• Posts Tagged ‘Advertising’

    Nabob and the Coffee Kerfuffle: How the 120-year-old brand managed to maintain its challenger status.

    by  • June 8, 2016 • Branding, Leadership, Marketing, Strategy, Uncategorized • 0 Comments

    This article was written by Jennifer Horn for the June 2016 issue of Strategy Magazine.

    Respect_new2Nabob, you’re a feisty fella. In the ’80s, you famously smashed the paper bags of rival Maxwell House in ads to prove your own superior packaging. Not long after, you took aim at the coffee bean itself, ruling out the seeds that didn’t quite fit your strict flavour and aroma standards. And today, you’re crossing swords with society’s (arguably) pretentious coffee culture.

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    Beer Branding: Image is Still Everything

    by  • June 4, 2013 • Branding, Leadership, Marketing, Strategy • 0 Comments

    Labatt50Locally and globally, maintaining resiliency of a beer brand is as exciting as it is challenging. But once your brand is on the outs with the prime target group, cardiac arrest sets in. Oh sure, everyone tries to resuscitate their beloved brand with scads of Hail Mary endeavors ranging from “cool” package design to “cutting edge” advertising and “fun-loving” promotions.

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    The Beer formerly known as Albino Rhino

    by  • February 25, 2013 • Branding, Leadership, Marketing, Strategy, Uncategorized • 0 Comments

    ARLast week I wrote about a complaint to the British Columbia Human Rights Tribunal by a person with albinism – Is Political Correctness Coming to a Brand Near You? This person was offended by the brand name of a whimsical beer marketed by the Earls Restaurants chain. The powerful tribunal ruled in favor of the complainant, and after several months of dealing with the aggravation, Earls finally threw in the towel, accepting responsibility for their insensitivity and agreeing to change the name of the 25 year old beer brand, Albino Rhino. Political correctness had run amok.

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    What Not to Do When Business Sours

    by  • September 3, 2012 • Branding, Human Resources, Leadership, Strategy

    Don'tPanicMost of you have heard the saying, “Don’t throw the baby out with the bathwater,” or something to that effect. Basically, the idiom advises us not to discard something valuable in our eagerness to get rid of some useless thing associated with it. If you are not careful, this can happen to businesses going through a rough patch.

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    10 Insights from the 100 Most Creative People in Business

    by  • June 10, 2012 • Branding, Leadership, Marketing, Strategy

    Why is creativity so important in business? Because it is the idea, and not the money that drives entrepreneurship. This month’s Fast Company names the 100 Most Creative People in Business, with an emphasis on global leaders in technology, design, media, music, movies, marketing, television and sports. To be honest, I’d never heard of the vast majority on these people. That’s not important; their interesting and inspirational stories are what matters to those of us who value the power of creativity. Rather than file the list’s creative wisdom in the back of my mind, I’ve taken 10 quotes that provide insight into the creative thought process.

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    The Power of an Enemy

    by  • April 23, 2012 • Leadership, Life, Marketing, Strategy

    IClay’m an extremely competitive person. As a kid in sports, I played my heart out, hated my opponents and cried when I lost. Admonished by my mother and father for unsportsmanlike behavior, I eventually matured and forged a stiff upper lip in defeat. But behind the façade, the agony gnawed my gut – it still does. I have no regrets; In fact, I consider the repugnance of losing a special gift. There is no doubt in my mind that my ferocious competitive spirit is responsible for my success in corporate life.

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    What Ever Happened to the Pepsi Generation?

    by  • November 20, 2011 • Branding, Leadership, Marketing, Strategy

    NATM_512x288The concept of a Pepsi advertising campaign designed to capture America’s youth had its roots in the 1960’s. But it wasn’t until the 1980’s that “The Choice of a New Generation” struck 14-24 year olds like a social tsunami. Michael Jackson, the theme to “Billie Jean” and a phenomenal blend of marketing and entertainment drove the Pepsi brand to the pinnacle of contemporary culture. Coca-Cola was so taken aback by the success that they made a colossal error in judgment. They abandoned their century-old recipe and launched “New Coke”. The result was disastrous. It looked like Pepsi had won the Cola War. But they had won only a battle.

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