Most of us try to keep up on the marketplace. But it is a challenge to keep up with which brands are crushing it – and which are perhaps overrated. It helps to know what insiders think. This article, “It’s A F*cking Burger”: Execs Dish About Their Favorite And Least Favorite Companies,” (Fast Company, August 14, 2017) provides that insight. Four executives anonymously offer opinions and answer some interesting questions. I found it helpful to read which companies they think get branding right, which are overrated, and the major challenges facing marketers today. The article suggests some new examples you might be able to salt into class a lecture or class discussion—particularly when covering marketing strategy planning, branding, and promotion.
The website brandchannel has launched a series of short case study articles. A team of Yale MBA students evaluate a purpose-driven startup and offer some marketing strategy recommendations. We used a different case from this series in chapter 1. In this case (see “Hungry Harvest – No Food Waste, No Hunger, brandchannel, April 25, 2016), Hungry Harvest tries to tackle two seemingly dichotomous problems – food waste and hunger. It tries to put some of the 40% of produced grown in the U.S. that goes to waste with into the mouths of 50 million poor Americans who don’t get enough food.
From the Hungry Harvest case, give at least one example of each of the elements of the marketing strategy planning process model (see Exhibit 2-9).