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 […]

Super Bowl Ads

Super Bowl 50: One Month to Go

7 Jan , 2016  

Broncos 2016

Super Bowl 50 is one month away. This is a stressful time for Super Bowl marketers. They are finalizing plans for the event, and the stakes are high. A successful Super Bowl effort can propel a brand and a career; a weak effort can damage both. Once again, I’ll be leading the Kellogg Super Bowl […]

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 […]

Defending Your Brand

AB InBev Fights Back

8 Dec , 2015  

AB

Great companies defend their turf. When a new entrant shows up, they respond to the threat. They innovate and invest to hold their market share. This is what firms should do. You can’t relax and watch as your market share falls year after year. With each customer loss, the business weakens. Profits may hold up […]

Defending Your Brand

A Branding Problem for ISIS Pharmaceuticals

17 Nov , 2015  

ISIS Pharmaceuticals

Yesterday, ISIS Pharmaceuticals announced that it was considering changing its name in light of the attack on Paris. Wade Walke, vice-president for corporate communications, told CNNMoney, “Even though people know we’re not associated with the terrorist group, the name itself has so many negative connotations. It’s obviously not getting better over time.” My reaction: what […]

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, […]

Branding Insights

Emirates and the Power of Great Marketing

9 Oct , 2015  

Emirates 10-2015

Every once in a while a marketing team creates a piece of advertising that really stands out. They get it right. There is a benefit, the branding is strong and the piece breaks through the clutter. This week Emirates released a new spot that delivers. Take a look: What works here? In my view, pretty […]

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 […]

Branding Insights

UBS, Customer Insight and Being a Good Father

11 Sep , 2015  

SWITZERLAND-BANKING-COMPANY- UBS

Yesterday while reading the Wall Street Journal online, I was asked a rather significant question: Am I a good father? That got me thinking. I aspire to be a good father to my three children. I try to be a good example. I help with homework, praise and encourage each kid, and help put food […]