Brands in the News, Defensive Strategy
A Bad Day for the Boy Scouts
The rise of digital media is only making it harder to build a great brand. The problem is that a single person can do something inappropriate that damages an enormous brand. This has always been an issue, of course, but digital technology has increased the risk because information can now travel faster and farther than ever before. This week […]
The Sochi Games: A Branding Disaster for the IOC
As I wrote several weeks back, the Winter Olympic Games is a branding problem for Russia. Now it is also becoming a branding problem for the International Olympic Committee. Russia, host of the upcoming Winter Olympic Games, earlier this year passed legislation banning discussion of gay rights. People found guilty of spreading “propaganda of non-traditional […]
Yoplait and the Hidden World of Defensive Strategy
Defending Yoplait is a top priority at General Mills but you wouldn’t know it if you look at the company’s annual report. Yogurt is an important business at General Mills. The category is growing quickly, which is fairly unusual in the world of food. General Mills recently acquired global rights to Yoplait, one of the […]
Nokia’s Branding Lesson
This week Nokia collapsed into the arms of Microsoft, selling its critical handset division to the software giant. Nokia’s decline was stunning. The stock traded at over $40 per share in 2007. It now trades at about $5. It once had a market share of over 30%. It now has less than 4%. This is […]
Russia’s Olympic Branding Problem
Russian officials are creating an Olympics branding disaster. With the Sochi Winter Olympics just months away, Russia is taking a very public stand against gay rights. The country recently passed legislation banning talk of gay rights and public demonstrations such as parades and gatherings. Today there are reports a senior Russian sports official is associating […]
The Advertising Challenge
On Monday I flew back to the U.S. from Germany. On the Lufthansa flight I watched a short video called “World’s Best Commercials, 2012.” It featured winners of the New York Festivals International Advertising Awards. Apparently 430 senior advertising executives cast 430,000 votes and selected the finest advertising spots in the world. My observation: heaven […]
Uber, New Product Strategy and the Critical Moment
Launching a new product isn’t easy. You have to come up with an idea, validate the concept, assemble a business model, develop a supply chain, create or break into a channel of distribution, begin production and get customers to notice you. The most important thing, however, is creating a positive trial experience. Trial is the […]
Four Remarkable Quotes
There is a terrific article in The Wall Street Journal today about J.C. Penney. It is worth reading. Here are four noteworthy quotes from the story. “We didn’t test at Apple.” Apparently this was CEO Ron Johnson’s response when asked if he would consider testing a radical pricing change at J.C. Penney before rolling […]
Solving the OfficeMax / Office Depot Branding Problem
News outlets are reporting today that OfficeMax and Office Depot are apparently considering a merger. The move makes sense for many reasons. The combination will result in significant cost reductions. The new entity will have a stronger negotiating position with suppliers. And competition in the brutal office-products industry will decrease at least a bit. The […]
Coke’s Difficult Choice
Coca-Cola has a Super Bowl problem. The iconic brand’s Super Bowl campaign is coming under fire from people who claim it reflects negative stereotypes of Arabs. The American-Arab Anti-Discrimination Committee, for example, is calling on Coke to change course. Coke has to be concerned; you never want your brand to be accused of discrimination. Back […]
Two Brands Needing a Super Bowl Save
The Super Bowl is always important for marketers; people scrutinize every spot. If all goes well, senior executives will shower the brand manager with praise, hand out a big bonus and offer up a promotion. If things go poorly, however, he will be criticized and, in some cases, fired. For two brands this year, however, the Super Bowl […]
Audi Engages
Super Bowl advertisers want to engage consumers; getting people to watch a sixty-second commercial during the Super Bowl is good, but getting them to visit a site and interact with a brand is better. The challenge is doing so in an effective manner. Turning over total creative control isn’t a good idea; this is why […]