How well known brands became popular

Secrets of Brand Advertising
How? Well-known brands, accidentally found the true cause of shopping and were able to convince their customers to buy more.

Reasons to Purchase - this is a great advertising mystery.
How well would not think of themselves marketers, they still will not sort through the motives of human behaviour
and do not anticipate in the reaction of buyers. They are looking for insights, classify, bring scientific base, but despite this,
often find the right strategy can be strictly through experimentation.

Why do people choose this brand from a variety of products in this category?
On what quality of the advertised product should be the main focus, to coerce the consumer to buy?

History of development and the emergence of the famous Marlboro cowboy is widely known. But there is another cunning move of the brand, which is often forgotten about.

Bundles of thick cardboard flip-top lid, which are now standard package of cigarettes were invented precisely in Marlboro. And not to demonstrate innovation or design ideas. And strictly for promotional purposes -smokers Marlboro walking channel of communication.

It was all about the fact that consumers are set and got a hand of pulling cigarettes from soft packs, without taking them out of his pocket, and therefore people around him did not see the brand. Marlboro wont tolerate this disgrace.

Flip-tops - so called current cigarette packs - had to get, and the new always attracts attention.

  


Over the years, of course, people have learn ed to pull out a cigarette even from a flip-tops, without taking a packet from their pockets. It's time to come up with a new Marlboro sophisticated packaging, but they do not have time. Dunhill, a brand British American Tobacco, has already made, and even giving their cigarettes more elegant form. In order to get a dose of nicotine from the pack Dunhill, not only you have to open the lid, but the valve. Doing this in the pocket would be almost impossible.

Moreover, for greater luxury of Dunhill named this internal valve with a beautiful word "humidor". Historically, the humidor - a storage box of cigars, which supports the optimal level of humidity, and the aroma does not escape. Dunhill alludes to the consumers that cigarettes in a pack so close in quality and aroma to cigars. And anything that is costing you on average of $1.50 for branded tobacco in Eastern Europe,a pack of Dunhill costs $5.

There is a beautiful legend about how the Estee Lauder began selling  her perfumes. Her business was going down and her products are reluctant to take on the implementation of the stores and showrooms. Then the young Miss Lauder went to the largest perfume shop in New York, and - oh! - She accidentally smashed a bottle on the floor of the spirits. Women customers interested in what kind of wonderful flavor it was, and the store had no option but to just conclude with the Estee Lauder contract.

In the summer of 1896, Henry Heinz was walking around New York, on the street he saw a shoe store advertising, offering its customers "21 style shoes." By analogy, he decided to write on their ketchup and sauces, "57 options". This number had nothing to do with the actual figures range, but Heinz liked it. And impressed buyers.

The history of the brand began in 1879, when Lars Olsson Smith has created a new kind of vodka - «Absolute Rent Bravin» («Absolutely Pure Vodka"). Its main difference - purity, obtained by distillation.

In the 70s already this century, Lars Lindmark took «Absolute Rent Bravin» under his wing. Such a great vodka should move into the market as appropriate: everything had to be "absolute" as the product itself. Gunnar Broman, who dealt with when developing the concept of promotion, he saw in the window of pharmacy traditional Swedish medical bottle with some medicine and was shocked by her goodness and simplicity - and it became the prototype for the packaging, which now knows the whole world. Which - in many ways - and caused a cult status Absolut vodka.

 Manufacturer's most famous bikes in the world for more than a decade holds first place in terms of "branded" tattoos. It all started with the fact that Harley has announced an impressive discounts on bikes for those who come to buy a motorcycle with a tattoo of a logo.


 Tefal has long believed that the primary motivation for buying a Teflon-coated pans is that the preparation for these pans do not require spending a single gram of oil. However, it later became clear that the main incentive for buying them was the fact that such a coating pan with very easy to clean, because food is not burnt to the surface. Content of the advertising campaign changed that significantly increased its effectiveness.

 In Russia the first Snickers candy bars appeared in 1992 and positioned as a snack to replace a complete meal. Former Soviet consumer for a long time had to get used to the fact that for lunch instead of soup you can eat a candy bar, and ate it after meals as a "sweet for tea." After a creative services agency took over the brand BBDO Moscow, Snickers reposition for teenagers who are the bulk of all the sweet love and do not like soup.

 After the 1960s advertising started for Alka-Seltzer to drop 2 tablets in a glass of water, not one as before. 2 tablets means sales grew exactly twice. Cunning publicity stunt devised Agency Tinker & Partners.

There is a similar tale about a brilliant marketer who first coined to indicate in the instructions for use of shampoo that it should be applied to the hair twice, leading to a double increase in sales. Well, remember the advertisements of chewing gum in commercials. How many gums did they put in their mouth? I assume your answer is correct, it is 2.

 The main marketing tricks for Pepsi is the course during the Great Depression in the United States, when Pepsi was sold in bottles of 340 ml, while Coca Cola at 170. Price remained the same at the same time: 5 cents per bottle. This was accompanied by a slogan:  "Twice as Much for a Nickel" Pepsi-Cola - this is a drink for you. "

From 1936 to 1938, Pepsi has doubled its sales, thanks to the Great Depression. A slogan penetrate into the brain of U.S. consumers for another 20 years. In part, this is the policy of "more for the same price» Pepsi still has, after 75 years. For example, in Russia, Coca Cola sold in bottles of 0.5 ml, and Pepsi - by 0.6. In Ireland its a large can of 500ml for 1 euro.

From the history of Timberland. In the early 1980s the company Timberland through the difficult times. It produced high-quality court shoes that cost was lower than the industry-leading companies Topsiders. It seemed a good product and low price should have been working on them, but things went bad. Then, in the Timberland took a very simple solution: they raised their prices, so those are much greater than the prices offered by the Topsiders. Sales have increased dramatically. That confirms the authenticity of statements of David Ogilvy "The higher the price, the product becomes more desirable in the eyes of the buyer." The same method "artificially fanned demand" more than a dozen years using luxury-brands.

 At one time tobacco brand Parliament went through same time as Timberland. Initially, prices were below its main rival Marlboro, which also owns Philip Morris, and sales have been fairly modest. For consumers it was very difficult to choose among the masses of the same price range of proposals, and they chose the familiar route (Marlboro), spiting on the exclusivity of the filter 'by Parliament. "Brand had a year out of the market and, on reflection, to restart at a higher price.

The well-known and best-selling book (after the Bible), "Guinness World Records" is nothing more than a publicity stunt invented by the managing director of Guinness Brewing Company Sir Hugh Bivero. In 1954, at a dinner hosted by "Wexford" for hunters, Hugh Beaver started an argument with someone from guests who fly faster - plover or the grouse. And then it dawned on Beaver and that across the globe during just such a small get-together over a beer unfolding real debate about "the most of the most." He decided he should create a book that will contain the official records documented in various fields.

Year was spent on research, and August 27, 1955 first 198-page book was completed. The success was overwhelming: even before the birth she became a bestseller in Britain, bringing the beer brand a good income.

  

One of the first teaser ads in the U.S. tested the cigarette brand Camel in 1913. Deciding that a camel is not only a memorable bright picture, but also an excellent opportunity for advertising innovations, experts RJR Tobacco Company for a few days before admission, the first batch of cigarettes for sale made ​​in the newspapers almost ninety American cities cryptic messages. "Camels" - read the first one. After a few shows "Camels are Coming ', and then -" Tomorrow in the city number of camels will be higher than in Asia and Africa combined! "The next morning, frightened and intrigued Americans learn ed the truth at last. "Cigarettes" Camel ". is here! "- read the final declaration. Shaken by an unusual advertising Americans, of course, tried Camel.

 When first stores IKEA opened in US, while already IKEA received recognition in Europe, sales of furniture did not justify any expectations. After a study found that while Americans liked the simplicity of design, they wanted furniture consistent with the larger size of their homes. All that needed to be done - is to increase the size of furniture.

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