Defending Your Brand

Spirit Attacks United

30 Aug , 2012  

Spirit Airlines this week announced plans to attack United on one of its core routes: Chicago O’Hare to Houston’s George Bush Intercontinental. Spirit will begin service on October 4. On the surface this seems like a very bad idea. Directly attacking a strong established player is likely to spark a rather powerful defensive effort. The […]

Defending Your Brand

Can Anything Save Best Buy?

22 Aug , 2012  

This week brought more bad news from Best Buy. Profits fell 91% in the latest quarter, same store sales dropped and the company’s stock continued to decline. It now trades at about $17 per share, down from almost $45 in 2010. Best Buy’s slide raises interesting business questions: can anything stop the fall? Is Best […]

Defending Your Brand

Something Different from Apple

17 Aug , 2012  

Apple is a remarkable business success story; through creativity, strategic thinking and almost flawless execution it has become the dominant technology firm in the world and made many people wealthy in the process. The key question now: can Apple keep it up? It is certainly possible; Apple has motivated and talented employees, wonderful products, a […]

Defending Your Brand

Olympics Advertising: Gold for Omega

8 Aug , 2012  

If you’ve been watching the Olympics you’ve seen a lot of swimming and gymnastics. You’ve also seen a lot of Omega. The Olympic Games is a core part of Omega’s global marketing effort. This year Omega invested a small fortune creating a rather striking spot featuring the Rolling Stones song, “Start Me Up.” Licensing for the song alone […]

Brands in the News

Olympics Advertising: Building the P&G Brand

6 Aug , 2012  

The Olympics is entering its second week, so it is a good time to take a look at the advertising. I’ll post my thoughts on a few of the spots this week. First up: P&G P&G became an Olympic sponsor in 2010. This year we are seeing the company’s first big campaign. The overall message […]