Crisis Management

Coke’s Difficult Choice

31 Jan , 2013  

Coca-Cola has a Super Bowl problem. The iconic brand’s Super Bowl campaign is coming under fire from people who claim it reflects negative stereotypes of Arabs. The American-Arab Anti-Discrimination Committee, for example, is calling on Coke to change course. Coke has to be concerned; you never want your brand to be accused of discrimination. Back […]

Crisis Management

Two Brands Needing a Super Bowl Save

29 Jan , 2013  

The Super Bowl is always important for marketers; people scrutinize every spot. If all goes well, senior executives will shower the brand manager with praise, hand out a big bonus and offer up a promotion. If things go poorly, however, he will be criticized and, in some cases, fired. For two brands this year, however, the Super Bowl […]

Crisis Management

Audi Engages

25 Jan , 2013  

Super Bowl advertisers want to engage consumers; getting people to watch a sixty-second commercial during the Super Bowl is good, but getting them to visit a site and interact with a brand is better. The challenge is doing so in an effective manner. Turning over total creative control isn’t a good idea; this is why […]

Super Bowl Advertising

CareerBuilder Takes a Pass

23 Jan , 2013  

One of the advertisers I’ll miss seeing on the Super Bowl this year is CareerBuilder. CareerBuilder first advertised on the game back in 2005. The brand was quite new at the time; Monster.com dominated the space and CareerBuilder was a much smaller challenger. CareerBuilder ran a charming commercial featuring the now iconic chimps. The Kellogg […]

Super Bowl Advertising

Launching the Gildan Brand

17 Jan , 2013  

The Super Bowl is a great place to launch a new brand; the event’s huge viewership provides a platform for introducing a new product to a significant portion of people in the United States. Brands like Monster, CareerBuilder and Go Daddy used the Super Bowl effectively during their launch. One of this year’s new brands, and […]

Super Bowl Advertising

The Ad That Changed the Game

10 Jan , 2013  

Every once in a while an advertiser tries something new on the Super Bowl and fundamentally changes the marketing game. Apple’s Super Bowl spot “1984” falls into this group, as does the Doritos Crash the Super Bowl program. It is becoming clear that Chrysler’s 2011 spot featuring Eminem should join this group. Chrysler broke a […]

Super Bowl Advertising

Gearing Up for the 2013 Super Bowl

7 Jan , 2013  

Super Bowl XLVII, marketing’s biggest event, is less than one month away. This year Kellogg Professor Derek Rucker and I will once again be leading the Kellogg School Super Bowl Advertising Review; we will assemble a panel of Kellogg students and evaluate all the advertisers, awarding grades of A, B, C, D and, on occasion, […]

Crisis Management

Brands to Watch in 2013

1 Jan , 2013  

The New Year brings significant challenges for many brands. Here are several brands that are worth keeping an eye on as 2013 unfolds. J.C. Penney is implementing a major turn-around plan under the leadership of CEO Ron Johnson. Results to date have been fairly grim; sales and profits have slumped and the stock with it. […]