Defending Your Brand

Strange News from Apple

31 Oct , 2012  

This week Apple, one of the world’s strongest brands, announced some major staffing moves. Several key executives are leaving the company including the head of the mobile software, Scott Forstall. According to The Wall Street Journal, The Financial Times and other publications, one of the reasons that Forstall is leaving is that he would not […]

Brands in the News

New Product Strategy, Romney and Obama

24 Oct , 2012  

This week I talked about launching new products in my marketing strategy class at Kellogg. The students and I spent a lot of time discussing new product strategy in familiar categories including technology, FMCG, pharmaceuticals and financial services. We didn’t spend a lot of time on the biggest new product battle taking place right now: […]

Brands in the News

Red Bull’s Branding Triumph

14 Oct , 2012  

Today Felix Baumgartner jumped from a space capsule and plummeted 24 miles back to earth. The entire event, broadcast live on TV, was riveting. I watched it all unfold, riveted to the screen. The event was a triumph for Felix and his team. It was a triumph for Red Bull and an example of world-class brand building. […]

Defending Your Brand

Defending with Patents

8 Oct , 2012  

Today’s New York Times has a wonderful article about the patent wars currently raging in the technology industry. You can read the article here: Securing and enforcing patents is a classic defensive strategy; I spend a fair bit of time on it in my new book, Defending Your Brand. In theory it is all […]

Defending Your Brand

Kraft’s Uncertain Future

3 Oct , 2012  

This week I’m busy teaching in the Kellogg on Branding executive education program. Earlier today one of the participants asked me for my thoughts on the new Kraft Foods. This was a timely question; Kraft is in the news because the company just completed its split. The fast growing snacks business is now a distinct company […]