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This author has written 65 articles

Brand Lessons From The Demise Of Del Monte

Years of reorganizations, restructuring, buying and selling assets, and accumulating enormous debt have finally led to the downfall of one of America’s oldest brands, Del Monte. This past week, Del Monte filed for Chapter 11. Founded in 1886, Del Monte’s history spanned the miracle of canning, the pineapple fields in Hawaii (before Hawaii was a US State), coffee, pet foods, and more. Just read the dizzying facts about all the assets and sales on Wikipedia....
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Jobs-To-Be-Done: A Strategic North Star

What can brands learn from Listerine? The brand dominates the mouthwash category that it created decades ago, largely because it focuses very clearly on a Job to be Done. Look at Listerine packaging and you’ll see it right away: “Kills Germs.” It makes this claim throughout its consumer communications. Other benefits — improved oral health, fresher breath — come out too, but the brand always leads with Kills Germs. This article is part of Branding...
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Aim For Market Dominance

Whatever the FTC and other governing bodies think, there is—and will always be—an ongoing battle for business leadership: a drive for domination. Just read the news about mergers. Kroger wanted to absorb Albertsons but was rebuffed. Denying a story in The Wall Street Journal, Shell may or may not be eager to absorb BP. Mars has been given the FTC go-ahead to acquire Kellanova (an oddly named spin-off from Kellogg’s that includes snack food brands...
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