Brands in the News

Defining the Republican Brand

6 May , 2021  

It is rare to see a brand face a clear positioning decision. In most situations, brands change gradually over time, with the brand leaders working to nudge perceptions one way or the other. A brand might want to seem a bit more inclusive or innovative or young. The Republican party is in a unique situation; […]

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

The Problems with Student Debt Forgiveness

24 Mar , 2021  

One of the most intriguing ideas floating around Washington these days is student debt forgiveness. Some politicians are arguing that the U.S. should forgive $50,000 of student debt per person. Other people think it would be better to forgive all the debt. It might be possible for Joe Biden to make such a move because […]

Brands in the News

Joe Biden Embraces the Power of Marketing

12 Mar , 2021  

Joe Biden last night delivered a sober, thoughtful address looking back on a difficult year and promising hope for the future. The speech was remarkable for its tone. There was no boasting, no declarations of victory, no personal attacks on his opponents. It was simply a credible review of where we are now in the […]

Brands in the News

A Case Competition Adapts to a Zoom World

26 Jan , 2021  

COVID19 has turned the world of education upside down. The classroom experience has changed in profound ways; some instructors are teaching completely on Zoom, others are wearing masks and speaking to small, distanced classes, others are working to figure out a hybrid system. Still others are experimenting with asynchronous content to complement synchronous classes. Of […]

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

Three Learnings from Election 2020

23 Nov , 2020  

Donald Trump seems reluctant to believe it, but we are now well past the election. It is a good time to consider what we learned. I think three things stand out. The Democrats Need Better Marketing If you’ve been following this blog, you know that I’ve been unimpressed with the marketing efforts coming from Joe […]

Brands in the News

Political Ad Review: The Final Spots

29 Oct , 2020  

We are heading to the finish – people are voting, Trump and Biden are crossing the country to rally support, and the final ads of the season are coming out. Today I want to look at two of these spots, ads that could not be more different in tone and style and effectiveness. Trump’s Law […]

Brands in the News

Political Ad Review: Biden and Dogs – The Election’s Defining Ad

17 Oct , 2020  

Every once in a while you come across a piece of advertising that somehow perfectly fits the moment. These usually aren’t the most rational ads, or the most entertaining. For George Bush, it was Ashley’s Story, a simple yet remarkable spot that somehow made sense of an entire election. Why vote for George Bush? Because […]

Brands in the News

Political Ad Review: Ford’s Built for America

7 Oct , 2020  

It is a chaotic time in the presidential race, so in this ad review I will shift my focus from the candidates to Ford’s new patriotic spot, Built for America. You can watch it here. A Lot to Like There is a lot to like in this new spot and campaign. It is beautiful. It […]

Brands in the News

Ad Review: Biden Ups His Game

10 Sep , 2020  

Joe Biden is out with a new spot, and if it is any indication, he might make this a competitive election after all. The Biden Struggle Those of you that have been following these political ad reviews know that I think Joe Biden has been struggling to find a strategic focus. He has run ads […]