In Response to Molly's comment on:Gap-toothed models are they a phenomenon?

Do you think this gap-toothed phenomenon will soon be a thing of the past? or will it stick around and make a name for itself?

It is hard to say if the gap - toothed model is a phenomenon or not, but this would not be the first time a gap toothed model was popular. Lauren Hutton was a very popular model/actress in the 60's- 70's and there was a gap between her two front teeth. 

I think that it is very possible that the industry is looking for something that isn't quite perfect in their eyes right now. But who knows what they will want next week.


I also believe that the consumer is responsive to ads that don't  have super models. It is refreshing just to have everyday people selling products. Many TV ads and many advertisements have regular people selling their products  today.  


I believe that the gap-toothed phenomenon is at the will of the advertising industry. What they think will sell is what we will see. 

Do you think that the consumer will want to see the gap- toothed model more than they will want to see the super model?

Asics Corp. repositions its advertising campaign to focus on running shoes for serious sports performance.

In a recent article in the WSJ (2/14/2012) Asics Corp. the Japanese Sports Equipment maker stated that as a result of its success with its TV advertising market strategy in Spain, which increased their brand in that country by 7%, they had decided to focus their target marketing to Athletes who were interested in running shoes for serious sports performance.

Alistair Cameron, who heads up Asics European Unit, noted that: “more than half the runners in the 2011 NYC Marathon wore the tiger striped Asics running shoe”

Asics was well pleased with the recent marketing results in Spain, given that Spain’s economy has been hard hit in recent years. So well pleased that the company has decided to build its brand of these shoes with a ‘Major TV marketing push’ in Europe this year during the Olympics.  

Although Asics Corp. is a much smaller company than their rivals, Nike and Addidas AG, Asics prides itself on their ability to make “the best product”.  They understand that they have a weakness in establishing sales and distribution channels and have not, till not marketed their products well.

They feel that a stronger media presence will boost sales and brand awareness. 

Do you believe as I do that understanding your weaknesses and their ability to address these issues and move forward with their planned TV marketing ideas will help Asics succeed in building its brand?