Posts filed under ‘Branding & Advertising’

We’ve Moved to


By Kyle

Yes, the rumors are true.  We have closed on this site and are officially moving our digital digs to (check out the new design). The new site is also now accessible by clicking on the RaceTalk link in the upper right corner of the Racepoint Group Website. 

We got too big and popular and decided we needed our own domain.  Plus now we can actually take control of all the reigns and take the blog in the direction we want to go.  Expect more of the same including more exclusive RaceTalk Q&A’s.  We’re also looking forward to launching some new RaceTalk created video content that we hope to start populating the blog with in the upcoming months.  

So change your bookmarks to and we’ll see you there.


Our new sister blog: World 2.0 Blog, is up and running at  Check it out and bookmark it as well.  The World 2.0 Blog will pick up on some of the stories we’ve been covering on globalization, sustainability and corporate social responsibility by taking a deep-dive on those issues.


March 26, 2008 at 9:16 pm Leave a comment

Free Furniture With A Red Sox Sweep

By Ben

Last year Jordan’s Furniture came up with a creative marketing campaign that offered customers who buy furniture between March 7 and April 16 their money back if the Red Sox won the World Series.

This year, Jordan’s is using the same marketing campaign for customers that buy furniture between March 25 and April 27– but this time the Red Sox have to SWEEP the World Series.


March 24, 2008 at 8:10 pm Leave a comment

EMC Joins Red Sox For Japan Opener

By Ben

As the Red Sox board the plane today for their two game series in Japan, the Boston Globe reports that EMC has unveiled its new advertising campaign for this huge market.

The ad translates to “The moment when confidence becomes conviction. IT strategy based on EMC’s technology is the winning approach.”

EMC’s logo will also be on the Red Sox jerseys, which marks the first corporate logo on a MLB team uniform.

The last time an advertiser made it this far on the field was in 2004, when “Spider-Man 2” had arranged for the movie’s design to be placed on the bases. This arrangement was overruled due to overwhelming complaints from fans.


March 19, 2008 at 1:37 pm Leave a comment

It’s a Brave New World (2.0)

By Peter Prodromou

It’s been nearly 80 years since Edward Bernays changed the face of PR by marching a bunch of women down Madison Avenue smoking cigarettes. Yet even with the passage of time, you could argue nothing’s changed. Companies and governments still use the same tired approaches to publicize their agendas:

1 Part Wall Street Journal + 1 Part Charitable Act = Successful Reputation Management

The problem with that formula is that the world has passed it by.

The Wall Street Journal is still important and, let’s face it, who can argue with the righteousness of charitable acts? But the reality is, today’s audiences are more fragmented, sophisticated and connected than ever. The power of the internet and digital media has given everyone and anyone the power to drive perception. At the same time, the public is more issues driven than ever. Just think about how many of your friends and neighbors talk about the environment… and that’s just the tip of the iceberg.

The companies and countries that are going to define this century are going to need more than economic might and an audience with print and broadcast media. They’re going to be tapped into those issues and, equally important, they’re going to have to understand the value of new technology and web media for not only communicating a story, but creating conversations and on-on-one constituent relationships.

They’ll do it through digital media, blogs, forums and other discussion sites. They’ll do it visually, using the web to spread their message far and wide. Most important, they’ll do it credibly with true commitment to the issues that concern the public today and through true relationship building.

So who’s getting it right? Think One Laptop Per Child (OLPC) – empowering people all over the globe to gain access to knowledge and talking about it on the web, as well as through traditional media. Think British Petroleum, moving to transform from an old oil company, to a next generation energy resource – and is proud – and daring enough — to talk about it.

These are the organizations that give you hope for a better tomorrow and a view into real leadership. These are the model organizations that work now or will work with World 2.0.

February 6, 2008 at 12:00 am Leave a comment

Steroid Testing in the Workplace?

By Ben

As Roger Clemens showed everyone on 60 Minutes, steroids are a major issue in sports, and people will probably be fighting over acquisitions and testing for at least the next decade. In a brilliant move, Southwest Airlines decided to capitalize on the hot news topic, putting out a series of great commercials about “productivity enhancers”. Maybe this poor business man can have a sit-down interview with Mike Wallace next to declare his innocence.

January 18, 2008 at 1:57 pm Leave a comment

Come back! The commercials are on!

By Ben

Let’s play a quick game of Jeopardy.

Answer: A Super Bowl Commercial.

Question: How can you spend $2.7 million in 30 seconds?

There are two more slots open for advertisers in the 2008 Super Bowl, and they are now going for almost $3 million a piece. When you think about it, Fox has to charge that much for each ad – it’s the only event on television where people still watch the commercials. Many people recorded shows like “The Office” and “CSI “(before the writer’s strike) and watched them while skipping the advertisements. During the football games on now, people use the commercials to run to the kitchen and grab a bag of chips. No one pays attention to them at all.

However, the Super Bowl is the one event where people actually watch the game for the commercials. More then 90 million people are expected to watch the game, but how many of them are really interested in the game. Sure, Patriots fans will be intently watching as the Pats go for 19-0, but there are millions and millions of people who are watching for the halftime show and the commercials, and are running to grab chips during the game. With this event (it’s really not just a game anymore) sure to draw viewers during the commercials, companies are using it as their yearly splurge. USA Today reported that Fox has lined up about 30 advertisers, including Kraft (for the first time in 10 years), Audi (for the first time in 20 years), and Anheuser-Busch, who purchased four minutes of ad time for $10.8 million.

Now we just have to make it through the Justin Timberlake halftime show…

December 18, 2007 at 9:32 pm 1 comment

Is It Time To Taste Your Mail?

By Ben

The newest marketing campaign in England may leave people with cleaner hair and with a taste of chocolate. Similar to the United Postal Service, the Royal Mail (a.k.a. British Postal Service) has taken a financial hit from email, but has come up with the newest marketing and money making campaign that’s sure to catch you attention – and senses. According to an article in the New York Times, the new campaign will allow companies to send mail with a sent, sound, or taste (I’m still not sure how taste is going to work, I hope this doesn’t include eating or licking the envelope) to potential customers. The program, developed by the Royal Mail and Brand Sense, is eying what marketers have done in magazines (including shampoo or perfume samples in advertisements), but has taken the campaign one step further, one that could bring about a new wave of junk mail.

Just imagine sorting through your mail at the end of the day, and having one of your letters smell like a new kind of shampoo, and the next ‘tasting’ like maple syrup. This is a whole new method to appeal to our senses. No longer will you just be forced to watch the McDonald’s commercials on TV, where they can make such an unhealthy double cheeseburger look so delicious (and plastic), but now you’re going to have to smell the same cheeseburger when you arrive home at the end of the day. Should be interesting.

November 15, 2007 at 2:49 pm Leave a comment

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