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NEW: Get Ready for Google Air Force. Strategy Makes Sense Even if Planes Don’t Fly.

Here comes Google Air Force. The purchase of Titan Aerospace and its jet drone technology is the latest execution of Google’s go-to-market strategy that has technology as a key enabler. That strategy also includes channel expansion and maximizing user experience.

At One Stadium, Rookie Zevia Pushes Pepsi From Starting Lineup

Score one for the underdog marketer. Beverage brand Zevia is now The Zero Calorie Soda of the Oakland Athletics, snaring the kind of sponsorship rights that typically go to icons such as Coke, Pepsi and Gatorade.

Fun Test at School: Get Your Healthy Lunch from the Food Truck

A Colorado school district is using creative marketing to address the tough problem of getting students to eat healthier lunches: provide their own food truck packed with desired choices in a healthy format.

Swedish Flooring Company Gives Away Flip-flops To Sell New Product

Swedish manufacturer Forbo Flooring Systems created a break-through sampling program using flip-flops to reach architectural customers. Good luck finding the product on their website, though.

Nuclear Sub Commander Transforms Leadership, Gets Winning Performance

Former nuclear submarine commander David Marquet has written a must-read book about how to achieve great performance at every level of your organization. Turn The Ship Around! A True Story of Turning Followers into Leaders is terrific for all team players and especially powerful for those entrusted with leading direct reports.

Razor Battle is On! 800Razors.com Challenges Dollar Shave Club and Gillette.

800Razors.com is trying to beat Dollar Shave Club and both are trying to beat Gillette with a low-price, online sales model. What does it mean and what are the go-to-market differences?

Great Customer Relations Means More than Just Saying “Sorry”

When health insurance provider Horizon Blue Cross Blue Shield of New Jersey learned that customers faced a potential loss of sensitive information, they didn’t just say sorry – they did something about it. Horizon gave all its members a free year’s subscription to an identity theft identification and resolution tool.

 Dodge Durango Marketing and the Legend of Ron Burgundy

Dodge Durango has partnered with Will Ferrell and the Anchorman movie sequel to create dozens of Ron Burgundy endorsement ads for the car. On the surface sales analysis indicated a marketing home run. But it’s too early to know for sure.

Survival Lessons from 3G Capital Takeovers at Burger King and Heinz

3G Capital takes a rigorous (some would say ruthless) approach to newly acquired companies and their management teams. Just ask the folks at Burger King and Heinz. However, there are important takeaways to increase the odds of successfully navigating your own career well-being.

T-Mobile Creates Ticked-Off Parents to Sell Global Travelers

T-Mobile USA launched a smart, attention-getting marketing campaign to highlight its cost saving international data usage plan. Can the actual customer experience live up to the hype?

For Commodity-Busting, Idea Generating Inspiration: Think Hamburgers.

The next time you’re blocked on marketing or business-building ideas, think about the hamburger.  This ubiquitous product defies its commodity status with a relentless stream of brand concept, product development and overall food establishment new business activity across the country.

KFC Speeds On-the-Go Eating with Cup Holder Chicken

A powerful way to innovate and deliver customer value is to provide packaging-based benefits. KFC has just launched the KFC Go Cup, a hand-held serving of chicken and potato wedges in a cup that fits most automobile cup holders.

Master of Disguise – Texas Roadhouse CEO Goes Incognito for External Learning

Texas Roadhouse’s CEO gets his marketplace learning firsthand by disguising his identity and hitting the road. While donning a costume may be tempting, there are less dramatic methods to implement an ongoing, effective system for marketplace engagement and learning. Do what works for you.

Sports Branding: Time to Say Goodbye to the NFL Redskins.

Native Americans, and many other Americans, consider the NFL’s Washington Redskins team name offensive. A clever, new marketing campaign once again puts the spotlight on this contentious issue. It’s time for the team to change and move forward.

Planet Fitness Drops Dumbbell with Gym Member Communication

Don’t let a lack of communication create a lousy experience for your customers. Planet Fitness kept its gym members in the dark about a major payment system change. The result is a reduced balance in the brand’s customer satisfaction and positive engagement account.

Duke Libraries Tell Stories to Raise Funds. Plus 3 Tips for Your Marketing Team.

Duke University tells an easy-to-relate-to story to help raise funds for its libraries.  The capability to develop an engaging story that can achieve communication and branding objectives should be in your marketing toolbox.

Nissan Salesman Adds Bizarre Twist to Car Buying Ritual

Has Nissan adopted a bizarre, new sales technique or is it just the shtick of a local salesman? What does it mean to say “I want you to leave here happy” even though the customer just told you he’s not buying a car today?

Norfolk Southern Taps Consumer Marketing Playbook for B2B Success

Even industrial marketers can utilize consumer marketing tactics to get their message out.  Norfolk Southern taps the consumer marketing playbook to achieve its business marketing objectives with fun, catchy television advertising.

P&G Battery Marketing. Does Duracell’s Quantum Have the Juice to Overtake CopperTop?

Duracell wants to pump up the battery market with the launch of Quantum, its self-proclaimed longest lasting battery. Is there a meaningful difference versus its flagship CopperTop? Are there enough benefits for consumers to pay more?

7 Reasons ESPN’s ESPY Awards are Terrific Content Marketing

ESPN’s The ESPY awards are an excellent example of creating relevant content that both engages fans and reinforces the ESPN brand promise with them.

Retailer Sundown One Fights the Big Guys with Pizza and Beer

Central Illinois electronics retailer Sundown One demonstrates how to succeed versus the big national chains

Ask Your Customer – Part 3 of a Continuing Series

There is no substitute for fact-based customer understanding.  So, ask your customer.  In this example, supermarket retailer ShopRite utilizes a simple method to obtain consumer learning.

NFL Patriots Analysis: Brand Managers Must Say No

The New England Patriots football team fired a top player arrested for murder, and offered fans a free exchange of his jersey. It’s an important reminder that brand managers have to say no sometimes.

Arrowhead Mills Gets it Right with Cereal Package Update

Contrary to news reports the past few years, food and beverage package redesign isn’t always a fiasco. Arrowhead Mills shows us how to do it right with a makeover of its healthy cereal product range.

3 Marketing Lessons from Coca-Cola’s 60-Year Relaunch in Myanmar

Coca-Cola’s return to Myanmar after a 60-year hiatus offers three refreshing marketing lessons: Don’t Dismiss Back to the Future; K.I.S.S. Works in Marketing, Too; and Learning Never Stops. Thanks to marketing leader Shakir Moin for the inspiration.

For a Close Shave, It’s Captain America to the Rescue?

High-end skincare products seller Kiehl’s wanted to spike its men’s marketing with a custom Marvel comic book distributed inside Wall Street Journal newspapers in select markets. It was an interesting content marketing effort. However, what’s the connection between Captain America and current and/or potential users?

HBS Professor: Time to Rebrand & Reimagine Strategy

Leaders must step up to the role of strategist, per HBS professor and author Cynthia Montgomery.  And strategy should be embraced ”as something open, not something closed.  It is a system that evolves, moves, and changes.”

Super Bowl Star Hopes Sock Collection Has Legs

Super Bowl star Plaxico Burress is launching a collection of high-end hosiery for men called The Plaxico Burress Collection. Do we need funky colored socks that cost $24 to $39?

For Growth & Success, Get Out of the Office

Starwood Hotels reminds us: if you’re not engaging off-site with everyone and everything that makes your company tick, that’s a problem – and lost opportunity.

Creative Product Distribution Brings Hope of Clean Water: Inventor Dean Kamen Connects with Coca-Cola

Dean Kamen was stymied to distribute an easy water purification device in Africa and Latin America. Then he realized “there’s only one organization that can get a product to any village in the world: Coca-Cola.”

A Mindset for Success: “We Have Enough to Win”

Chicago Bulls coach Tom Thibodeau is a master team culture builder. What you can learn from his “we have enough to win” leadership philosophy.

Canadian Sports Retailer Delivers Value with Hi-Tech, Not Low Price

There’s more to value than just low price.  Canadian sports retailer Sport Chek believes that. It’s going high-tech to create what it hopes will be a unique customer buying experience.

 What the Marines Can Teach Business Leaders

You don’t have to join the Marine Corps to get their best teaching on leadership and decision-making for the business crucible. Just read David H. Freedman’s Corps Business: The 30 Management Principles of the U.S. Marines. The push-ups are optional!

New York Hospital Goes Too Far with Case Study Marketing

Just because you can tell a story doesn’t mean you should. NewYork-Presbyterian Hospital mostly demonstrates how to do case study marketing well, but a new TV commercial goes too far.

Arrow Electronics Uses NCAA Hoops to Rollout B2B Corporate Branding

Arrow Electronics has invested in a major corporate branding campaign with an attention-getting idea called The Innovator’s Club.  A full understanding and appreciation of the company’s message probably requires a bit of effort from customers.

How to Get Rid of Innovation-itis

Companies struggle and even become disillusioned with innovation because of the wrong expectations.  How Elkay and Louisville Slugger moved the needle with non-transformational innovation.

Ace Hardware Aims to Win with “The Help”

A new marketing campaign from Ace Hardware builds from a simple positioning – “Getting help at Ace is like going to your neighbor” – and is effectively communicated in new TV commercials.

3M Brands Get Endorsement Right with Mike Holmes

What is it about endorsements that make them such a tempting magical elixir for marketers and agencies? Read a mini case study of 3M brand endorsements with HGTV contractor Mike Holmes, and get five key pointers for your marketing endorsement decision-making process.

Engage Customers with “Content Marketing”

Content marketing should be part of your marketing mix and deserves to be treated strategically because it can be a real difference-maker.  Learn about Serena Software’s five-part video episode series called “Doug Serena, CIO.”

Put “70 Percent Solution” & Rapid Fielding Concepts into Go-to-Market Toolbox

These can be business differentiators.  Spread this way of thinking across your company and make it a valuable addition to your organization’s go-to-market toolbox.

9 Thought-Provoking Leadership & Personal Growth Ideas for 2013

Here are a few thought-provoking ideas from my recent reading, including from Jeff Bezos and Clayton Christensen, that resonated with me and could prove valuable to you. While they’re mostly for your professional consideration, you may also find some personal overlap. They’re organized into nine categories for easy processing.

Duluth Trading Company Nails Positioning for Tradesmen Clothes

Super-clear positioning and content marketing drive Duluth Trading Company. Marketing basics do work. If you can get your positioning and personality easily defined, you’ve got a solid platform to reach customers, especially when your product line backs it up. Then, become a great story-teller.

Acer Computer’s Megan Fox Marketing Campaign is a Big Question Mark

Sorry, Megan Fox talking to dolphins is not a reason to buy an Acer computer. Maybe I’m missing the boat, but there should be more than that to an Acer brand-building campaign, especially when reallocating and investing limited company financial resources.

CA Winery Blends Packaging & Consumer Insights To Create New Products

Packaging can be a powerful component of the marketing and branding mix – when used skillfully. Mini case study of Calilfornia winery Truett-Hurst’s launch of Evocative Wrapped Bottles occasion-based wines.

Marketing Lessons from the Axe Brand Team

The latest Axe brand communication is Showerpooling, a social media-driven marketing campaign that integrates the Axe brand essence with a tongue-in-cheek nod to environmentalism

Save the CEO Newspaper Letter for the Big Stuff

Save the CEO and C-Suite leaders for the most important customer communications. When he or she takes a large newspaper ad and gives out a personal email address, it should be vitally important and especially urgent.

Uber Shows How to Make Money with Social Media

On-demand car service company Uber provides a strong example of how a business can use the net to engage with its customer base and drive change.   They just told their customers what was happening and gave them the tools to take their own action.  This is the power of the Internet today.

How to Sell Steak at Walmart: Find New Ways to Talk About An Old Product.

Walmart’s steak marketing is a good example of a strategy I refer to as “making news.”  This means finding and/or creating relevant message point news about your brand or product.  It’s especially applicable for mature products that don’t easily lend themselves to product improvement or innovations – steak, for example.

Google, Coca-Cola Leaders Push Transformative Mindset

Need to overcome big hurdles?  Take a page from Coca-Cola’s Muhtar Kent and Google’s Sebastian Thrun.  Be constructively discontent and get rid of the baggage!

What Azerbaijan’s New Taxis Can Teach Us About Branding

The next time someone asks you to define branding, tell the story about how Azerbaijan selected the iconic London taxi for its fleet modernization. That’s all you really need to know.

American Express Treats “Service” as a Marketing Differentiator

Let’s give Jim Bush (EVP World Service) a “marketer of the day” award for his mindset on how to leverage the service function to impact the bottom line – via customer engagement and not simple transaction management.

Would You Buy IKEA’s New Integrated HD Entertainment Furniture System?

Global retailer IKEA has just announced that it’s entering (or perhaps creating?) a new category of integrated electronics and furniture.  The new HD entertainment furniture system is easy to understand from a corporate strategy and mission standpoint. It even seems to address a consumer opportunity area. Give them high marks for thinking different and being willing to innovate. That doesn’t guarantee success, though.

6 Management & Marketing Ideas from Facebook and Lululemon

New ideas, clever approaches and important reminders always jump off the page during my business reading, especially those that might apply to challenges I’m facing or will likely face again.  Here are  six management and marketing ideas that stood out to me recently, along with an “action step thought starter” for each one.

 Coca-Cola Portugal Gets A+ in Sponsorship Activation

Beyond getting the strategy and platform right, powerful sponsorship is all about activation and user engagement. To Coca-Cola Portugal, I simply say, Goaaaaaallllll!

Why You Need to Market for the “Zero Moment of Truth”

ZMOT – Winning the Zero Moment of Truth is an easy reading, 73-page e-book that every marketer, seller, businessperson and customer touchpoint team member should read.  It’s a simple, yet powerful reminder of something fundamentally important and critical in today’s business world: “Can they even find your product?”

Is Apple’s Secret Culture Really the Way to Go?

Apple has such a wonderful reputation and so much cool marketing that I was shocked to read details about its secretive corporate culture.  It flies in the face about everything I’ve been taught, believe and have seen work during my business career.

Penney Pushes Change. What Can You Take Away?

J.C. Penney’s new CEO, former Apple executive Ron Johnson, boldly proclaimed the retailer’s plan to become “America’s favorite store.”

You Can Do It – Kipling’s Prescription for Success

What Rudyard Kipling’s “If” poem teaches us about life and business.

Social Media Idea Powers Brazilian Condom Marketer

Ideas power marketing.  Today’s example:  check out this terrific marketing idea for Brazil’s Olla Condoms.

Sexy Target Marketing Promotes Male Cancer Awareness

A British health organization has taken a super-sexy approach to help solve the deadly serious issue of testicular cancer.  Let’s explore why this is such a great marketing lesson and reminder for all of us.

3 Innovation Thought-Starters

Here are three ideas that can help overcome the “we’ve always done it this way” syndrome, and better yet, foster a forward-looking, innovative culture and mindset.

Don’t Be a Lazy Marketer. Use Marketing Briefs.

Hey marketers, if you can’t or don’t want to take the time on the front-end to map out just what it is you want to achieve and why, then don’t expect to have any success.  Sure, you might get lucky, but over time, the odds are greatly against you.  You need to write a marketing brief.

General Mills Pushes Magic Brownies. Plus 5 Tips for Evaluating Bold Marketing Ideas.

You’re in a conference room being pitched ideas for the marketing rollout of your new product and the recommendation is to use iconic marijuana-smoking characters from a 1970s movie. What do you do?

The Brand Management-Retail Management Battle at Sears

Craftsman tools are now for sale at Costco.  Sears’ dilemma may just be that what’s good for the brands is not good for the stores.  Channel expansion for Sears’ big, power brands may be the right brand management choice, but how can that be the right retail growth management choice?

Chief Marketing Officer (CMO) Council Publishes H. Chimoff Article.

Make Strategic Changes From Position of Strength, Not Weakness. Why do leaders and companies seemingly wait until crisis time before making the tough go-to-market and organizational structure decisions needed to ensure healthy sales and profit generation?  The best time to do this is when the company is doing well and can process the change rationale and ramifications from a position of strength.

Mobilize Your Marketing Mix

Mobile marketing is hot, particularly smartphones. It’s no surprise that marketers are in overdrive figuring out how to optimize engagement and maximize experience for mobile consumers and customers.

Advertising That Saves Rental Car $$$

Budget Rent a Car of Atlanta has partnered with Wrap Media Group to wrap rental vehicles with the Sheets™ Brand Energy Strips logo.  Significant discounts are touted for those bold enough to be indirect brand ambassadors.

Now Playing: The Holographic Marketing Communicator

Technology should be on your radar screen in the context of difference-making, whether in terms of direct customer experience or in-house productivity.

Winning Lessons from US Womens Soccer

Yes, congratulate the women’s World Cup soccer team.  Beyond the great play, what really stood out to me was the teamwork, mindset and leadership.  Great players have success but the best teams become champions.

Leadership Tips from United CEO Jeff Smisek

There’s a certain wow factor about United CEO Jeff Smisek’s leadership and management philosophy  because he comes across so straightforward and genuine, without the jargon and BS.  Smisek is a refreshing difference, which is why he stands out.

New Corona “Find Your Beach” Commercial Powerfully Delivers Brand Positioning

You can build meaningful brand/product/service differentiation, image and equity with the right positioning foundation and marketing communications ideas that bring it to life.  Corona Extra’s “Find Your Beach” tv campaign is a poster example.

Ace Hardware and Avis Bring Positioning to Life in New Ads

Why does some advertising easily fit and resonate for the brand while so much does not?  One answer is that the advertising is consistent with the positioning, and helps dimensionalize it and bring it to life for customers.

Make Strategic Changes From Position of Strength, Not Weakness

Why do leaders and companies seemingly wait until crisis time before making the tough go-to-market and organizational structure decisions needed to ensure healthy sales and profit generation?  The best time to do this is when the company is doing well and can process the change rationale and ramifications from a position of strength.

Inspiration from Ritz Carlton: Create & Activate Your Extended Marketing Team for Customer Success

Positioning only to the customer is not enough.  There’s an important corollary, which is positioning to internal, cross-functional teams so that they are prepared to successfully interact with customers.  Today’s CMO should create, engage and activate a powerful extended marketing team, that together with superb positioning, can produce a compelling, differentiating customer experience.

New Strategies Bring Change at Cisco and Best Buy

Cisco (shutting the Flip recorder business) and Best Buy (reducing big box square footage and adding mobile stores) made important strategic announcements last week.  Each decision provides a good opportunity for a mini-case study discussion. After you read my take, post a comment and tell me what you think.

 Stop-You-in-Your-Tracks Advertising

The new bus ad for Midwest DNA & Drug Testing, Inc. is brilliant.  It plays off a popular expression, which cuts right to the core service and benefit.  Simple, effective and powerful.  Plus, avoid these six pitfalls in your advertising development and creative evaluation process.

Gillette Pushes Razor Growth by Competing Against Itself

Gillette, a Procter & Gamble brand, has an impressive marketing innovation track record with razors.  Gillette, and now P&G, has not been afraid to compete against itself and to cannibalize, if necessary, existing products for higher priced/higher margin sales.

The Basics Aren’t Sexy but Help Get the Right Things Done

Powerful, effective ideas don’t have to be based on fancy jargon or complex theories. The basics often work quite well. That’s the major takeaway from the short book: Plugged: Dig out & get the right things done.

Ask Your Customer

Customer understanding and market research should be key components of your strategic marketing planning. This is often a significant expenditure, but you don’t always have to invest big bucks to understand your customer. When possible, take advantage of low-cost, easy-to-implement options such as the following example from Amazon.

What I Learned in China – Exclusive Interview

Everyone is talking about China.  But what do we really know?  Here’s an exclusive interview with ex-pat business executive Greg Morency, just back from living and working in Shanghai.  It’s an inside look at lessons learned from doing business in China.

Vote on New Starbucks Logo

 You play Brand Manager.  Check out the Starbucks logo evolution and then tell us what you think.

Sales & Marketing Management Publishes H. Chimoff  Article

Put the Marketing in Your Trade Shows.  12 organization and action points to help maximize your trade show marketing.

UK first aider markets to save lives

Don’t let mature brands and commodity products stop you from producing terrific marketing.  As UK first aid charity organization St John Ambulance vividly demonstrates, you can break through.

Feel the Noise – SunChips Canada goes Social for Compostable Packaging

Frito Lay Canada engages consumers with a clever social media campaign to market its new compostable SunChips packaging.

Dare to Be Different

Former NFL star and Super Bowl winner Brad Benson leverages current events, politics and celebrity actions to create memorable, attention-getting radio ads for the largest car dealership in New Jersey.  His unique communications platform drives traffic, and enhances brand identity and market awareness.

Tips From the Top

Ponder the meaning and implications of CEO marketing leadership examples from 3M, Wal-Mart and United Continental for your team and company.

Thinking About Branding

Everyone wants to be a brand manager, but figuring out how to use brands is hard.  Discussion examples from Hyundai, Continental-United, Starbucks and Donald Trump.

Make the Sales Team Your Friend

Here are four key themes to embrace for successful marketing-sales interaction and communication, which will also help you build a great working relationship.

Marketing Show and Tell

Here’s a short story about Olive Garden and wine. It’s a good reminder that marketers need to make their products and services approachable, easy-to-understand, and sometimes even fun.

OfficeMax Takes Expertise to New Channels

You may be surprised to learn how OfficeMax has creatively modified its go-to-market strategy.  Office Max unlocked growth potential because it avoided defining itself as purely an office supply store retailer.

Commodity? Not All Chicken is the Same

When you’ve got meaningful differentiation, market the heck out of it. When you don’t have it, gear your innovation efforts to get it. If it’s just not possible, out-execute your competitors.

A Cure for We-know-it-itis

Don’t be the emperor with no clothes.  When it comes to operating your business and maximizing performance, relying on limited, assumption-based rather than fact-based knowledge has the potential to lead the organization astray.

Loyalty Goes Both Ways for Hotel Chain 

InterContinental Hotels Group has a new Priority Club rewards program.  I don’t know if it’s crazy, brilliant marketing or much ado about nothing.  However, to break from the pack, a certain dose of bold and different is often required.

21st Century Soda Fountain Offers Innovative Choice

Innovation can take many forms within the go-to-market strategy, and is not restricted to just new products.  Make sure your company invests in some “imagineering” resources to protect existing businesses and/or to grow new ones.  Here’s a look at the new Coca-Cola Freestyle fountain dispenser, and why Coke hopes it’s the next real thing.

Power Leadership from Football Coach Rex Ryan

A study of New York Jets football coach Rex Ryan reveals important leadership, communication and motivational insights for business and marketing leaders.  “You’re going to stay the same, get better or get worse.  We’re getting better.”

Expand Your Horizons for Winning Ideas 

What’s the marketing connection between Netherlands lingerie, Brazilian hamburgers and US chicken?  Cast your idea net far and wide for inspiration that can help drive your business.

Championship Inspiration from Coach K

Everyone wants it, scores have written about it, many aspire to provide it, but few can actually produce it:  great leadership.  The leadership philosophy of Duke basketball coach Mike Krzyzewski extends from the court to the marketplace.

Observations From The Great Food Nutrition Debate

March 2010 featured four intriguing events pertaining to the great food nutrition debate.  There are implications to be gleaned from food retailers Hy-Vee and Basha’s Supermarkets; Michelle Obama’s address to the GMA; and the new reality television show Jamie Oliver’s Food Revolution.

Marketers Are Sellers Too

Marketers need to be savvy operators who understand that marketing’s role is to help generate profitable sales. Former Denny’s CMO Mark Chmiel opines on the topic.

Attention Marketers:  Watch Undercover Boss

Undercover Boss provides tv entertainment that will stimulate important reflection about your job and company.

Back To The Future Marketing

New ideas don’t always have to be new.  The Food Network’s Unwrapped show featured a coin-operated eating blast from the past with BAMN! Automat.

Inspired By Harshest Critics, Dominos Rolls New Pizza

Why would the number one US pizza delivery company highlight that consumers think its product tastes like “cardboard?”  Explore the incredible new marketing campaign for reformulated Domino’s Pizza.

Beware The Arrogance of Dismissing Competition

A case study about the pitfalls of underestimating the competition.  Lessons from the the use of Predator drone aircraft in Iraq and Afghanistan.

Inside the Red Blue $1 DVD Battle

Coinstar Inc. and its Redbox DVD rental kiosk are battling NCR, with licensed brand Blockbluster Express, and its own DVD kiosk.  Gain important marketing insights from this content delivery battle.

BoltBus Provides A Branding Ticket To Ride

Advertising Age magazine named BoltBus one of “America’s Hottest Brands.”  Read why.

Power Positioning

Duracell, part of Procter & Gamble, unveiled a new strategy to position itself beyond just batteries.  The company organized a suite of existing and new products under the Duracell Smart Power platform.

Burger King Links In-Store with At-Home

Burger King, seeking to leverage its brand and generate new revenue streams, utilized licensing to bring BK branded french fries and apples to the at-home market.

Welcome To the Brave New World of Consumer Generated Marketing

Kraft Foods Australia invites consumers to name its new Vegemite product and takes a wild marketing ride.

Testing New Choices: Whats’ For Lunch, Mom?

Armour-Eckrich challenges Kraft Lunchables with test market launch of Active Packs.

Does Face-Time Mean Revenue Time?

Create a price benefit that can help build your business longer-term instead of just getting a one-time sales spike.  Learn from British Airways.

Marketers, Embrace Technology

Technology can play a role in bringing your marketing strategy to life.  Examples from Live Sports Radio, print ads with embedded video, Avatar and Coldwell Banker.

Promote This

Take calculated risks in your promotion strategy to achieve differentiation.  Learn from the NBA’s New Jersey Nets and Jet Blue Airways.

Attack Season

Direct comparison/attack advertising examples from the Ball Park/Oscar Mayer hot dog war; Powerade vs. Gatorade; and Campbell Soup against Progresso.

Challenge The Status Quo

Experiment and test new ways to impact and persuade your customers.  Intriguing examples from the LPGA, Alexander’s Steakhouse, Metropolitan Police Department and Miller Lite.

Be A Leader-Coach

Great teams require excellent leadership and coaching.  Examples from Google, Costco and Colin Powell.

Channel Agony

Did channel expansion lead to the downfall of Mattress pioneer 1800mattress.com?

Can Two Worlds Beat One City?

Connecticut casinos Mohegan Sun and Foxwoods join forces in an unexpected destination marketing campaign.

Positioning Made Fun

Creative marketing campaign from Air New Zealand.