Old Brands, New Tricks

This week’s show discusses how old brands are using new marketing techniques to reconnect with their customers. The show focuses on Ford’s attempt to market directly against its competition. We will also look into Wal-Mart’s first new tag line in nearly two decades. Wal-Mart switched from its “Always low prices,” tagline, to “Save Money. Live Better.” The campaign focuses on a recent study that found that families that shop at Wal-Mart save on average, $2,500 a year.

This week’s Brand Rant discusses how European automakers are upset that Chinese automaker Shuanghuan has been imitating its cars. And in the Brand Spotlight, we look into Ford’s recent campaign that put 80 drivers who recently bought cars from its competition, in a Ford car for a week. Ford did not tell the participants that it was for a marketing campaign, rather telling them it was for market research. Chase Abbott, sales manager at Laird Noller Ford in Kansas City discusses the new campaign. Also, John Schaufelberger, vice president of product marketing for Burger King joins us to discuss Burger King offering apple slices instead of fries in its kids meals.

Related Topics:

Link to an article that discusses the European automakers frustrations to Chinese car imitations.
http://www.nytimes.com/2007/09/12/business/worldbusiness/12auto.html?ex=1347249600&en=fbba25d80b4db225&ei=5088&partner=rssnyt&emc=rss

Link to an article that analyzes Ford’s new ad campaign.
http://www.nytimes.com/2007/09/04/business/media/04adco.html?_r=1&oref=slogin

Link to article on Wal-Mart’s new tag line.
http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArticle&art_aid=67351

Article discussing Burger King’s new menu items.
http://www.commercialalert.org/news/Archive/2007/09/you-want-apple-fries-with-that

Hyundai’s new campaign that never shows images of its vehicles.
http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArticleHomePage&art_aid=67104