Category Archives: Brand Managment

E*Trade and Budweiser enhance their brands this Super Bowl

Everybody Loves a BabyAnother Super Bowl has come and gone. And like many a marketing and branding blogger, I have some observations about the commercials.

First, there was too much “creativity” and not enough substance.

I’ll let others try to rationalize or make sense of the special effects and slurred words and innuendos and risqué goings-on. As usual there were the stupid “consumers” trying to steal one another’s attention, girl friend or beers. I just don’t relate to those kind of customers – and I don’t think age has a thing to do with it. Continue reading E*Trade and Budweiser enhance their brands this Super Bowl

When brands unite, it’s not necessarily “‘til death do us part”

Do due dilligence before entering into a branding partnershipThis extract from a Women’s Wear Daily article bespeaks the risks involved with co-branding and adopting a celebrity as part of your brand.

“…Target faces the task of replacing a major revenue generator for its clothing business: designer Isaac Mizrahi, who is becoming creative director for the Liz Claiborne brand. Mizrahi’s line did about $300 million at Target and analysts estimate the retailer will have to replace $400 million to $500 million of lost revenue upon his departure, given that shoppers buying Mizrahi clothes also bought other products while there.” Continue reading When brands unite, it’s not necessarily “‘til death do us part”

Marketing execs expound on what 2008 holds

over 40-percent agency turnover for 2008.jpgThe CMO Council just published it Marketing Outlook 2008.

This qualitative study represents responses from the top marketing people at nation’s largest and most powerful marketing organizations, They covered strategies, issues, expenditures and trends.

Now I’ve just read the executive summary – the entire study is available for a couple of hundred dollars from CMO Council.

To me, two of the remarkable trends was the amount of turnover and, as I read it, paranoia in marketing’s executive ranks. Continue reading Marketing execs expound on what 2008 holds

Relevancy or Novelty: which is more effective?

IBM small business ad from the mid-1960’sThis headline from PW World’s Business Center caught my eye and made me chuckle.

IBM Targets Small Businesses.

Why? Because over forty years ago I worked on the IBM Data Processing Division account while at Marstellar Advertising.

What goes around comes around.

We were charged with promoting IBM’s then-unique idea of appealing to smaller businesses. Their plan then, as now I suspect, was to capture data processing customers at the very beginning and then grow with them. As the IBM systems helped them grow, the systems themselves would also grow. Continue reading Relevancy or Novelty: which is more effective?

The branding platform should reflect employee participation in the brand

Continuing with stakeholder profiles and info that’s of value in developing a brand – and therefore needs to be documented in your Brand Profile – I’ll address employees today.

After consumers, I’d say employees are the most important stakeholder group for most organizations. Continue reading The branding platform should reflect employee participation in the brand

Profiling customers and prospects for the brand platform

In describing stakeholders for your brand platform, prospects and customers are usually considered the most important groups.

For products, this is a fairly easy task (unless you’re launching a new technology with lots of potential applications) because products are usually developed with a customer profile in mind. There’ll be research performed as to the number, the demographics and the psychographics. Continue reading Profiling customers and prospects for the brand platform