Applause (2nd)

On October 5, 2011, Steve Jobs deceased. Ater the firs days of shock and some news specials on his memory, some voices brought up the thought that, maybe, his death could mean a problem to the good results and image that Apple has had for the last years.

But Steve's death is not the real threat to them. The real (and big indeed) threat to Apple's hegemony in the field of smartphones is called SAMSUNG.

Here is their lastest TV spot:

The company from South Corea is decided to snatch them the first place in the ranking of Smartphones world sellers. And it's doing vey well. They fight the great power of Apple's brand image with good quality and much lower prices, and it seems to be bearing fruit.

This image compares they newest phones:

Despite the image, is hard to know which one is doing better in terms of product. But, in any case, the spot deserves this second Applause! Congratulations to the agency and the brand manager.

Applause

I want to ask for a big hand to Thomas Ilum and Vogelius Zoe, two german students who had a great idea.

Just adding a really creative vinyl to the FedEx vans they "prove" the idea of the claim using one of theis main competitors: DHL

Besides, FedEx has already made some campaigns using the images of the competitors. In the USA, comparative advertising is more normal and well acepted than in many European countries. This is why FedEx is so explicit when doing this, using clearly the images of their competitors.
Here another example:

Being students, Thomas and Vogelius deserve a really big applause.

Brandin-selling

It's is not really related to branding itself, but this outstanding campaign is worth to mention.

An on-line selling campaign from the company Tesco in Korea based on a very creative use of media.

The video itself explains it all. I just have to say congratulations to Cheil Worldwide, the Korean agency responsible of the campaign. (Cannes already did it with the Media Grand Prix and a Gold Lion).

A brand is not just what a company says, but also what a company does. They listened the consumers and proved it in a profitable way. With this action Tesco raised sales and gave the image of being modern and congenial. Great perks to your brand can be achieved without sending any (at least direct) message.