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 ...read more
It takes a lifetime to build a good reputation, but you can lose it in a minute.
Brand scholars should find it interesting ...read more
“[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 ...read more
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 ...read more
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 ...read more
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 ...read more
In advertising, don't talk down to the consumer. She may be your wife.
David Ogilvy was a wise man, but even he ...read more
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 ...read more