Brands in the News

The French Election and the EU Value Proposition

21 Apr , 2017  

A supporter holds a french flag during a political rally of Jean-Luc Melenchon of the French far left Parti de Gauche and candidate for the 2017 French presidential election, in Toulouse, Southwestern France, April 16, 2017. REUTERS/Regis Duvignau - RTS12J8U

On Sunday, French citizens will head to the polls to elect a new president. Based on recent polls, it appears that no one will get a majority, so the top two candidates will advance to a run-off election. This is an exceptionally important election. In a sense, it is about the future of the European […]

Brands in the News

United’s Branding Disaster

10 Apr , 2017  

United Airlines

Yesterday United Airlines forcibly removed a passenger from an overbooked flight. Other passengers captured the incident on video. You can watch it here. A Huge Problem It is hard to overstate how bad this is for United. Let’s review what happened: – United boards too many people and won’t offer enough money to entice someone to take a later […]

Brands in the News

Celebrating Kellogg’s New Global Hub

29 Mar , 2017  

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This week the Kellogg School of Management officially opened the doors of its new global hub. The building is spectacular, with stunning views of Lake Michigan, a soaring atrium and state of the art rooms. I held my first classes in the facility on Monday morning. You can read more about it here. I was […]

Brands in the News

Milka and Oreo: A Debatable Combination

21 Mar , 2017  

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Some brand combinations make a lot of sense. The Intel brand has long been a good fit with Dell; Cruise giant Carnival is a reasonable partner with the Houston Texans; Lufthansa works with German luxury luggage brand Rimowa. When I managed Bulls-Eye BBQ Sauce, we partnered with Burger King on a BBQ Burger. All of these pairings […]

Brands in the News

Revising Obamacare: Fixing the Wrong Problem

9 Mar , 2017  

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This week politicians and lobbyists are debating the future of Obamacare. Republican lawmakers have proposed a revision that makes few people happy; Democrats are unanimously against it. Many Republicans don’t like it either. You can read more about it here. A few days ago I had the opportunity to talk with Professor Craig Garthwaite, my […]

Brands in the News

The New York Times Finally Invests

28 Feb , 2017  

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Last week The New York Times launched a bold new marketing campaign featuring print ads, outdoor ads and television spots, including an ad that ran on the Oscar’s on Sunday. You can read more about it here. I have three thoughts about the new effort. It is about time. The Times last ran television ads […]

Brands in the News

2017’s Brand to Watch: Donald Trump

12 Jan , 2017  

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Recently I posted my list of brands to watch in 2017. The list included Emirates, Tesla, GoPro, Wells Fargo, Amazon and P&G. I noted, however, that the most interesting and important brand to watch was clear: Donald Trump. Defining the Trump Brand I think everyone is confused about the Trump brand. What does it stand […]

Brands in the News

Six Brands to Watch in 2017

30 Dec , 2016  

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With the holiday season in full swing, it is time to start thinking about the year ahead. Here are six brands to watch. Amazon Amazon is flying high, and the story is all about expansion and growth. The company is opening physical stores, getting into the shipping business and expanding private label options. It even […]

Brands in the News

United’s Strategy: All Things to All People

30 Nov , 2016  

united-airlines

One of the core concepts I teach in my Marketing Strategy course at Northwestern University’s Kellogg School of Management is that no one company can be all things to all people. The problem is that people are different. Delighting one person might mean providing a top quality product at a very high price, but pleasing […]

Brands in the News

Marketing Observations on the Trump Victory

9 Nov , 2016  

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Donald Trump stunned Hillary Clinton and the world by winning the election. Here are four observations on his victory and what it means for marketers. Don’t trust the research data Few people expected a Trump victory. The most sophisticated researchers, using the most advanced techniques, were quite confident in their projections. In recent days the […]