Brands in the News

Chobani’s Dangerous Game

11 Jan , 2016  

Chobani 4

Chobani is out this week with some bold new advertising. My assessment: this is a risky strategy. The new campaign from Chobani takes aim at yogurt giants Yoplait and Dannon, attacking their ingredients. Here are some highlights from the full-page newspaper ads Chobani ran yesterday: Look, there’s potassium sorbate as a preservative in Yoplait Greek 100. Potassium sorbate? Really? That stuff is […]

Brands in the News

Five Brands to Watch in 2016

1 Jan , 2016  

Fireworks

The new year will bring challenges and opportunities for brands around the world. Here are five brands that will be particularly interesting to watch. Chipotle Things are not going well for this high-flying restaurant chain. After a stunning run, the brand is facing significant safety issues, its healthy image battered by a series of outbreaks. Customers […]

Brands in the News

Looking Back on 2015’s Brands to Watch

23 Dec , 2015  

McDonalds

Last year, I identified five brands to watch in 2015. With the year winding down, this seems like a reasonable time to check in on them. I’ll post a list of brands to watch in 2016 on January 1. Lufthansa Lufthansa began 2015 facing some significant competitive challenges. The company needed to respond to the growth of both […]

Brands in the News

Tesla’s Branding Challenge

23 Oct , 2015  

Tesla 2

It has been a rough couple months for Tesla. Elon Musk’s acclaimed firm reduced its 2015 sales forecast in August, announcing that it wouldn’t hit its production target of 55,000 cars, and earlier this week Consumer Reports pulled its recommendation of the Tesla Model S. The company’s stock now trades at about $210 per share, […]

Brands in the News

Nike’s Remarkable Consistency

25 Sep , 2015  

Nike 2

Nike this week reported some tremendous financial results. The stock is up almost 9% today. The company’s market capitalization is close to $100 billion. The remarkable thing about Nike is that the company continues to do well by remaining consistent with its core brand promise. Nike isn’t inventing new categories. It isn’t launching a ton […]

Brands in the News

Burger King’s Marketing Coup

2 Sep , 2015  

McWhopper 4

It has been a long time since I put the phrases “Burger King” and “marketing excellence” together in the same sentence. For many years, Burger King has been struggling to come up with something notable to say. The brand’s marketing campaigns in recent years included an odd subservient chicken and a creepy King character. The […]

Brands in the News

Making Sense of Airbnb’s New Campaign

18 Aug , 2015  

Airbnb

I am just back from a trip to France with my family. It was a lovely expedition. One highlight was trying Airbnb for the first time; I used the website to book two different stays.  So how did it go? Perfect. The first property was an old farm-house in the French countryside. Our hosts were a charming […]

Brands in the News

Why Greece Said No

6 Jul , 2015  

Greeks Celebrate

Yesterday, Greek citizens voted to reject the proposed EU bailout. Many people are feeling astonished by the decision. How could they do such a thing? This is simply inconceivable! From a marketing perspective, however, the outcome isn’t a surprise. Greek voters had a choice: they could vote to accept the offer on the table or […]

Brands in the News

Houlihan’s Recovers from a Brand Stumble

3 Jun , 2015  

Houlihans

Every brand stumbles on occasion: an employee makes an inappropriate comment, service falls short of expectations, or a fly lands in the soup. These things happen. In today’s connected world, a small stumble can quickly become a big problem. People often share unpleasant incidents on social media, and if the story resonates, it can create lasting and significant damage. This means that brands have to move quickly to deal with […]

Brands in the News

U.S. Airlines Fight Back

23 Apr , 2015  

Emirates

The big three U.S. carriers are fighting back. The aviation giants are appealing to the U.S. government, claiming that Emirates, Qatar and Etihad are competing unfairly. They hope the government will limit the new carriers’ access to the U.S. market. The strategy makes perfect sense. Delta, United and American have to defend. The Mid-East carriers […]