Defending Your Brand

Two Brands Needing a Super Bowl Save

29 Jan , 2013  

The Super Bowl is always important for marketers; people scrutinize every spot. If all goes well, senior executives will shower the brand manager with praise, hand out a big bonus and offer up a promotion. If things go poorly, however, he will be criticized and, in some cases, fired. For two brands this year, however, the Super Bowl […]

Defending Your Brand

Audi Engages

25 Jan , 2013  

Super Bowl advertisers want to engage consumers; getting people to watch a sixty-second commercial during the Super Bowl is good, but getting them to visit a site and interact with a brand is better. The challenge is doing so in an effective manner. Turning over total creative control isn’t a good idea; this is why […]

Defending Your Brand

Brands to Watch in 2013

1 Jan , 2013  

The New Year brings significant challenges for many brands. Here are several brands that are worth keeping an eye on as 2013 unfolds. J.C. Penney is implementing a major turn-around plan under the leadership of CEO Ron Johnson. Results to date have been fairly grim; sales and profits have slumped and the stock with it. […]

Defending Your Brand

Chobani Expands

18 Dec , 2012  

This week Chobani opened one of the largest yogurt factories in the world. Agro Farma, Chobani’s parent company, celebrated the event with a marching band, Olympic athletes and Idaho’s political leaders. You can read more about it here: http://www.idahostatesman.com/2012/12/17/2384277/chobani-getting-ready-to-open.html The Chobani story remains one of the more remarkable tales in business today. Back in 2005, […]

Defending Your Brand

Rebuilding the Lincoln brand

4 Dec , 2012  

Ford is in the news today for its efforts to reposition and rebuild its Lincoln Brand. One thing is clear: the company knows how to get attention. The story is everywhere. Ford staged a big media event at Lincoln Center in New York yesterday and CEO Alan Mulally is giving interviews to the big media […]

Defending Your Brand

The Value of the Twinkie Brand

19 Nov , 2012  

Frank Hurt, head of the second largest union at Hostess Brands, seems to have made a classic branding mistake, confusing brand awareness and brand value. Mr. Hurt’s union, as you know, recently went on strike and continued even when company management said that doing so would force it to liquidate the company. On Friday, company […]

Defending Your Brand

The Incredible 007 Brand

12 Nov , 2012  

The new James Bond film “Skyfall” brought in a remarkable $87.8 million in North America this weekend, an exceptionally strong start for the production. The strong results are largely due to two things: a good film and a terrific brand.   You can learn three important things about branding from James Bond. First, a strong […]

Defending Your Brand

Strange News from Apple

31 Oct , 2012  

This week Apple, one of the world’s strongest brands, announced some major staffing moves. Several key executives are leaving the company including the head of the mobile software, Scott Forstall. According to The Wall Street Journal, The Financial Times and other publications, one of the reasons that Forstall is leaving is that he would not […]

Defending Your Brand

Defending with Patents

8 Oct , 2012  

Today’s New York Times has a wonderful article about the patent wars currently raging in the technology industry. You can read the article here: http://www.nytimes.com/2012/10/08/technology/patent-wars-among-tech-giants-can-stifle-competition.html?hp Securing and enforcing patents is a classic defensive strategy; I spend a fair bit of time on it in my new book, Defending Your Brand. In theory it is all […]

Defending Your Brand

Kraft’s Uncertain Future

3 Oct , 2012  

This week I’m busy teaching in the Kellogg on Branding executive education program. Earlier today one of the participants asked me for my thoughts on the new Kraft Foods. This was a timely question; Kraft is in the news because the company just completed its split. The fast growing snacks business is now a distinct company […]