Brands in the News

Tesla’s Branding Challenge

23 Oct 2015  

It has been a rough couple months for Tesla. Elon Musk’s acclaimed firm reduced its 2015 sales forecast in August, announcing that it wouldn’t hit its production target of 55,000 cars, and earlier this week Consumer Reports pulled its recommendation of the Tesla Model S. The company’s stock now trades at about $210 per share, […]

Brands in the News

Emirates and the Power of Great Marketing

9 Oct 2015  

Every once in a while a marketing team creates a piece of advertising that really stands out. They get it right. There is a benefit, the branding is strong and the piece breaks through the clutter. This week Emirates released a new spot that delivers. Take a look: What works here? In my view, pretty […]

Brands in the News

Nike’s Remarkable Consistency

25 Sep 2015  

Nike this week reported some tremendous financial results. The stock is up almost 9% today. The company’s market capitalization is close to $100 billion. The remarkable thing about Nike is that the company continues to do well by remaining consistent with its core brand promise. Nike isn’t inventing new categories. It isn’t launching a ton […]

Brands in the News

UBS, Customer Insight and Being a Good Father

11 Sep 2015  

Yesterday while reading the Wall Street Journal online, I was asked a rather significant question: Am I a good father? That got me thinking. I aspire to be a good father to my three children. I try to be a good example. I help with homework, praise and encourage each kid, and help put food […]

Brands in the News

Burger King’s Marketing Coup

2 Sep 2015  

It has been a long time since I put the phrases “Burger King” and “marketing excellence” together in the same sentence. For many years, Burger King has been struggling to come up with something notable to say. The brand’s marketing campaigns in recent years included an odd subservient chicken and a creepy King character. The […]

Brands in the News

Making Sense of Airbnb’s New Campaign

18 Aug 2015  

I am just back from a trip to France with my family. It was a lovely expedition. One highlight was trying Airbnb for the first time; I used the website to book two different stays.  So how did it go? Perfect. The first property was an old farm-house in the French countryside. Our hosts were a charming […]

Brands in the News

How Porsche Builds Its Brand

24 Jul 2015  

Several weeks ago, I received an invitation in my mailbox. It arrived in a black, sleek envelope with the Porsche logo on it. I was intrigued. Inside was an invitation to spend a few hours driving various Porsche models and learning about the brand, and I jumped at the opportunity. The Porsche World Roadshow took […]

Career Advice

A Marketer Looks at Capitalism

13 Jul 2015  

Phil Kotler is well-known as one of the world’s top marketing thinkers. He did more than anyone to establish Kellogg’s reputation as a great marketing school. He is a prolific author on marketing topics. I suspect most people don’t know that Kotler trained as an economist, studying at the University of Chicago and MIT. In his […]

Brands in the News

Why Greece Said No

6 Jul 2015  

Yesterday, Greek citizens voted to reject the proposed EU bailout. Many people are feeling astonished by the decision. How could they do such a thing? This is simply inconceivable! From a marketing perspective, however, the outcome isn’t a surprise. Greek voters had a choice: they could vote to accept the offer on the table or […]

Career Advice

Financial Advice for Graduates

17 Jun 2015  

This week, almost one thousand people will graduate from Kellogg with their MBA degrees. They will then embark on careers that will span decades. Last year I posted some financial advice for the graduates, and some people found that useful, so this year I’m sticking with the theme. Those who read last year’s post will […]

Brands in the News

Houlihan’s Recovers from a Brand Stumble

3 Jun 2015  

Every brand stumbles on occasion: an employee makes an inappropriate comment, service falls short of expectations, or a fly lands in the soup. These things happen. In today’s connected world, a small stumble can quickly become a big problem. People often share unpleasant incidents on social media, and if the story resonates, it can create lasting and significant damage. This means that brands have to move quickly to deal with […]

Brands in the News

Effective Advertising: 3 Keys to Success

20 May 2015  

Advertising isn’t that complicated. If a spot is going to have an impact on sales, it has to do three things. First, the spot has to stand out. It has to break through the clutter. People see thousands of ads everyday, and the number is only increasing, making it all too easy for individual spots to […]