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 […]
Tesla’s Branding Challenge
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, […]
Emirates and the Power of Great Marketing
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 […]
Nike’s Remarkable Consistency
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 […]
UBS, Customer Insight and Being a Good Father
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 […]