Justin Bieber has become the latest celebrity brand spokesman to find himself in brand trouble. Advertising Age wrings its hands at the damage his prank could do to his power as a celebrity endorser for brands such as Best Buy, Proactiv, and Google Chrome.
We’ve covered celebrity brand woes and the impact of personal scandals on [...]
Just 18 months after getting it all together, consumer packaged goods giant Kraft announced today that it is breaking up. It turns out that Kraft executives have discovered the grocery business has different needs that the snacks business. In a conference call with the Kraft CEO, one participant called the break up “rearranging the furniture.” [...]
When Old Spice announced that Fabio would be replacing Mustafa, the outcry was instantaneous. Was Old Spice going to end up like The Gap and quickly backtrack when customers on social media screamed loudly enough?
Not so fast. It was a set up from the beginning—a set up perfect for generating buzz and involving fans. Fabio [...]
I was right in the middle of writing a blog entry on how the well-documented trust problems of the Facebook brand have left a gaping strategic hole that could have allowed Google+ to topple the social media giant. But then Google+ messed up in a big way. They no longer can claim trustworthiness and may [...]
Your brand name is a good start in creating the verbal expression of your brand. To convey a richer story, you need more than that. Call it a tagline, strapline, or slogan, a short, catchy phrase may help take many brands to the next level.
I’ve had many clients struggle trying [...]
Last week, I had the pleasure of talking to Christopher Ibsen, Chief Marketing Officer of the Piggly Wiggly grocery chain. I was on the receiving end of his charming rebuttal of my comment about Pig Swig (Piggly Wiggly’s private label beer) being one of the growing ranks cheap beers fighting to be the lowest price [...]
The American Express Open Forum publishes advice articles for small business leaders. Today’s featured article, which quotes Merriam Associates, is about personal branding–how you can create a recognizable persona for yourself and your company. A personal brand has always been helpful for advertising, recognition, and networking. The growth of social media makes thinking deliberately about [...]
“Don’t use the F-Bomb” is a seemingly common sense rule when using social media for corporate purposes.
But, common sense is not as common as you might hope.
A purported social media expert working for a leading social media agency tweeted this for Chrysler: “I find it ironic that Detroit is known as the Motorcity and yet [...]
Rance Crain has an interesting post in Advertising Age: “Back in the Mad Men days, when the “pioneers of advertising,” as my old boss Stan Cohen calls them, ruled the roost, it was commonly held that a little exaggeration was not unreasonable to accentuate the selling points of the ad messages.”
Don’t try [...]
Johnson & Johnson used to be held up as the ideal case study of how a company should respond in a crisis. Their handling of the Tylenol tampering case back in the 1980s was masterful. Johnson & Johnson’s response to the seemingly endless string of current product recalls, however, has been anything but masterful. (see [...]
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