Rumours abound that Tesco are undergoing a major brand review. What? Why? Who? When? Eh? All the questions and none of the answers... Its always been one of the hardest moments in my MBA course on Brand Management. We bow down and worship at the altar of Tesco's marketing, research, segmentation...
Is there anything better than a leader leading? Better yet, a marketer taking the lead with the brand that he helped to found? Here is the memo Starbuck's Chairman Howard Schultz sent out to senior staff pointing out that the company's growth had come at a great cost to brand equity. Poetry from...
Tiffany are doubly rare. An American luxury brand. And one that knows what it is doing. A great illustration of why marketing and sales are often very different things. Tiffany launched the 'Return to Tiffany' collection in 1997. The accessibly priced silver jewellery was so named because every...
For once a highly paid US Athlete has used his heart not his wallet to guide his endorsements. The remarkable (and successful) story of the Starbury. The first time I saw Stephon Marbury was in 1997. I had just finished my PhD and was starting a job as a 'rookie' professor at the University of...
Why the Ultimate Question and Net Promoter Scores really are what they claim to be. There are two disparate sources of management insight that a marketer can turn to for advice. The first is the proven, academic corpus of business writing that uses rigour and science to guide management thinking. Journals...
With two decades of hindsight, it is clear that Coke won the battle against Pepsi to be the world's number one cola, but it may well have lost the war to become the more successful corporation. PepsiCo is now streets ahead of its age old rival. One of the most famous quotes in marketing was made...
Next month global agency group WPP will launch an alternative brand valuation league table that will directly challenge Interbrand's calculations. The system has been masterminded by chief research officer Andy Farr and his marketing quant jocks at Millward Brown Optimor (MBO) Last week I reviewed...
