Branding Insights

Emirates and the Power of Great Marketing

9 Oct , 2015  

Every once in a while a marketing team creates a piece of advertising that really stands out. They get it right. There is a benefit, the branding is strong and the piece breaks through the clutter. This week Emirates released a new spot that delivers. Take a look: What works here? In my view, pretty […]

Branding Insights

UBS, Customer Insight and Being a Good Father

11 Sep , 2015  

Yesterday while reading the Wall Street Journal online, I was asked a rather significant question: Am I a good father? That got me thinking. I aspire to be a good father to my three children. I try to be a good example. I help with homework, praise and encourage each kid, and help put food […]

Branding Insights

How Porsche Builds Its Brand

24 Jul , 2015  

Several weeks ago, I received an invitation in my mailbox. It arrived in a black, sleek envelope with the Porsche logo on it. I was intrigued. Inside was an invitation to spend a few hours driving various Porsche models and learning about the brand, and I jumped at the opportunity. The Porsche World Roadshow took […]

Branding Insights

Effective Advertising: 3 Keys to Success

20 May , 2015  

Advertising isn’t that complicated. If a spot is going to have an impact on sales, it has to do three things. First, the spot has to stand out. It has to break through the clutter. People see thousands of ads everyday, and the number is only increasing, making it all too easy for individual spots to […]

Branding Insights

Three Reasons to Fire a Customer

6 May , 2015  

Shipping and logistics giant UPS reported its quarterly earnings last week. Results were good and the stock jumped. One reason UPS did well is that it dropped several large customers. On the surface this makes no sense at all. Companies generally want to keep customers, not lose them. The way to grow a business is to […]

Branding Insights

Learning from Kraft: Results Matter

15 Apr , 2015  

It has been a rough few months for Kraft Foods. In late December CEO Tony Vernon stepped down. This was a blow for the organization because many people at Kraft liked his approach to leadership. He valued brands and people and was making some smart moves. Then in March, 3G Capital announced plans to acquire […]

Branding Insights

Wild, REI and the Power of Product Placement

27 Mar , 2015  

Last week I was in Europe teaching in Germany and Denmark. On the flight home I finished Cheryl Strayed’s book Wild and then watched the movie. I recommend both. Two brands get special recognition in Wild: Snapple and REI. Outdoor retailer REI particularly stands out. In the movie, Strayed struggles with blisters because her boots […]

Branding Insights

Spirit Airlines: The Power of a Clear Strategy

23 Feb , 2015  

This weekend I had the opportunity to fly on Spirit Airlines for the first time. My assessment: the company has a terrific strategy, but the branding needs some work. I hadn’t planned on flying Spirit, but last week I spent a few days skiing with my family in Breckenridge, Colorado (and dislocated my shoulder in the process, but […]

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Branding Insights,Super Bowl Ads

Carnival Corporation and Brand Portfolio Strategy

13 Jan , 2015  

Carnival will be advertising on the 2015 Super Bowl. The move makes sense; Carnival Corporation is by far the world’s largest cruise company and wants to get people in the U.S. excited about taking a trip. This a good time for such a message; the economy is getting better and people have money to spend. […]

Branding Insights,Career Advice

The Marketer’s December Task: Look Back

18 Dec , 2014  

We are close to the end of the year. This is an important time for marketers to take a look at the business and reflect on how things have gone. Business leaders don’t devote much time to looking back. There is constant pressure to update the plan and execute, so people tend to work on the […]