Defending Your Brand

Advice to Candidates: Stick with the Negative Ads

29 Oct , 2010  

Things are getting rather nasty in the political world.  As we approach Election Day in the United States, candidates are spending incredible amounts of money, much of it on negative advertising. One of my favorite examples is from Illinois senatorial candidate Alexi Giannoulias.  He is airing a spot this week that calls his opponent Mark Kirk  a dishonest liar.  The […]

Defending Your Brand

Microsoft Windows Phone 7, Insights and Benefits

20 Oct , 2010  

Microsoft is currently running a teaser spot for its new mobile software, Windows Phone 7.  The ad is charming; the folks at Microsoft have clearly found an insight that will resonate with people.  The big question, of course, is whether Microsoft can turn the insight into a meaningful product benefit. In the new spot, Microsoft highlights a […]

Defending Your Brand

Observations on the Gap Logo Debacle

14 Oct , 2010  

This week Gap introduced and then promptly pulled a new visual identity.  The new logo was a rather dramatic change and consumers quickly expressed their unhappiness with the new look.  Gap reversed course in just three days.  The company announced the decision on its Facebook page:  “Ok. We’ve heard loud and clear that you don’t […]

Defending Your Brand

Marketing Review: Kleenex

5 Oct , 2010  

In my marketing strategy course at Kellogg I periodically ask students to review different marketing initiatives.  The goal is to evaluate each initiative from a strategic point of view.  Will it build the brand and build the business? After showing an initiative to the class, I ask students to grade it: A, B, C, D or F. […]