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Tag archives: brand-repositioning

Mitsubishi rebrands as “J.Cool”

on May 23, 2005 by Martina Comments

Mitsubishi Motors debuts this week in the United States with an advertising campaign to promote its new Eclipse sport coupe and present its a fresh look for its brand. The company’s new tagline is “Driven to thrill” which is designed to communicate to consumers that Mitsubishi is a company that is “driven to thrill” in every aspect — from its engineering, to its product design, to its people. Mitsubishi tries to reposition itself as a “J.Cool” (Japanese Cool) brand, following the cultural phenomena currently engaging young Americans.

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New Web site for Helly Hansen

on October 13, 2003 by Martina Comments

Taking a further step in its brand-repositioning strategy, Helly Hansen, the snowboarding and skiing sports clothing firm, has launched its autumn/winter range with a new-look website. Read more on Revolution.

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