Posts Tagged ‘Branding’

Old Spice Reloaded: The Sell Through

Tweet Hello, marketers. Look at your AC Nielsen data. Now back at me. Now back at your data. Now back to me. Did I ever tell you that I spent much of my formative years neck-deep in AC Nielsen data, judging year-over-year, month-over-month, weekly, SKU-level and key account level sell through data? I did. It wasn’t the […]

The Power of Ritual + How to Tap It

TweetI had a quick Twitter exchange with Mark Oakes (@MarkOOakes) and Ted Coine (@tedcoine) last week that started with a simple question: “Beyond hiring right, how do you ensure change happens after you, as the consultant, have left?” Instilling change is more like chiropractic than surgery. It’s lots of small shifts and not one haymaker […]

BP, Laura Ries, Brand Trust and Emerging from Disasters Stronger than Ever

TweetBP and its CEO Tony Hayward are dealing with a catastrophe the size and scope of which few in modern times have been called upon to deal with, but by balancing open communication, accountability and a mission that rivals the Apollo 13 rescue, they have the chance to do more than just weather this storm […]

The 3 Hidden Gems in the Pepsi Challenge: More Notes from My Conversation with Sergio Zyman

TweetMy 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 […]

Coke, Pepsi and Costco’s Alternative Girlfriend

TweetCoke 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 […]