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brand strategy

Gillette Marketing Gets Woke

Gillette Marketing Gets Woke, But Who Believes It?

Deborah Budd
1/30/2019

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
1/16/2019


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
11/8/2018

“[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
8/30/2018

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
7/5/2018

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
5/23/2018

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
3/13/2018

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
3/1/2018

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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