STRONGBRANDS    Professor Tim Calkins, Kellogg School of Management

Each year I highlight a few brands to watch, sometimes brands that I think are poised for great success and sometimes brands that seem to be in trouble. With the end of 2018 coming right up, it is time to look back and see how I did this year on my predictions.   Sears I […]

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. […]

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 […]

Last week, Budweiser announced that it will be introducing a limited-edition beer this summer called Budweiser Freedom Reserve Red Lager. The beer was apparently inspired by a recipe that George Washington wrote in his journal in 1757. Is this a good idea? Absolutely. Budweiser is a famous but troubled brand. Consumption has fallen steadily over […]

This week I wrote about the Bill Cosby brand. He was a master brand builder, and used his remarkable brand to cover for his predatory behavior. Brands are powerful and can be used for good and evil. You can read the article here: https://fortune.com/2018/04/30/bill-cosby-rape-sexual-assault-trial-jail/

Last week, French politician Marine Le Pen announced that she wanted to rebrand her political party. Going forward, the National Front (NF) party would be known as Rassemblement National—or National Rally. Le Pen suggested the move in order to generate publicity and, more important, broaden support following her electoral loss to Emmanuel Macron. The NF’s Problem […]

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 […]

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 […]

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 […]

BMW is one of the world’s top German brands. For many years, however, the company has intentionally downplayed its German roots, striving to be both German and local.  It was only somewhat German. This strategy was perfectly brought to life in BMW’s 2014 Super Bowl ad, called “Built in America.” The spot featured an earnest […]

Building a great brand today requires a delicate balance: You have to be consistent while also constantly being new and different. Consistency and Change Consistency is the foundation of branding. A strong brand should stand for something and repeatedly reinforce that message. Apple, BMW, Rolex, Emirates and Wal-Mart all have very distinct associations. BMW is […]

People love to question the power of brands. “With Amazon dominating the world, brands are done for,” some proclaim. “In a digital world, you don’t need brands,” others note. Another group insists, “Social media trumps everything! A referral from a friend is far more important than a brand.” These are all interesting thoughts, and not without […]