Playboy Wisely Covers Up
Last October Playboy announced a dramatic and surprising change – the brand would no longer publish pictures of nude women. It was a shocking announcement. Playboy, after all, was a pioneer among adult magazines. When Hugh Hefner launched the magazine in 1953, its defining characteristic was racy photography. Many people wondered where Playboy was heading with […]
Super Bowl Advertising: 2016 Results
Super Bowl 50 was a remarkable event for advertisers. Brands were reported to be paying $5 million or more to run spots during the game. Overall, it was an impressive collection of advertising. Many of the spots had strong branding and communicated a benefit. Compared to last year, there was a notable competitive tone. We […]
Super Bowl 50 Advertising: Pre-Game Outlook
This will be a big year for Super Bowl advertising. There are more than forty companies trying to break through the clutter. Each one is paying about $5 million for a thirty-second spot. Here are things to consider as you watch this year’s Super Bowl: 1.Will the ad drive the business and build the brand? […]
Persil’s Super Bowl Statement
There will be several new advertisers on the Super Bowl this year. One unfamiliar name is Persil ProClean, a brand that will be making a statement with its spot. Persil is an enormous global business. The washing detergent dates back to 1907 and now has global sales of more than one billion euros. The brand is […]
Super Bowl Ads: The Coming Storm
People in Washington, Philadelphia and New York are waiting for what might be a historic storm. A few flakes are falling at the moment but not much. This will soon change. It is the same story for Super Bowl advertising. Just over two weeks to go and all is calm. Things are rather quiet on […]
Super Bowl Advice for Squarespace
Last year, Squarespace ran the worst spot on the Super Bowl, according to the Kellogg Super Bowl Advertising Review. Take a look: Squarespace will be back on the Super Bowl again this year, spending at least $5 million for the opportunity, so I thought I would provide some advice. Dear Squarespace Team— It is […]
Chobani’s Dangerous Game
Chobani is out this week with some bold new advertising. My assessment: this is a risky strategy. The new campaign from Chobani takes aim at yogurt giants Yoplait and Dannon, attacking their ingredients. Here are some highlights from the full-page newspaper ads Chobani ran yesterday: Look, there’s potassium sorbate as a preservative in Yoplait Greek 100. Potassium sorbate? Really? That stuff is […]
Super Bowl 50: One Month to Go
Super Bowl 50 is one month away. This is a stressful time for Super Bowl marketers. They are finalizing plans for the event, and the stakes are high. A successful Super Bowl effort can propel a brand and a career; a weak effort can damage both. Once again, I’ll be leading the Kellogg Super Bowl […]
Five Brands to Watch in 2016
The new year will bring challenges and opportunities for brands around the world. Here are five brands that will be particularly interesting to watch. Chipotle Things are not going well for this high-flying restaurant chain. After a stunning run, the brand is facing significant safety issues, its healthy image battered by a series of outbreaks. Customers […]
Looking Back on 2015’s Brands to Watch
Last year, I identified five brands to watch in 2015. With the year winding down, this seems like a reasonable time to check in on them. I’ll post a list of brands to watch in 2016 on January 1. Lufthansa Lufthansa began 2015 facing some significant competitive challenges. The company needed to respond to the growth of both […]
AB InBev Fights Back
Great companies defend their turf. When a new entrant shows up, they respond to the threat. They innovate and invest to hold their market share. This is what firms should do. You can’t relax and watch as your market share falls year after year. With each customer loss, the business weakens. Profits may hold up […]
A Branding Problem for ISIS Pharmaceuticals
Yesterday, ISIS Pharmaceuticals announced that it was considering changing its name in light of the attack on Paris. Wade Walke, vice-president for corporate communications, told CNNMoney, “Even though people know we’re not associated with the terrorist group, the name itself has so many negative connotations. It’s obviously not getting better over time.” My reaction: what […]