Brands in the News

How Biden Can Win: Learn from Reagan

21 Jul , 2020  

I recently posted an article explaining how Trump might win in November. The key move would be to portray Joe Biden as sympathetic to rioters and looters and hostile to the police. A law and order campaign would likely resonate with voters and give Trump critical momentum. Joe Biden needs to take a different approach. […]

Brands in the News

How COVID is Sparking Innovation in Kellogg’s Branding Program

8 Jul , 2020  

COVID 19 is causing disruption for brands all over the world. It is also sparking innovation. Recently I’ve seen this happen with the executive education branding program at Northwestern University’s Kellogg School of Management. Disruption and Innovation Perhaps my favorite topic to teach is defensive strategy. When competitors attack, brands have to defend aggressively. Failing […]

Brands in the News

Ashley’s Story and How Trump Might Win in November

9 Jun , 2020  

The world is a complicated place, and people don’t like complexity. Marketers can succeed if they can simplify the decision process. This is one reason brands are so powerful: a strong brand simplifies choice. With this idea in mind, the fall presidential election is shaping up to be complicated for Joe Biden. Ashley’s Story One […]

Brands in the News

Figuring Out the Fall Quarter

6 May , 2020  

How do universities reopen in the fall? That is the urgent question at hand. This is a difficult issue. Most schools seem to be still figuring it out and not saying too much. Cristina Paxson, president of Brown, wrote a powerful editorial for the New York Times. Robert Robbins, president of University of Arizona this […]

Brands in the News

Reopening: Conflict Ahead

17 Apr , 2020  

A month ago I predicted that the world would shut down in a bid to slow the spread of the Corona virus, partly because health leaders did a very poor job explaining why it was important to shelter in place. In the absence of a compelling message, government leaders would have to use force to […]

Brands in the News,Career Advice

Time to Update the Marketing Plan

18 Mar , 2020  

Many companies develop annual marketing plans. This is a natural approach – it aligns with the fiscal calendar of most firms, and it matches the natural pace of the year. Sometimes, however, it is necessary to revise the plan mid-stream. This is one of those times. A Different World Things have changed dramatically for companies […]

Brands in the News

The Coming Shutdown

16 Mar , 2020  

We are headed for lock-down. The specifics will vary from place to place, but more and more governments will be imposing regulations preventing people from venturing out. Yesterday Illinois joined many other nations and states and closed all restaurants. When you look at this with a marketing lens, the outcome is quite certain. The Virus […]

Brands in the News

Vail’s Lift Line Branding Disaster

3 Mar , 2020  

If you are a Colorado skier, you’ve probably seen videos of Vail’s absolutely incredible lift lines. If you haven’t, well, take a look. The videos are terrifying for a skier; waiting in a lift line is always painful, but an epic lift line is astonishingly bad. Imagine being stuck in a line for an hour […]

Brands in the News

2020 Brands to Watch

6 Jan , 2020  

I just filmed my 2020 list of Brands to Watch. You can watch the video here or you can click below. A lot of intense competitive battles will play out this year – it will be an interesting time for marketers. Here is a review of my 2019 Brands to Watch.

Brands in the News

A Look Back at my 2019 Brands to Watch

27 Dec , 2019  

As the year comes to a close, it seems like a logical time to look back at my 2019 Brands to Watch. You can see my assessment here. I’ll be out with my 2020 Brands to Watch in early January. Happy Holidays!

Brands in the News

Why Free Walking Tours Work

31 Oct , 2019  

Recently I had the opportunity to teach a course over in Copenhagen. It was a fun few days with an engaged, remarkably sharp group. While I was there, I had a bit of free time so I signed up for a free walking tour. It was terrific. The Concept Free walking tours have become very […]

Brands in the News

The Power of Customer Delight

8 Oct , 2019  

A customer is not just a customer. Some customers see the purchase experience as just a transaction. They may buy your product or service, but there is no loyalty, joy or affection. Perhaps you were the cheapest option that day, or the most convenient. Other customers are reluctant, begrudging buyers, who might even wish they […]