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brand strategy

Did Weight Watchers “WW” Reposition the Brand for Risk?

Did Weight Watchers “WW” Reposition the Brand for Risk?

Deborah Budd
1/30/2020

Early in 2019, weight management company Weight Watchers decided that ...

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When Holiday Ads Strike the Wrong Tone

When Holiday Ads Strike the Wrong Tone

Deborah Budd
12/23/2019

Maybe it’s a trend. We’ve written about tone ...

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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 ...

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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 ...

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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 ...

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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 ...

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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 ...

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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 ...

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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 ...

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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 ...

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