brand strategy

Gillette Marketing Gets Woke

Gillette Marketing Gets Woke, But Who Believes It?

Deborah Budd

A shift in marketing strategy in the wake of the #MeToo era may have seemed like a good move for Gillette, a long-time market leader ...

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Johnson & Johnson

Johnson & Johnson Asbestos Scandal: Death of a Fabled Brand?

Deborah Budd

It takes a lifetime to build a good reputation, but you can lose it in a minute.  

-Will Rogers

Brand scholars should find it interesting ...

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Rebranding Resistance

Why Rebranding Often Excites Resistance to Change

Deborah Budd

“[Rebranding is] the most asymmetrical corporate strategy of them all. There is literally no upside of a nice new logo; there is only pain if ...

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Outflanked: Product Extensions

Outflanked: Product Extensions or Extended Confusion?

Deborah Budd

As you stroll the grocery aisles in search of brands you are loyal to, you may find it ever more difficult to find that product ...

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Trademark Color

When Color Is The Brand: Trademarking a Color

Deborah Budd

We live in a colorful world. Every day we are surrounded by color—in how we decorate our homes, the colors of our vehicles, the ...

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Scout Me In

Boy Scouts of America Rebrand: Strategic or Brand-Damaging?

Deborah Budd

The Boy Scouts of America has a long history in the USA. At 108 years old, it can definitely lay claim to being a heritage ...

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Jane Walker, Gender Marketing

Jane Walker, Gender Marketing and What Women Really Want

Deborah Budd

In advertising, don't talk down to the consumer. She may be your wife.
David Ogilvy

David Ogilvy was a wise man, but even he ...

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Olympics or Super Bowl

Olympics vs. Super Bowl: Which Ads Got Better Brand Awareness?

Deborah Budd

Big-event marketing is a risky bet for major companies and brands. It is difficult to get a good measure of the return on investment (ROI ...

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