Branding:
Created on November 23, 2012
Hostess Gets OK From Judge to Liquidate (USA Today)
By now, most people have heard about the demise of Hostess Brands, whose products include Twinkies, Wonder Bread and DingDongs. The news has left ...
Created on May 24, 2012
For Oreo, Cadbury and Ritz, a New Parent Company (New York Times)
Following a long needed break to catch up on a number of projects, we are back to posting about marketing issues that are making news. ...
Created on June 20, 2011
The 10 Most Valuable Trademarks (Forbes)
How does a company measure marketing success? When asked this question most for-profit marketers will relate success to a financial measure, such as sales and ...
Created on May 22, 2011
Slogans in Advertising (MillwardBrown)
As we discuss in our tutorial Managing the Advertising Campaign, one technique used to position products in the minds of customers, is to develop a distinctive ...
Created on February 21, 2011
How to Measure Your Brand's Online Influence (Inc.)
Marketers are creatures that feast on numbers. Metrics are used for such important marketing functions as uncovering opportunities, creating marketing ...
Created on January 17, 2011
Nation Branding: Shaking Off the Korea Discount (Knowledge @ Wharton)
Establishing a recognizable brand is an essential goal for nearly all marketers. No matter the type of product sold (good or service) ...
Created on December 31, 2010
Inventions That Were Accidents (Forbes)
In order to sustain growth in the face of stiff competition, most companies find they have little choice but to continually find new products. For some companies, ...
Created on December 12, 2010
From Retired Brands, Dollars and Memories (New York Times)
As noted in our Product Decisions tutorial, a well-marketed, recognizable brand can often obtain financial benefits in which the name of the ...
Created on November 16, 2010
Capturing Hearts, One Upgrade at a Time (New York Times)
Marketers face a difficult task when introducing products that are considered upgrades of existing products. The key decision confronting these ...
Created on September 29, 2010
From Four Wheels to Two: Has Mini Gone Too Far? (Time)
One of the most difficult decisions facing marketers is figuring out how to grow their business beyond what originally made them successful. For ...
Created on July 26, 2010
How LEGO Revived Its Brand (BusinessWeek)
One of the trickiest decisions facing marketers is deciding when to move beyond what has made them successful and tackle something new. This is because at some ...
Created on May 04, 2010
Trying to Move Up From a Fast-Talking, Buy-Now Approach (New York Times)
Traditionally, the marketing establishment has looked down on products sold via infomercial (a.k.a., direct response marketing) ...
Created on April 23, 2010
The MarketingExperiments Quarterly Research Journal
Since 2001, Marketing Experiments.com has been at the forefront of offering quality, actionable advice for the online business world. As their name ...
Created on March 23, 2010
America's Most Loved Spokescreatures (Forbes)
What is the first thought that comes to mind when you hear the brand names Geico, Energizer or AFLAC? If what you think about is an image containing an ...
Created on March 11, 2010
Once-Fading MySpace Focuses on Youthful Reincarnation (USA Today)
Five years ago MySpace ruled the social media world. It was considered the darling of Internet startups and eventually was purchased ...
Created on February 09, 2010
Comcast's New Name: Rated X? (Time)
As we note in our Product Decisions tutorial, branding “involves decisions that establish an identity for a product with the goal of distinguishing it from competitors.” ...
Created on November 23, 2009
AOL Revamping Its Logo, Hoping to Revive the Brand (New York Times)
Say so long to the once proud AOL triangle logo. The company has ditched the longtime logo for a new one that primarily focuses on ...
Created on November 10, 2009
Maclaren's Stroller Recall: A Stumbling Response Online (Time)
When managing marketing decisions there is always the risk that something unforeseen can damage the reputation a company has spent years ...
Created on October 28, 2009
... It covers the factors that set brands apart and hopefully make them distinctive such as the brand name, logo, packaging design, etc. But not only does the story cover the factors important to branding, ...
Created on October 13, 2009
Brands Seek Fans on Facebook(BrandWeek)
Brands are finding themselves in a position similar to that of the new kids at summer camp: they're anxiously looking for friends. In the world of social media, ...