New Product Strategy, Romney and Obama
This week I talked about launching new products in my marketing strategy class at Kellogg. The students and I spent a lot of time discussing new product strategy in familiar categories including technology, FMCG, pharmaceuticals and financial services. We didn’t spend a lot of time on the biggest new product battle taking place right now: […]
Red Bull’s Branding Triumph
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. […]
Defending with Patents
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 […]
Kraft’s Uncertain Future
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 […]
Blackberry’s Astonishing Fall
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; […]
A Remarkable Political Ad
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 […]
Calling Your Customer an Idiot
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 […]
Spirit Attacks United
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 […]
Can Anything Save Best Buy?
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 […]
Something Different from Apple
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 […]
Olympics Advertising: Gold for Omega
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 […]
Olympics Advertising: Building the P&G Brand
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 […]