Archive for June, 2010

This Bud’s For…Who?

June 28, 2010

In a Wall Street Journal article [June 28, 2010], Carlos Brito,  Anheuser-Busch InBev’s chief executive, discussed his plans for Budweiser.  He cites global expansion and rebuilding the brand in the United States.  I agree with him that the mega-brand strategy is correct.  However, I cannot help but wonder if we have not been sending the [...]

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Posted in Branding, Customer Relations | No Comments »

Two That Get It. One That Doesn’t.

June 25, 2010

Two Organizations That Have Disregarded Previous Instructions Third tier brands do best when they take risks.  Infiniti has redesigned the M37 and M55 models. They have made vehicles that are surprising and different.  They reshuffled the deck. The Financial Times ran an article [June 21, 2010] about Dean Lynn who took over the Berkeley Business School. [...]

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Brand Segmentation

June 16, 2010

Brand segmentation is alive and well.  So the story goes. The previous instruction: segment brands and develop line extensions to meet changing wants and desires.  The more the merrier seems to be these marketers’ belief. That may work for some products in the short term, but I suspect though, this model is self-defeating in the [...]

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Not A Rose By Any Other Name

June 10, 2010

It is a Chevrolet, not a Chevy.  This change is going to turn the brand around.  It is a signal of things to come.  It is Coca-Cola not Coke.  It is the New York Yankees not the Yankees.  It is Proctor and Gamble not P&G.  The new guy at General Motors wants to start fresh [...]

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