branding Tag

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...

I was intrigued by the headline of this Adweek piece a few weeks back, Lessons CPG Brands Can Learn From Startups. Before reading a word, I thought, “is it even possible?” There are lots of smart people at CPG companies but the organizations are hemmed...

Does our storytelling always need to be virtuous?   My favorite television shows are populated by despicable characters. Tony Soprano and Walter White robbed and killed. Everyone in Seinfeld, along with the Larry David “character” role in Curb Your Enthusiasm, were highly neurotic and self-absorbed. Jimmy McGill/Saul Goodman...

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