Defending Your Brand

The Harry & David Bankruptcy

28 Mar , 2011  

Today legendary fruit seller Harry & David filed for Chapter 11 bankruptcy protection. There are two very important branding lessons in this story. 1.  Savvy marketing can create enormous value. Harry & David does something remarkable: the company gets people to spend $30 for a few pears. A box of 7 to 12 pears currently runs […]

Defending Your Brand

United’s Temporary Branding

14 Mar , 2011  

I’ve spent quite a bit of time in airports over the past couple weeks; I was teaching a course in Germany so I made four trips across the pond. As a result I’ve had a chance to get a good look at United’s new brand design. My prediction: it won’t last long. Airlines need good […]

Defending Your Brand

Galliano’s Branding Lessons

2 Mar , 2011  

This week luxury brand Christian Dior fired star designer John Galliano for making anti-Semitic comments. The incident provides some important lessons about managing a brand in today’s fast moving media world. Lesson 1: It is very easy to damage a brand. An apparently drunk Mr. Galliano said some highly inappropriate things while out one evening. The […]