32. Toyota, and Apple, and Audi. Oh my!

That’s right, these advertisers are paying the big bucks to get their products placed into the hit ABC show Modern Family.  Other brands are picking up on this marketable idea and have been approaching the producers of the show.

(Photo credit: Thomas Pardee)

As an avid fan of Modern Family and as someone who is just beginning to write a spec script of the show, I’ve become very aware of the product placement that’s been happening throughout the seasons.  First Mitchell was seen driving a Toyota Prius in Season 1, then Phil had to get the iPad in Season 2, and this season Julie and her daughters frantically run through Target to get their Christmas shopping done.  My first thought was, “I wonder how much that costs?”  It’s certainly expensive but worth it for the exposure.  Modern Family is so popular that advertisers are willing to spend $249,388 for a thirty-second spot and every second a product appears in the show could be worth slightly more than $8,300.

Read more in Ad Age’s Many Brands Bid for Product Placement on ‘Modern Family,’ but So Few Make It.


13. Why Blackberry may not be a dying brand…

Funny, just last week my Creative Strategies professor, Deb Morrison, taught a lecture about brands and why we associate positive vs. negative feelings toward them.  In yesterday’s AdAge article, called “How Well-Defined Is Your Brand’s Ideal?” Jim Stengel (former global marketing director at P&G) makes the case that corporate “ideals,” the word he has opted for over “purpose,” are at the core of a successful brand.  He teamed up with WPP’s Millward Brown Optimor to identify and analyze the 50 fastest-growing brands from 2000 to 2010 in terms of value and consumer preference.  Here’s who made the list.  Do you agree?

Read more in Jim Stengel’s book called “Grow: How Ideals Power Growth and Profit at the World’s Greatest Companies.”