Brands in the News

Build-A-Bear’s Pay Your Age Fiasco

18 Jul , 2018  

Last week was the big “Pay Your Age Day” at Build-A-Bear. As you have probably read, the event did not go well. People certainly responded to the offer, but so many families and kids showed up that Build-A-Bear had to halt the event and turn people away. This was – to put it mildly – unpopular. […]

Career Advice

Advice to Graduates: Develop Your Presentation Skills

19 Jun , 2018  

It is graduation week here at Northwestern. On Friday, several hundred Kellogg MBA students will walk across the stage and receive their degrees. There will be speeches and hugs and celebrations— it’s a fun time of the year. Soon enough, the graduates will get to work. Some will start in a week or two, while […]

Brands in the News

Drop the Fifth Third Brand!

23 May , 2018  

Yesterday Fifth Third Bank announced that it would be acquiring MB Financial Bank. The move gives Cincinnati-based Fifth Third an opportunity to do something it should have done a long time ago – drop its ridiculous brand name. The combined institution should become MB Financial Bank or adopt a completely new name. Every once in […]

Presenting

My Next Project: A Book on Business Presenting

6 Mar , 2018  

Now that this year’s Kellogg Super Bowl Advertising Review is done and my winter quarter classes are in the home stretch, I am shifting my focus to my next big project: I am writing a book on creating powerful business presentations. Three Insights There are three insights driving this project. First, business presentations are critically important for organizations. […]

Brands in the News

Saving SeaWorld

27 Feb , 2018  

It is hard to imagine a brand that has taken more hits than SeaWorld. The company operates twelve theme parks in the United States and is best known for its spectacular shows featuring killer whales, including the star of the show, Shamu. For many years, parents and kids have delighted in the remarkable parks, marveling […]

Super Bowl Ads

The Kellogg Super Bowl Ad Review: 2018 Results

6 Feb , 2018  

The Super Bowl remains marketing’s biggest event. Nothing comes even close in terms of reach, attention and price. Once again this year, a panel of MBA students gathered at Northwestern University’s Kellogg School of Management to strategically evaluate the Super Bowl ads. The group hunkered down to assess the ads for effectiveness—not just entertainment—with a critical question […]

Super Bowl Ads

The Super Bowl Telecom Battle

28 Jan , 2018  

The Super Bowl is less than a week away. The football game should be interesting. Can Tom Brady and the Patriots once again take the prize? The advertising should be even more interesting. One category to watch in particular: Telecom. Last year, T-Mobile and Sprint both attacked Verizon. The Sprint ad featured a fellow faking […]

Super Bowl Ads

The 2018 Kellogg Bowl

22 Jan , 2018  

The Super Bowl is fast approaching. On February 4, more than one hundred million people will congregate at Super Bowl parties to watch both the football and the advertising. On the part of advertisers, they will spend $5 million or more for each thirty second spot to reach the huge audience. If history is any […]

Brands in the News

Brands to Watch in 2018

2 Jan , 2018  

Happy New Year! At the start of each year, I like to offer a brand forecast. Like the year that just ended, 2018 will bring opportunities and challenges for many brands. Here are a few in particular to watch. Sears Many old guard, brick and mortar retailers are struggling, and Sears in particular lost its […]

Brands in the News

Looking Back on my 2017 Brands to Watch

27 Dec , 2017  

Each year I highlight a few brands to watch. Let’s take a look at how things worked out for some of my 2017 selections. Amazon My question about Amazon: could the company keep the momentum going despite the lack of significant profits? The answer is pretty clear—absolutely. When I wrote my post last year the stock […]