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The real selling point of a McDonald’s, it’s said, isn’t its fries or its coffee offerings or even its McRibs. No, the real appeal of a McDonald’s comes only when you’re driving through the night along a dark highway and you could really go for something to eat. Yes there are better burgers out there [...]
Most companies monitor their brands online in fairly predictable and simple ways: Google alerts, Twitter keyword searches, and reading blog comments. This, of course, is a great start, but there’s plenty of room for innovation here. Leave it to Gatorade, the sports-drink giant which has been leading the way in marketing ever since Michael Jordan [...]
I saw my first iPad on Mother’s Day. My uncle brought his brand-new 3G iPad to the family brunch celebrating and thanking the various mothers in attendance, with each person anxiously awaiting his turn to explore the device, testing apps, browsing websites, and just holding the thing. Even my 80 year-old grandmother joined in, browsing [...]
Are there times when a brand or an effort becomes unsalvageable? Well, yes, obviously. You don’t see many active asbestos companies these days. But even good companies that still have worthwhile products to sell can reach a point–after enough negative publicity–where it is no longer worth continuing. And those cases are way more interesting than [...]
I have few rules in life, but here’s one: when an entire article is written about the branding lessons we can learn from Hoosiers, this country’s all-time greatest sports movie, that article will get its own post on whatever marketing blog I write for. And it doesn’t hurt that we’re only a few hours away [...]
