“Look at your phone. Now back to me. Now back to your phone. Now back to me. Sadly your phone isn’t me…” Was this really the script Telus had in mind for their latest ad campaign promoting Pat Prefontaine as their front man?
For those who don’t already know, Telus recently launched a series of ads that smell a whole lot like a wildly successful Old Spice Man campaign. While Telus is not the only company attempting to ride on the coattails of Old Spice’s success, they are certainly the most surprising. (See McDonald’s latest Quarter Pounder Deluxe commercial as another debatable imitation).
A lesson in brand building: When you take years investing in memorable and mighty powerful “brand standards”, stick to your guns. Telus has fallen far from its brand strategy of catchy jingles, (Continue Reading…)
