Branding

WK Kellogg – inventor of cereal – is being bought by Italian candy maker Ferrero for the soggy-sounding price of $3 billion. Here are two big lessons from the end of a company that once dominated an entire aisle in grocery stores: 1. Businesses have a shelf life – All the preservatives in the world weren’t going to save Kellogg’s cereal, which tied itself too tightly to two very off-trend components: sugar and milk. To give...

Apparel resale is a robust category centered on the ability to sell and buy pre-worn clothing that is in good condition. Apparel resale is also the experience of seeking and finding unique items that make a personal statement.  Plus, there is the “hunt” for the unique gem. In certain stores, apparel retail is known as consignment. Consignment stores tend to pop up in affluent towns. Anyhow, the idea of shopping for your wardrobe at “resale”...

We all do the same thing before buying anything these days. We research, compare, and solicit primary reviews…

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: Marketers are trend-followers, not trend-setters. Marketers like to celebrate creativity and innovation. But it is a curious kind of creativity and innovation. Because it’s never the breaking edge of the wave. It’s always...

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....

A few months ago, I attended a business conference for startups and was surprised that the main speakers…

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...

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...

How do brands stay meaningful in a world addicted to now? It’s not a rhetorical question. It’s the…

Packaging, often called ‘the silent salesman’, is a crucial part of a brand’s product and branding strategy. However,…