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Branded for Life

23 Sep, 2002 By: Hive News

Panasonic's got a lot of big ideas. And they're all about advertising and life.

The company announced it plans to spend more than $100 million to on its upcoming U.S. advertising and marketing campaignthat will consolidate existing and future Panasonic advertising and marketing efforts under the theme "Ideas for Life" with consistent designs and messages for products as diverse as DVD recorders, broadcast studio equipment and robot welding machines.

Both print and TV campaigns developed around the Ideas for Life theme will launch this fall and extend through the fiscal year.

"Thanks to developments in digital technology, products for the home, workplace and mobile professionals now have much more in common," said Hideaki "Don" Iwatani, chairman and CEO of Matsushita Electric Corp. of America, which is best known for its Panasonic brand. "Over the past few years, we have redeployed and integrated our 10 Panasonic sales companies to take advantage of these technology and market trends. Together, they represent over $8 billion of business a year.

"With this kind of scale, we want to ensure that the Panasonic brand stands for the superb ideas behind each of our products, but the brand also needs to reflect the increased integration between all our product lines. That's what will build the brand's power."

The campaign reflects a new marketing approach developed with Landor Associates, a brand strategy and design consultancy, and Buzz Grey, a division of Grey Worldwide New York.

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