Category Archives: brand

B2C CRM And On Whom To Focus

A recent and insightful article notes that adding names to a B2C database to send out indiscriminate email blasts is confusing activity with results. I agree. The article notes that B2C marketers should be focusing on the 4.7% of their … Continue reading

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Do They Have The Stomach For This? JC Penney Didn’t

Apparently Jos A. Bank, the men’s clothier, is trying to re-position itself and is having the same predictable results JC Penney had when trying to do the same thing. Jos A Bank is famous for its buy 1 get a … Continue reading

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The Brand Experience Myth

Many brands continue to lose relevance, value and profitability. Much is written about how “marketing” needs to fix this. Talk abounds about consumer experience, purpose driven brands, etc. It’s all misdirected. I will accept that consumer experience and connection with … Continue reading

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The Stupidest Rebranding Ever?

Well, at least as far as I can tell, this will rank as the top mistaken rebranding effort ever. The new CMO of Flextronics, Michael Mendenhall, has decided the company should rebrand itself as Flex. I do not care that he … Continue reading

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Promises You Can’t Keep … Why Make Them?

This is a theme I am writing about over the last couple of months, because it keeps coming up … and I can’t see what the point is of making promises you can’t deliver upon. This post is about La Quinta … Continue reading

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Wouldn’t It Be Easier To Just Change The Name?

Apparently diets are dead and mentioning them in the food industry is forbidden. At least according to an article in Advertising Age. As a result of this fact, Lean Cuisine has struggled. Or perhaps the product is not very good. … Continue reading

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Will Intel Get It Right This Time?

I have been an outspoken critic of the so-called ingredient brand, “Intel Inside” for many years. While it might have been a great ingredient brand, it became nothing more than an expensive advertising campaign for Intel, with doubtful results in … Continue reading

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It’s Still About Execution

Most CPG companies spend a fortune on branding. I wanted a Diet Dr. Pepper the other night and found these two machines at the place I was visiting. Which one do you think would have the Diet Dr. Pepper in … Continue reading

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Eleven Years Later And Back Where They Were

Back in 2003 McDonald’s was suffering from a lack of execution that was affecting its top and bottom lines. The CMO at the time was given credit for turning things around with the “I’m Lovin’ It” campaign. As I noted in an … Continue reading

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Brand Repositioning to the Original Position

A1 Sauce, to most people alive today, is a steak sauce. This is due to the fact that since the early 1960s that is what their brand position has been. This year, they are repositioning the brand as a sauce … Continue reading

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