The Exaggerated Death of Retail
Amazon is a retail juggernaut. Last year the company was responsible for 5% of total US retail sales (online and offline). Their growth and expansion…
Chapter 08
Negative Brand Association
Brands partner with other brands all the time for various reasons. One motivator is to help improve your brand preference. By associating with another brand…
Social Media’s Fight for Younger Members
Facebook started as a platform for college students and quickly became popular with teenagers as well. As the platform went through the adoption curve it…
Marketing Head-Scratchers
Have you ever seen an advertisement that caused you to scratch your head and ask “What were they thinking?” There’s no shortage of examples of…
Trademark Disputes
Trademarks can be tricky. When companies spend millions to build and maintain a brand they want to make sure that brand is protected. One way…
The World’s Most Valuable Brands
Most students understand that a recognizable brand is an important asset for a company, but few realize that value can be quantified as brand equity. …
Which Brands are Getting It Right? (An Insider’s Perspective)
Most of us try to keep up on the marketplace. But it is a challenge to keep up with which brands are crushing it –…
Chapter 01 | Chapter 05 | Chapter 08 | Chapter 09 | Chapter 13 | Chapter 16 | Chapter 17 | New-product development | Product | Promotion | Publicity | Social media
“We wanted [our restaurant] to be Instagrammable”
Most industries report a decline in the effectiveness of advertising as a means to tell customers about their product. As we note in chapter 16,…
Chapter 03 | Chapter 05 | Chapter 08 | Chapter 10 | Chapter 12 | Competition | Place | Product
Snap Kitchen’s Healthy and Convenient Meals Gain Foothold
Snap Kitchen is trying to find that sweet spot many consumers want — tasty, convenient and healthy food at a fair price. There is a good…