< Back
to main site
3.1.08
AT&T finds
reception it wants on the big screen > By Sanford
Nowlin, Houston Chronicle – March
1, 2008
Even so, advertisers can wear out their welcome if they fail
to keep audiences engaged in their on-screen commercials, said
Harvey Hoffenberg, president of Connecticut-based brand consultant
Propulsion.
Click
here for full story
2.1.08
Star Power > Kenneth
Hein
– February 1, 2008
Shaquille O’Neal
Shaq is a big man with a big marketing plan. While some may have
questioned his appearance in the movie Shazam, there is no
question that he has been a powerful marketing force on and
off the court. Part of his success lies in a “phone-book
sized brand manual” that was put together, says Harvey
Hoffenberg, president of Propulsion, who has worked with stars
like Donald Trump, Spike Lee and Paul Newman. “It is
a foundation, a blueprint about how Shaq was to be marketed
so missteps wouldn’t occur and you wouldn’t jump
in on something that didn’t fit in with the long-term
view.”
Click
here for full story
1.7.08
Fine paper and first-rate printing
shows Mercedes' investment in its mailer > Harvey
Hoffenberg, DM News - January 7, 2008
Hoffenberg says, “In the DM area, many clients would balk
at this kind of expenditure but, if someone does not even open
your correspondence, there's not much chance of them reading
it.”
Click
here for full story
10.15.07
Art and Commerce –
Out of Bounds > By Harvey Hoffenberg, Adweek
– October 15, 2007
“Over the years a solid, well-defined
and memorable brand was forged. But regardless of whether the
jury in the Anucha Browne Sanders lawsuit got the sexual harassment
verdict right, the MSG brand is now a tarnished Heavyweight Champion's
belt, a dented Lord Stanley's Cup.”
Click
here for full story
10.1.07
Harvey Hoffenberg
Named Advisor Partner at Goode Partners > Goode
Partners
– October 1, 2007
Harvey Hoffenberg has just been named Advisor
Partner at Goode Partners — a private equity firm dedicated to
creating significant shareholder value by bringing a combination
of operational and financial resources into active partnerships
with owners and management teams of high-growth potential, consumer-oriented
companies.
8.17.07
That Marketing Show > August
17, 2007
 |
Harvey Hoffenberg appears on “That
Marketing Show”
“That Marketing Show” is
an online broadcast of marketing executives and leaders
of small to midsized businesses, who share practical tips
and strategies to help organizations build more awareness,
more loyal customers and clients, and more revenue.
To
listen to the show click here (MP3) |
7.24.07
The Science of
Branding – From chickens to Cheerios, Connecticut
marketing guru Harvey Hoffenberg has brought a fresh approach
to branding, turning an art into something of a science. > By
Matthew Broderick
– July 24, 2007
“The worst thing you can do is bore the customer. If you
do, you can lose them forever,” Hoffenberg says. “People
are looking to be engaged. That’s how brands are built.”
Stew Leonard Jr. is CEO of Norwalk-based
Stew Leonard’s,
the world’s largest dairy store, with more than $400 million
in annual sales. He hired Hoffenberg’s company to create
some product publicity and strengthen the company’s brand. “Working
with Harvey is like hiring a personal trainer to get you in shape,” Leonard
says. “Except instead of a training coach, you get more
of a brand coach.”
Click
here for
full story
7.15.07
Build a Successful
Brand > By Matt Alderton
– July 15, 2007
Harvey Hoffenberg, president of Propulsion,
a New Canaan, Conn.-based branding consultancy, agrees. "Branding
is not about putting your name or brand on a golf ball or T-shirt," he
says. "It's about building your connection with your customer.
It takes knowing the fundamentals of your company's DNA."
Visit
The Professional Network for full story
7.13.07
China Struggles
to Repair Image > By Joe McDonald AP Business writer
– July 13, 2007
Such openness has proven critical for companies that are able
to recover from product liability incidents, said Harvey Hoffenberg,
president of Propulsion LLC, a Connecticut-based marketing firm.
Hoffenberg pointed to Johnson & Johnson's
response to the fatal 1982 Tylenol tampering scare, widely
seen as a model for how best to cope with disasters. The company's
chief executive appeared on television early in the crisis
and it recalled millions of bottles of pain-reliever tablets
and introduced tamperproof packaging. Tylenol emerged with
a reputation for safety and reliability.
"Just being quick to respond isn't the only thing. It has
to have a real foundation for change," Hoffenberg said. "Consumers
do forget easily sometimes, but only when they're comfortable.
Visit
Forbes.com for full story
7.11.07
Liberty Mutual’s
growth in 2006 boosted its rank among top U.S. property/casualty
writers. > Meg Green, Best’s Review – July
2007
Harvey Hoffenberg, president of Propulsion,
a marketing firm based in New Canaan, CT, in reference to Liberty
Mutual’s new TV campaign, said, "I think it's a nice
departure from the ego/testosterone-laden, ‘big-is-oh-so-much-better'
campaigns of many insurance companies. It's thoughtful, treats
the consumer with respect and dignity as they would like you
to think they would treat you as a Liberty Mutual customer.
"As a bonus," Hoffenberg added, "my jaded 14-year-old,
hardly their target, thinks they're the best commercials
on the air. Clearly, it speaks with a voice that might connect
with people."
Visit
Liberty Mutual for full story
7.10.07
Beating the Supermarket
Shuffle > By Dale Buss, QSR Magazine – July,
2007
Besides, quick-serves can out-distance any
new meal-replacement product that a supermarket, or a consumer
packaged goods manufacturer, can deliver—as long as they
keep their own innovation pipelines hot with intriguing new offerings,
says Harvey Hoffenberg, president of Propulsion, a marketing
consulting firm in New Canaan, Connecticut, and a veteran of
both supermarket and quick-service marketing. “They can
always stay ahead of the game,” he says.
Visit
QSR Magazine for full story
6.11.07
Yelling
Isn’t Selling > By Harvey Hoffenberg,
Advertising Crossing – “Advice from Experts” Series – June
11, 2007
Today “Selling” is more difficult
than ever and a lot of “Yelling” has replaced even
the “Telling”. Telling your audience that your product ”shines
like there’s no tomorrow”, or what you’re drinking
has “a rich cola taste” falls on deaf ears and doesn’t
motivate anyone.
Click
here for full article
6.4.07
Advertising Star > By Aundi Howerton, Advertising Crossing – June
4, 2007
Anyone who has spent even minimal time in front of the television
during the 1980s or 1990s in the United States has likely had
some portion of their imagination stamped by advertising maven,
Harvey Hoffenberg.
Hoffenberg is responsible for some of
the most well-known and creative advertising campaigns in history,
including Pepsi's "Choice
of a New Generation" campaign with Michael Jackson, Pepsi's "Archaeology" (noted
as one of the "50 Greatest Commercials of All Time" by
TV Guide), the "Essence of Shaving" for Gillette, "You
are Tomorrow, You are the Navy" for the U.S. Navy, "The
One and Only Cheerios" for General Mills, and "Making
it Great," for Pizza Hut, among others.
Visit
Advertising Crossing for full story
6.4.07
New Products:
Dial Tries Wooing Women With . . . Yogurt Soap?
Company
targets women, men with latest 'liquid assets.' > By
Constantine von Hoffman – June 4, 2007
"Years ago Dial had a stronger brand ID," said Harvey
Hoffenberg, president at brand consultancy Propulsion, New Canaan,
Conn. "Now Dial [has] a bit of a problem because that category
is so competitive and segmented."
Visit Brandweek for full story
6.1.07
Marketing Ideas
for a Brave New World > By
Emily Cardozo, Fairfield County Business Times – June 1, 2007
Harvey Hoffenberg, president and founder of New Canaan-based
Propulsion, LLC, has dedicated his career to making connections.
In a recent interview with Fairfield County Business Times, the
marketing veteran explained his approach to clients and consumers.
"It’s all about customization," he notes. "The
days of screaming at customers is long over. If you wanted to
meet someone at a party, you wouldn’t walk over to them
and start screaming at them. You would want to create a dialogue
with them so that they were open to your ideas, and continue
to engage them through conversation."
Visit Fairfield County Business Times for full story
5.1.07
Propulsion wins
New York Addy Silver for Stew Leonard’s
TV spot.
“The outtake commercial demonstrates that while Stew Leonard,
Jr. takes his products and customer service seriously, he’s
not afraid to poke fun at himself,” said Harvey Hoffenberg,
President of Propulsion in New Canaan, Conn., who produced the
commercials. “Whenever you do a shoot with animals, there
is always an element of uncertainty, but the cows were particularly
uncooperative the day we were filming. You just can’t script
this stuff.”
To
see the spot click here (requires Flash
Plugin)
3.28.07
Propulsion website wins San Diego Addy Silver
9Myles, Inc. picked up one of its many
awards at this year’s
San Diego Addys for their website design for Propulsion, a brand
consultancy. Harvey Hoffenberg, President of Propulsion, “ You
work with pros, you get professional work. You can’t get
any better than Myles at 9Myles and John Hopefl at Estudiotres.”
To see the website design click www.propulsionllc.com or
www.9myles.com or
www.estudiotres.com/sandiego |
