Michelin Tires

Michelin runs a program with babies playing happily amongst tires with the theme "Because so much is riding on your tires." Michelin is a known name, and its tires are considered to be outstanding, though expensive. Michelin's problem is convincing people that its tires are worth the extra money. Its campaign is much better that a features/benefits ad because the campaign deals with the emotion of purchasing a premium product.

Pepsi

Pepsi has done a great job positioning itself as the drink for younger people. First it promoted the taste tests in which Pepsi claimed its taste was better than that of the traditional market leader Coke. The new Pepsi campaign, "Choice of the new generation," builds wonderfully on that same concept. Of course, Coke helped Pepsi by switching over to a product with a "Pepsi" taste. Building on a strong concept is an excellent strategy, and Pepsi does it well.

Prudential

For the past 20 years, Prudential has used a strong visual image: "The rock." This is an excellent image for an insurance company: solid, dependable, and consistent. Other good examples of companies with memorable visual images are Walt Disney's Mickey Mouse and Budweiser's Clydesdales.