hugo@ee

About Nicole Ertas

This author has not yet filled in any details.
So far Nicole Ertas has created 23 blog entries.

The Death of the Brand Manager

2017-05-23T12:17:33+00:00 July 21st, 2014|

For decades, a handful of large, brand monarchs ruled marketing empires, controlling the message, the airwaves and the channels. But now, consumers have broken through the gates and small brands are starting to win this game of thrones. The innovative, no name brands that were once too small to be any real threat are becoming [...]

The Truth Behind a Bad-Ass Brand

2017-05-23T12:17:33+00:00 July 9th, 2014|

Today's brands are in the throes of a mid-life crisis.  Let's face it - traditional brands were simply not engineered to have purpose or passion - they were created in the problem/solution era of brand development. So, how does a corporate brand, often void of backstory, purpose and dimension, create a narrative that rivals the [...]

Kicking Mike’s ‘Ballz

2017-05-23T12:17:33+00:00 June 26th, 2014|

Move over, Mike’s.  BUZZBALLZ is kicking you out of 2014’s summer party cooler.  Mike’s Hard Lemonade might have brought the sass in the past, but the brand was out-innovated in product and personality.   Floatable?  Non-Explodable?  Who wouldn’t want to go get one of these little balls for mere play value?  Dripping with personality, proof, real [...]

The Most Blissful Break-Up

2017-05-23T12:17:33+00:00 January 30th, 2014|

Millennials have had enough of suffocating contracts and phone-upgrade deprivation, and T-Mobile has come riding in to end the tyrannical reign AT&T has had over its captive citizens. Billing itself as the “Uncarrier,” Team Mobile is distancing itself from the bad behavior that stigmatizes the industry. Not only is T-Mobile fighting back, but the brand [...]

Benjamin Moore: Missed Opportunity

2017-05-23T12:17:36+00:00 November 5th, 2013|

http://www.youtube.com/watch?v=LgEdZvfg_sA Benjamin Moore jumped into prankvertising with a great creative concept that garnered some decent momentum.  But sadly, the brand missed the opportunity to link the creative to the message (UltraSpec 500 goes on fast) and/or leave the viewer with an emotional connection to the Benjamin Moore brand. It's great to see some big brands [...]

Adust yourself, Hanes

2017-05-23T12:17:36+00:00 October 26th, 2013|

While Hanes is still overtly targeting men with Michael Jordan and lingering on the age-old "we-removed-itchy-tags" functional message to support their comfort "leadership", Saxx Underwear flips comfort on its head for the consumer living in 2013.  With an emotional appeal highly relevant to women, Saxx ladders male underwear discomfort up to the all too familiar [...]

Storytelling at its best

2017-05-23T12:17:36+00:00 October 14th, 2013|

http://www.youtube.com/watch?v=VlOxlSOr3_M When viewers can see themselves in the story, there's nothing more compelling.  This viral prank drove an old cult horror into present day by unveiling a modern day "Carrie" at a NYC coffee shop.  Right timing (pre-Halloween) +  everyday setting + unexpected surprise = over 36MM views in less than a week.

Hot Pockets’ Bold New Target, Occasion

2017-05-23T12:17:36+00:00 October 9th, 2013|

http://www.youtube.com/watch?v=NAgy-ovDbsM When most CPG companies would have focused on the functional “new and improved” premium ingredients, Nestle makes a bold move and goes directly for the emotional appeal to the largely ignored stoner cohort for the high-opportunity, late night munchie occasion.  Hot Pockets has steadily worked to create an authentic core of a hip, edgy [...]

Smell ya Later, Febreze

2017-05-23T12:17:36+00:00 September 20th, 2013|

http://www.youtube.com/watch?v=ZKLnhuzh9uY Air fresheners have been around for how many years now?  And not one major brand has nailed relevancy in product, concept, targeting, usage occasion, packaging, distribution, messaging and media choice like this one.   Shock value and humor aside, PooPourri understands the female consumer like these big brands don’t. This is a perfect demonstration of [...]