Strategy, Marketing & Big Ideas
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My interview with Sergio Zyman on the Pepsi Challenge is included in my upcoming book, Killing Giants: 10 Strategies to Topple the Goliath in Your Industry, to be published on March 31, 2011 by Portfolio. Join my advanced notice mailing list here. “The brilliance of the strategy was that they were filming these people [...]
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Dear CMO: “Snapple was a freight train. Everybody was saying in those days colas are dead everybody’s dead and this is the new stuff. We came up with this brand Fruitopia. I remember a reporter asking at a press conference, saying this is a me-too brand. And I said, you bet this is a me-too [...]
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Coke won. I don’t care about the specifics, the back room negotiations or whatever happened in Kirkland. Coca Cola has won a resounding victory, not just in retail distribution but in branding, brand power and market muscle. Of the three players in this comic drama, Costco is cast as the petulant child who reluctantly is forced [...]
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Dear CMO: The promise of branding is that you will be able to count on a consistently delivered experience, time after time. When you pop open a Coke. When you go to Disneyland. When you order the hanger steak at Les Halles. You don’t want someone to “do it their way” with their own special [...]
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