How important is the very premise upon which your business was founded? The underlying foundation upon which you became successful in the first place? There was a time when this question, rhetorical by its very nature, needed no response. At the Right Brain Studio, we put a...
Grey Goose has been on the decline in recent years, a victim of life-cycle, an ultra-competitive category, and possibly, the realization of many that it just might not matter what vodka you order if it’s an ingredient in a mixed drink and you can’t taste...
Burger King keeps pushing the envelope. With work that’s refreshing, provocative and often very risky, BK is succeeding in carving out a distinctive brand with a personality that couldn’t be more different than arch rival (pun intended) McDonald’s. Their latest effort focuses on two of my...
This week I had the pleasure of sitting on the capstone projects of graduate students for the Communications Management program @USCAnnenberg , where I am an Adjunct Professor teaching Branding and Integrated Marketing. What a privilege to be invited to share my feedback and offer advice...
Bloomberg reported this week that “Weight Watchers… stock took a beating Wednesday (February 27), dropping as much as 36 percent on a dismal profit forecast after it struggled to sign up customers during the key post-holiday dieting season.” Oprah Winfrey, who owns 8% of the company, lost $58...
As Adweek reports this week, “Little about The Wonderful Company’s new wine brand is practical.” I’d take it a step further. Little of it makes any marketing sense. In the dead of winter, and a nasty one across most of the U.S. at that, the only...
The sidewalks were littered with scooters. Not the Razor scooters my kids played with, but scooters with motors. “What are these things?” I asked the friend I had met up with close to where he lives in Venice (California.) “They’re amazing,” he replied. We ride them...
As Chief Marketing Officer at The United Way Worldwide, Lisa Bowman is a major player in the world of NGO’s, leading the organization's global marketing team and working with more than 1,800 local United Ways in 41 countries and territories. While typical enterprise marketing professionals...
Jill Cress has already been honored twice this year for her marketing leadership. Forbes chose her for its "CMO Next 2018" list, a select group of "marketing chiefs who are redefining the role and shaping the future." If that weren't enough, Jill was also named...
Have you noticed the irony? Weight Watchers is now WW and Dunkin’ Donuts will be known as Dunkin’ starting in January. The weight loss company and the weight gain company arrive at the same strategy simultaneously. Both companies are casting off names that are limiting, evoke...