Defending Your Brand

Time to Sell Apple

25 Aug , 2011  

Yesterday Steve Jobs announced that he was stepping down as CEO of Apple. The news is unfortunate but not entirely a surprise given his ongoing health issues. The stock is holding up pretty well today, just down a tad. And if I had any stock in Apple, I would sell it. First, let me note that […]

Defending Your Brand

Wal-Mart’s Positioning Problem

16 Aug , 2011  

Wal-Mart is an incredibly strong brand. It has very high awareness and an exceptionally clear positioning: Wal-Mart stands for low prices. The company is relentlessly focused on reducing costs and giving consumers the lowest prices. But Wal-Mart has a very big problem; many people no longer think Wal-Mart has the lowest prices. The Wall Street Journal is reporting today […]

Defending Your Brand

Kraft’s Big Split

4 Aug , 2011  

Kraft Foods today announced plans to split the company, spinning off the North American grocery businesses. The company has about $48 billion in revenue today. After the transaction there will be two companies, a global snacks business with about $32 billion in revenue and a grocery business with $16 billion in revenue. The move makes enormous […]