Brands in the News

Finally, Some Great Vaccine Marketing

13 Apr , 2021  

The COVID-19 pandemic has been marked by loss, lockdowns and a conspicuous, almost embarrassing lack of great marketing. In recent days, however, things are changing – some leading marketing companies are stepping up. It is not a minute too soon. The Need for Marketing Marketing shapes behavior. By identifying and tapping into needs and wants, […]

Brands in the News

2021 Brands to Watch

11 Jan , 2021  

The year ahead promises to be interesting for lots of brands. Politics will certainly dominate the headlines. Can Joe Biden unite the country? What will Donald Trump do next? What happens to the Republican party? Many other brands face an uncertain year, too. Here is my list of 2021 Brands to Watch.

Brands in the News

Looking Back at my 2020 Brands to Watch

8 Jan , 2021  

Every year I identify some brands to watch. Here is a look back at my 2020 brands.

Brands in the News

Reopening: Conflict Ahead

17 Apr , 2020  

A month ago I predicted that the world would shut down in a bid to slow the spread of the Corona virus, partly because health leaders did a very poor job explaining why it was important to shelter in place. In the absence of a compelling message, government leaders would have to use force to […]

Brands in the News

The Coming Shutdown

16 Mar , 2020  

We are headed for lock-down. The specifics will vary from place to place, but more and more governments will be imposing regulations preventing people from venturing out. Yesterday Illinois joined many other nations and states and closed all restaurants. When you look at this with a marketing lens, the outcome is quite certain. The Virus […]

Brands in the News

Vail’s Lift Line Branding Disaster

3 Mar , 2020  

If you are a Colorado skier, you’ve probably seen videos of Vail’s absolutely incredible lift lines. If you haven’t, well, take a look. The videos are terrifying for a skier; waiting in a lift line is always painful, but an epic lift line is astonishingly bad. Imagine being stuck in a line for an hour […]

Brands in the News

2020 Brands to Watch

6 Jan , 2020  

I just filmed my 2020 list of Brands to Watch. You can watch the video here or you can click below. A lot of intense competitive battles will play out this year – it will be an interesting time for marketers. Here is a review of my 2019 Brands to Watch.

Brands in the News

A Look Back at my 2019 Brands to Watch

27 Dec , 2019  

As the year comes to a close, it seems like a logical time to look back at my 2019 Brands to Watch. You can see my assessment here. I’ll be out with my 2020 Brands to Watch in early January. Happy Holidays!

Brands in the News

Why Free Walking Tours Work

31 Oct , 2019  

Recently I had the opportunity to teach a course over in Copenhagen. It was a fun few days with an engaged, remarkably sharp group. While I was there, I had a bit of free time so I signed up for a free walking tour. It was terrific. The Concept Free walking tours have become very […]

Brands in the News

The Power of Customer Delight

8 Oct , 2019  

A customer is not just a customer. Some customers see the purchase experience as just a transaction. They may buy your product or service, but there is no loyalty, joy or affection. Perhaps you were the cheapest option that day, or the most convenient. Other customers are reluctant, begrudging buyers, who might even wish they […]

Brands in the News

An Opportunity for the NY Times: Super-Premium Subscriptions

20 Aug , 2019  

One of the keys to building a successful business is capturing value; you want to align your pricing with the value you provide to your customers. If you are giving customers something of great significance, you should price accordingly. Savvy brand managers understand this. Starbucks executives know that some customers love the special, custom drinks and set […]

Brands in the News

Fair Oaks Deals With a Brand Crisis

11 Jun , 2019  

Last week I wrote about UNC Health Care and the organization’s disappointing efforts to deal with a devastating article in the New York Times. This week, another brand, Fair Oaks Farm, is facing a brand crisis and making the right moves. Fair Oaks Farm As you drive from Chicago to Indianapolis, you pass a remarkable dairy operation: […]