B acquisition of T-Mobile is how the two companies will play nice with one another if the deal goes through.  After all, keep in mind since November that T-Mobile has aggressively critiqued AT&T’s network through their myTouch 4G ad campaign parodying Apple’s [...]

Promoting the Oscars in 140 Characters or Less

February 25th, 2011

I know I’m not alone when I say I have a date with my TV this Sunday to watch the Academy Awards on ABC.  I’ll be glued to my screen as the beautiful Natalie Portman feigns surprise when she wins the Oscar for Best Actress, and I’ll be on the edge of my seat to [...]

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