Branding

With the advent of online shopping, the idea of a physical place – you know, the bricks-and-mortar establishment – took a hit. The business press, pundits, observers, and others lamented the death of physical retail. It appeared as if no physical store could compete with the choice and convenience of online shopping. Even fast food establishments elected to use more technology, less personalization, and fewer crew. But, as time has progressed, the experiential offerings of...

When I first discovered Stack Magazines, I fell in love with the idea of receiving a surprise independent…

A recent article in The Wall Street Journal reminds us that understanding value is critical for brand viability. The story focuses on McDonald’s. According to the reporters, the V (Value) in Ray Kroc’s QSC and V (Quality, Service, Cleanliness, and Value) has vanished. McDonald’s is struggling to recapture its customer-perceived value positioning. This is a truth: creating, promising, and delivering value is a marketing imperative. Every brand should strive to offer the best value to...

As AI security enters a new phase of brand maturity, building deeper trust is the new firewall. A…

In my Marketing Strategy class at Kellogg, I spend a significant amount of time exploring the critical link between finance and marketing. It is impossible to be an effective marketer and business builder without a deep understanding of financial considerations. United’s Plus Points program is a perfect example of why this link is so critical. United Plus Points In 2019, United rolled out Plus Points. This Mileage Plus program replaced a system of global and...

When rapid and disruptive change occurs, marketers are handed an extraordinary moment to align themselves with percolating consumer needs when the openness to engagement is fresh. This relevance breakthrough is happening right now — and is unleashed when brands work to fill the fractures in consumer confidence with empathetic support. Underscoring this opportunity is one of the most significant universal marketing insights we have about consumer behavior. There is an all-encompassing human desire for certainty...

Iconic American brands are under pressure. Some of our most beloved and well-known brands are facing uncertainty. There has been a Sotheby’s auction-like atmosphere surrounding the future of American main meal and snack food brands. Kellogg’s, a brand with a storied American history, is being sold off in two pieces: its snack food portfolio going to Mars for a reported $30 billion, while Kellogg’s main meal foods, cereals and such, are off to Italian confectioner,...

About a year ago, Leffe chose to refine its brand experience by adding a new sense to its…

From all my years in research and consulting, I think I’ve learned a thing or two about marketing worth sharing. Enduring fundamentals, mostly yet often overlooked. So, this year, I’m sharing some for your consideration. I hope they’re helpful. This week’s thought: Convenience rules. Convenience trumps everything. No matter how innovative or cheap a brand may be, if it’s not easy to use, it will fail. I learned this early in my career. My second...

As a CMO or Marketing Director, you’ll know that companies tend to get more complicated as they grow. You may have inherited a chaotic brand portfolio, one that has grown arms and legs from multiple acquisitions, innovations, or the isolated actions of siloed business units. There may still be legacy names in use and parts of the business that have never been fully integrated. Now it’s your job to bring clarity, drive growth, and make...