Brands in the News

Six Brands to Watch in 2017

30 Dec , 2016  

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  

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  

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 […]

Brands in the News

REI’s Brilliant Branding Move

27 Oct , 2016  

Last year, outdoor retailer REI shut down the day after Thanksgiving. REI executives explained that they made the move in order to give its employees and customers an opportunity to enjoy time outside over the holiday. The company encouraged people to take a break from all the shopping chaos of Black Friday and explore trails and parks instead. […]

Brands in the News

Branding and the Trump – Clinton Debate

26 Sep , 2016  

Tonight is the first presidential debate. It is an important moment for both candidates; the debate will attract a vast audience. This makes it a key branding opportunity. There are only a few changes to reshape your brand over the course of a campaign. Most people don’t go to rallies or events. Despite all the media […]

Brands in the News

A Disappointing Campaign from American Airlines

31 Aug , 2016  

Every once in a while, you come across a truly lackluster bit of advertising, the kind of marketing that makes you wonder who signed off on it. The new campaign from American Airlines falls into this unfortunate category. The New Campaign American’s new advertising effort kicked off this week. The core message: “The world’s greatest […]

Brands in the News

Branding Advice for Hillary Clinton

1 Jun , 2016  

Last week, I provided some branding advice for Donald Trump. This week, I have some advice for Hillary Clinton. At this point, Hillary certainly needs some assistance. Bernie Sanders continues to do well in the primaries, and Hillary’s all but certain nomination now seems in question. With Trump gaining in the polls, some people are […]

Brands in the News

Branding Advice for Donald Trump

23 May , 2016  

Many people think Donald Trump has no chance of winning the upcoming presidential election. For example, the topic came up at a party I was at last weekend, and the consensus was that Trump has no chance. Polls certainly suggest this is the case. At the moment, they show that he will lose against either […]

Brands in the News

Why Chobani’s CEO Gave Away $500 Million

29 Apr , 2016  

On Tuesday, Hamdi Ulukaya–founder and CEO of Chobani, the Greek yogurt giant–gave his employees 10% of the company. Each worker received a packet with a share grant commensurate with their tenure with the company. The gift came directly from the CEO. This is quite a gift. A private equity firm recently valued Chobani between $3 […]

Brands in the News

Communicating a Price Change

18 Apr , 2016  

Two weeks ago I wrote on this blog about a new fee from Homeaway, a vacation home rental giant. I noted that the pricing move made good sense for a number of reasons. The post generated quite a response. I’ve received a series of comments, many of them thoughtful, from Homeaway and VRBO customers. The […]