With Super Bowl ads now selling for up to $8 million for a thirty-second spot, it is clear that the extravaganza remains as important as ever for marketing leaders. For the 21st year, students at Northwestern University’s Kellogg School of Management gathered to review the advertising. The focus: will these spots likely build the business […]
https://vimeo.com/1054671668?share=copy#t=0Our review of remarkable Super Bowl ads continues! Here are the 2021, 2022, and 2024 picks. You can see 2014-2017 here and 2018-2020 here. For more on the Kellogg Super Bowl Ad Review visit our website.
The biggest marketing event of the year – the Super Bowl – is just days away. My colleague Professor Derek Rucker and I are looking back at a decade of remarkable Super Bowl spots: 2014 to 2024. Check out our 2018, 2019 and 2020 spots below. You can see our selections from 2014, 2015, 2016 […]
The Super Bowl is the biggest marketing event of the year, and once again students at Northwestern University’s Kellogg School of Management will be evaluating all the spots to sort our which ones are most effective and which ones miss the mark. This will be the 21st year of the Kellogg Super Bowl Advertising Review. […]
Welcome to 2025! The year will bring a new administration in Washington and with it lots of discussion of tariffs and tax policy and Greenland. Here are my 2025 brands to watch. Private College Tuition Selective private colleges have long embraced a simple model: raise tuition and increase financial aid. The result: families with resources […]
In recent years I’ve started the year by highlighting a few brands to watch. These are brands that are set up to have an interesting year, some poised for growth and others likely to struggle. Here is a look back at my 2024 picks and how things worked out. Harvard 2023 was a rough year […]
It is the season for Christmas ads. No country does Christmas advertising quite like the U.K., where people wait anxiously to see what brands will come up with. Expectations are high. It is a bit like the Super Bowl here in the U.S. You can watch two of my favorite Christmas ads here, one from […]
We are just a little more than a week past the election, but it seems like the distant past. Before the excitement fades away, it is worth reflecting on some things marketers can learn about branding and strategy from what happened. Don’t Assume Others Are Like You It is very tempting to assume that everyone […]
Elections are brand battles. At Kellogg, we define brands to be the associations linked to a name, mark or symbol associated with a product or service. When people see a name or symbol, what do they think? This is the brand. A political race is all about branding. People aren’t buying a product they can […]
Two of the most astonishing branding stories this year have been the struggles of Nike and Starbucks. Both firms might benefit from studying luxury giant LVMH. Starbucks and Nike A few years back, Nike and Starbucks were business school go-to brands. Want an example of a strong brand? How about Nike or Starbucks? Looking for […]
I’m teaching in Europe this month; I was in Copenhagen last week and will be in Italy for the next few days. I had some open time in Milan, so I signed up for a free walking tour. I always love these because they attract an interesting group of people, and the guides have a […]
Anyone interested in branding should pay attention to GE. What will happen to the GE brand over the next decade? My prediction: it will start to fade away. A Glorious Past GE is perhaps the most famous corporate brand. Under CEO Jack Welch, GE was the envy of the business world and regarded as the […]
