Corporations Don't Get it, Yet Some Do

So far in the 800K to a billion budget category.......

We've featured Reebok's new campaign with multiple messages and no matching domain...

Bank of America's switch from "higher standards" to bank of opportunity with lost opportunity on the domain

UPS with whiteboard to follow Brown and a domain for neither

Hyundai with the BIG Duh and no domain for it

And Sprint with $1.8 billion for again, no domain

Results:

Hyundai- sales down, fired cmo, cut production, redirected 30m to cultural marketing and put the agency in review (but also became the laughing stock of the bloggesphere)

Bank America-- Bank of America Corp. said its first full quarter profit with the new campaign fell 32% to $3.7 billion, or 82 cents a share. Analysts had been forecasting earnings of $1.06 a share.

Sprint lost 340K customers and canned the CEO.

Reebook

Germany-based Adidas ramps up its investment in Reebok a year after acquiring the brand for $3.8 billion and then seeing Reebok sales fall into a slump. The revised brand strategy builds off the edgy 'I am what I am' campaign Reebok adopted four years ago by embracing hip-hop culture and youth-oriented entertainment alongside its traditional athletics performance market.

The new strategy will maintain the 'I am what I am' theme in many of Reebok's advertisements. Reebok's Harrington said the revised marketing strategy will help position the brand for a comeback.

'It really positions them for growth in the back end of 2007,....

We're waiting

Corporations Don't Get it, Yet Some Do