AXA Equitable, the 3rd largest financial institution on the planet, was unknown in the United States. They also faced the problem of a target audience that would rather have a root canal than deal with their long-term finances. Enter the gentle, 800-lb Gorilla in the Room ... and a product that offered financial peace of mind.
What do you do when a restaurant is a little more expensive and a little bit out of the way? Arby's created menu items that were so delicious, they were all you could think about ... no matter what you were doing.
Enterprise was killing Hertz in town. (Hertz was doing just fine at the airport!) So Hertz decided to do Enterprise one better. Instead of bringing the people to the car, Hertz brought the car to the people.
How do you take an iconic brand and slogan and make them relevant today? Take the humor to a different, younger level. The result: six straight quarters of double-digit growth.
Mercedes-Benz represents a lot of things. Incredible craftsmanship, constant innovation ... but to most M-B owners, the brand means you're at the helm of one incredible ride.
Glenfiddich wanted to sell more cases of whisky - Perfectly reasonable goal! To do that, we had to take the brand out of the stately drawing room where it was normally sipped beside a raging fire. Enter Brock Savage and his penchant for 'Fiddich on the rocks, enjoyed with friends out and about.
When the goal is to constantly astound the customer, brands should do what Golden Corral did: offer options like lobster tail for $3.99, or two endless meals, with no limits, for twenty bucks ... or even make sure all the food comes from the best sources.
As a father of young girls at the time, this was the most meaningful work I was doing.
Maybach, Mercedes-Benz's super-luxury nameplate, is a unique brand. And what they mean by that is no two Maybachs are the same. Each car is built to the owner's individual specifications. For 450K, it ought to be.
When you treat the beans like the stars they are, you end up with a seriously smooth brew.
In Stuttgart, they're still trying to find a terrain the G-Class can't handle. They'll be looking forever.
Being meticulous is a noble goal. Being meticulous in the pursuit of making perfect chocolate is a noble cause taken to the next, delicious level.
Being a pub favorite in the UK means the brand is around for some truly interesting evenings. If only there was a magazine devoted to documenting the fun ...
