STRONGBRANDS    Professor Tim Calkins, Kellogg School of Management

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 […]

The Coca-Cola Company has come out with a new advertising campaign. You can watch the ad here and read more about it here. My overall assessment? Things aren’t going well at Coke. The new campaign is clearly designed to improve perceptions of Coke. The ad features two employees, Jon and Willie. Jon is a hydrologist, and […]

This is a new addition to my blog. Every month I will highlight one notable brand, an example of branding best practices. Expect to see a wide range of brands over the coming year. If you have a nomination, send me an email at t-calkins@northwestern.edu   Perhaps the most important marketing lesson is this: you can’t […]

Strong businesses are built on great customer service. When people are happy, they come back and provide endorsements. They may even be willing to pay more when they can anticipate superior treatment. Poor customer service, on the other hand, does enormous damage; it can destroy a business. Customers don’t return, forcing a company to constantly attract new customers, an expensive and […]

A few thoughts while flying back from a quick trip across the pond. I spent a few days with my family in three wonderful and historic cities: Prague, Paris and Florence. Macron and the Power of Hope Things feel upbeat in Paris. We had dinner with several different French families, and all expressed excitement and […]

Last week Disney fired the voice of Kermit the Frog. Steve Whitmire had played the famous green frog for the past 27 years. As he said in an interview, “Playing Kermit is my life.” While details are a bit sketchy, it appears that Whitmire was a difficult employee. He refused to perform at certain events and […]