Drop the Fifth Third Brand!
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 […]
Budweiser’s Smart New Product
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 […]
Bill Cosby: A Predator and Savvy Brand Builder
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/
IAG’s Brilliant Defense
When it comes to building a strong, enduring business, it is impossible to over-emphasize defensive strategy. You have to protect your business. Airline giant IAG’s move to acquire Norwegian is a perfect example of defensive strategy at work. Defensive Strategy One of the few certainties in the world is that if you have a strong, […]
The Great Book Publishing Question: Self-Publish or Use a Traditional Firm?
This September I’ll be releasing my latest book—a guide to creating strong business presentations. You can read more about the project here. Anyone who has written a book knows one of the big questions these days is how to publish. Should you work with a traditional publisher? Self-publish? Some combination? Over the past several months, I’ve […]
Why Marine Le Pen’s Rebranding Won’t Work
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 […]
My Next Project: A Book on Business Presenting
Now that this year’s Kellogg Super Bowl Advertising Review is done and my winter quarter classes are in the home stretch, I am shifting my focus to my next big project: I am writing a book on creating powerful business presentations. Three Insights There are three insights driving this project. First, business presentations are critically important for organizations. […]
Saving SeaWorld
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 […]
The Kellogg Super Bowl Ad Review: 2018 Results
The Super Bowl remains marketing’s biggest event. Nothing comes even close in terms of reach, attention and price. Once again this year, a panel of MBA students gathered at Northwestern University’s Kellogg School of Management to strategically evaluate the Super Bowl ads. The group hunkered down to assess the ads for effectiveness—not just entertainment—with a critical question […]
The Super Bowl Telecom Battle
The Super Bowl is less than a week away. The football game should be interesting. Can Tom Brady and the Patriots once again take the prize? The advertising should be even more interesting. One category to watch in particular: Telecom. Last year, T-Mobile and Sprint both attacked Verizon. The Sprint ad featured a fellow faking […]
The 2018 Kellogg Bowl
The Super Bowl is fast approaching. On February 4, more than one hundred million people will congregate at Super Bowl parties to watch both the football and the advertising. On the part of advertisers, they will spend $5 million or more for each thirty second spot to reach the huge audience. If history is any […]
Brands to Watch in 2018
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 […]