Brands in the News

Red Bull’s Branding Triumph

14 Oct 2012  

Today Felix Baumgartner jumped from a space capsule and plummeted 24 miles back to earth. The entire event, broadcast live on TV, was riveting. I watched it all unfold, riveted to the screen. The event was a triumph for Felix and his team. It was a triumph for Red Bull and an example of world-class brand building. […]

Defensive Strategy

Defending with Patents

8 Oct 2012  

Today’s New York Times has a wonderful article about the patent wars currently raging in the technology industry. You can read the article here: https://www.nytimes.com/2012/10/08/technology/patent-wars-among-tech-giants-can-stifle-competition.html?hp Securing and enforcing patents is a classic defensive strategy; I spend a fair bit of time on it in my new book, Defending Your Brand. In theory it is all […]

Defensive Strategy

Kraft’s Uncertain Future

3 Oct 2012  

This week I’m busy teaching in the Kellogg on Branding executive education program. Earlier today one of the participants asked me for my thoughts on the new Kraft Foods. This was a timely question; Kraft is in the news because the company just completed its split. The fast growing snacks business is now a distinct company […]

Defensive Strategy

Blackberry’s Astonishing Fall

27 Sep 2012  

Classes started this week at Kellogg; Northwestern is on the quarter system so things get going rather slowly in the fall. I began my two marketing strategy classes with a round of introductions: I had each student go through their background and then mention one of their favorite brands. This is always an interesting exercise; […]

Brands in the News

A Remarkable Political Ad

20 Sep 2012  

The 2012 presidential campaign is in full swing as Mitt Romney and Barack Obama battle for voters. Unfortunately, I don’t get to see much of it since Obama will almost certainly win Illinois. Romney is fighting elsewhere. Political campaigns are marketing battles; the candidates are fighting for votes, not sales. The challenge is to win […]

Brands in the News

Calling Your Customer an Idiot

9 Sep 2012  

Michael O’Leary, CEO of Ryanair, is in a bit of hot water. According to the Irish Independent, O’Leary recently called Ryanair passenger Suzy McLeod an “idiot” and “stupid.” When asked about this odd approach to customer service, O’Leary did not back down. He explained, “I had not been intemperate, I had not lost my temper […]

Defensive Strategy

Spirit Attacks United

30 Aug 2012  

Spirit Airlines this week announced plans to attack United on one of its core routes: Chicago O’Hare to Houston’s George Bush Intercontinental. Spirit will begin service on October 4. On the surface this seems like a very bad idea. Directly attacking a strong established player is likely to spark a rather powerful defensive effort. The […]

Defensive Strategy

Can Anything Save Best Buy?

22 Aug 2012  

This week brought more bad news from Best Buy. Profits fell 91% in the latest quarter, same store sales dropped and the company’s stock continued to decline. It now trades at about $17 per share, down from almost $45 in 2010. Best Buy’s slide raises interesting business questions: can anything stop the fall? Is Best […]

Defensive Strategy

Something Different from Apple

17 Aug 2012  

Apple is a remarkable business success story; through creativity, strategic thinking and almost flawless execution it has become the dominant technology firm in the world and made many people wealthy in the process. The key question now: can Apple keep it up? It is certainly possible; Apple has motivated and talented employees, wonderful products, a […]

Defensive Strategy

Olympics Advertising: Gold for Omega

8 Aug 2012  

If you’ve been watching the Olympics you’ve seen a lot of swimming and gymnastics. You’ve also seen a lot of Omega. The Olympic Games is a core part of Omega’s global marketing effort. This year Omega invested a small fortune creating a rather striking spot featuring the Rolling Stones song, “Start Me Up.” Licensing for the song alone […]

Brands in the News

Olympics Advertising: Building the P&G Brand

6 Aug 2012  

The Olympics is entering its second week, so it is a good time to take a look at the advertising. I’ll post my thoughts on a few of the spots this week. First up: P&G P&G became an Olympic sponsor in 2010. This year we are seeing the company’s first big campaign. The overall message […]

Defensive Strategy

Chick-fil-A’s Branding Fiasco

27 Jul 2012  

Chick-fil-A has a significant and growing branding problem. The company has long been grounded in religious beliefs. It is owned by a Baptist family and embraces traditional ideals. The company donates to conservative causes. The restaurants are closed on Sunday. Recently, however, Dan Cathy, the company’s president, gave a series of interviews where he strongly […]