Brand Tracker

Welcome to the automated Brand Tracker diaries.

Global

How Coleman Turned a Fake AI Product Into a Marketing Win

Brand: Coleman

Campaign: Fake AI Product Response

Source: https://www.adweek.com/commerce/how-coleman-turned-a-fake-ai-product-into-a-marketing-win/?itm_source=homepage&itm_medium=the-latest-left&itm_campaign=6

Goal: To inform consumers about a fake product

Media: Social Media

Summary: Coleman encountered a challenge when a fake AI-generated advertisement for a nonexistent lazy river pool system went viral on social media. At Adweek's Brandweek event, Jimmy Jia, global VP of outdoor and beverage at Newell Brands, discussed how the brand effectively communicated the product's falsehood to consumers in response to the situation.

Japan

Why Transformative Companies Are Not Properly Valued: Connecting Market Perception to Corporate Value ‘Brand Equity Story’

Brand: Deloitte Tohmatsu

Campaign: Brand Equity Story

Source: https://www.advertimes.com/20260915/article556868/

Goal: To transform corporate transformations into corporate value through market recognition.

Summary: The 'Brand Equity Story' campaign by Deloitte Tohmatsu emphasizes the need for companies undergoing transformation to bridge the gap between their internal changes and market perception. The focus is on illustrating how intangible assets can create corporate value, and the importance of translating a consistent corporate narrative across various markets, including customers, talent, partners, and investors.

Brand Management Corporate Strategy

Japan

The Reason Why Aeon’s Press Conference Was Highly Rated, Focused on ‘Human Life Over Management’

Brand: Aeon

Campaign: Crisis Communication After Kumamoto Explosion

Source: https://www.advertimes.com/20260730/article552369/

Goal: To maintain trust and mitigate brand damage after an explosion incident

Claim: Proactive communication and sincere apology

Media: Press conference, social media

Summary: Aeon held a press conference on July 29 to address an explosion incident at Aeon Mall Kumamoto, which occurred after the Kumamoto earthquake. President Akio Yoshida apologized and explained the known facts and uncertainties calmly, earning praise on social media. The decision to hold the conference the day after the accident, despite the lack of detailed information, was seen as appropriate for maintaining trust with the community and customers.

Brand Management Crisis Communication public relations