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Goliath’s Challenge: DTC Startups Get Personal

Anjali Lai March 7, 2019
In this battle between direct-to-consumer (DTC) startups — cast as the proverbial David — and their large, established brand opponents, victory is not about size or stature; it’s about skillful weaponry. In fact, if one looks at DTC startups’ long-term growth numbers, a scorecard tally suggests that today’s Goliaths will continue to dominate consumer retail […]
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The Hidden Lesson In Big Beer’s Post-Super Bowl Antics (Hint: It’s Not About Fast Marketing)

Brigitte Majewski February 8, 2019
What everyone will remember most about “Super Bore LIII” is not the game or the ads but the post-game tit for tat between Big Beer brands Anheuser-Busch InBev (ABI) and MillerCoors (MC).   In Case The Game’s Dullness Induced You Into A Media-Blocking Stupor . . . Here’s what happened: ABI aired three Super Bowl […]
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The New Digital Model For Brand Experience

Dipanjan Chatterjee February 5, 2019
The Journey From Energy To Experience In the summer of 2017, I, along with my Forrester colleagues, wrote up the results of our year-long endeavor to build an analytically sophisticated, data-driven framework for emotion-led branding. In my report entitled “Emotions Fuel Your Brand Energy,” I outlined three components of a brand’s “energy” and its ability […]
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Gillette’s Biggest Mistake — And How To Fix It

Jim Nail January 18, 2019
This video gives a 2-minute summary of the biggest mistake Gillette has made with the “We Believe” campaign and what the brand can do now to fix it. If you want more comprehensive guidance on how to manage a crisis, read the report I wrote with my colleague, Emily Collins: “Brands Forget The Rules of Modern Marketing When Crisis […]
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Gillette’s Path Forward With “We Believe”: Own The Controversy

Jim Nail January 18, 2019
In Part 1 of this post, I criticized Gillette for its statement, “We weren’t trying to court controversy. We were just trying to upgrade the selling line that we’ve held for 30 years,” as lacking conviction in the values it claimed that the campaign represented. My first piece of advice was: If you aren’t authentic […]
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Gillette’s Close Shave: Its Latest Ad Is A Masterful Emotional Play Let Down By Its Execution

Anjali Lai January 17, 2019
Brands are jumping into the messy arena of polarizing issues with greater fervor — and Gillette just raised the stakes. After 30 years of sitting on the sidelines, Gillette is passing its razor like a baton, with an overture that overtly calls masculinity into question. Within 72 hours of launch, Gillette’s “We Believe” TV spot skyrocketed […]
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This I Tell You, Brother; You Can’t Have One Without The Other: Brand And CX Together At Long Last

Dipanjan Chatterjee October 24, 2018
“Love and marriage, love and marriage They go together like a horse and carriage This I tell you, brother You can’t have one without the other” – Frank Sinatra The New Yorker once wrote of Sinatra that “he sounds the way you would sound if you could speak the things you feel.” In my line […]
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Make Your Brand “Voice” Loud And Clear

Dipanjan Chatterjee July 23, 2018
Voice is marketing’s most significant paradigm shift this decade — one that has far-reaching implications for how brands engage customers and prospects. Read Forrester’s latest report on voice to learn why voice will flourish, what that means for your brand, and how to get ready to win in the world of voice. Get Ready For The […]
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Make Your Brand "Voice" Loud And Clear

Dipanjan Chatterjee July 23, 2018
Voice is marketing’s most significant paradigm shift this decade — one that has far-reaching implications for how brands engage customers and prospects. Read Forrester’s latest report on voice to learn why voice will flourish, what that means for your brand, and how to get ready to win in the world of voice. Get Ready For The […]
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All Brands Need A Full-Fledged Digital Commerce Strategy

Michelle Beeson May 17, 2018
The internet has enabled brands to sell more of their products to an ever-expanding universe of shoppers, but digital distribution has also added complexity to the relationship between brands and retailers and other channel partners. All brands need to set parameters around the digital sales of their goods, regardless of the type of brand or […]
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What The Cambridge Analytica/Facebook Drama Tells Us About Brand Safety Today

Brigitte Majewski May 3, 2018
We didn’t think the Cambridge Analytica story could get any darker, but clearly it has. Yesterday, The New York Times reported that Cambridge Analytica filed for bankruptcy, with clients fleeing the firm after improper data harvesting and suspect targeting practices for election manipulation were revealed. The article disclosed that Cambridge Analytica had been planning to […]
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TD Ameritrade’s “Accountable CMO” Makes Marketing A Business Engine

Joanna O'Connell May 3, 2018
I have a new work crush. It happened, of all places, at the ANA’s Advertising Financial Management Conference earlier this week in Hollywood, Florida. My new marketer inspiration? Denise Karkos, CMO of TD Ameritrade, who talked us through what it means — and why it’s so critical — to be an accountable CMO. Here’s a bit […]
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Facebook Fumbles Its Own Brand Crisis

Brigitte Majewski April 19, 2018
Mark Zuckerberg’s testimony before the U.S. Senate didn’t sway us from our previously posted perspective, at least in terms of what Facebook’s fiasco means for marketers.  If you are looking for more catastrophizing around the near-term death of social marketing, you’ve come to the wrong blog post. What did catch our attention: how poorly the […]
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Apple’s Brand Playbook Unlocked

Dipanjan Chatterjee April 9, 2018
Do you want to be like Apple? In 2010, Apple ranked as the 17th most valuable brand in the world. Just three years later, it had garnered the top spot and has remained there. Since 2010, Apple’s brand value has increased at a compound annual growth rate of 36%, while the entire “brandscape” has grown […]
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Amazon Flirts With Banks And Their Customers: Here’s What You Should Do

Peter Wannemacher April 3, 2018
Like a football team captain at a junior high dance, Amazon just sauntered up to a big group of people and started dropping hints about its sweet moves on the dance floor . . . Okay, that’s not exactly what’s happening here, but it sure felt like that to many bank executives who heard the […]
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Consumer Marketing 2018: Build Emotion-Powered Brands With Dipanjan Chatterjee

Dipanjan Chatterjee March 19, 2018
WHAT DO EMOTIONS HAVE TO DO WITH BRANDING STRATEGY?   I sat as a silent observer at an internal marketing workshop of a multi-billion-dollar consumer brand. They spoke for three hours about being customer-obsessed. They never spoke about the customer. That’s the old way of marketing. As a profession, we’ve talked the talk about customer […]
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The Data Digest: Your Brand Is A Social Icon

Anjali Lai February 9, 2018
I’ve just returned from a trip through India where I had the opportunity to experience the Taj Mahal Palace Hotel in Mumbai. One of the most gripping aspects, even beyond the impressive design and meticulous customer service, is the property’s history: The story of how one man’s personal endeavor yielded a global brand that’s iconic […]
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Dead Brands And Living Brands

Ryan Skinner January 30, 2018
MIT Media Labs may have helped put a fork in the monolithic approach to branding in 2011. Today great brands are less recognizable by a particular color palette than by a tonal, or spiritual, or conceptual ‘je ne sais quoi’ that breathes through everything it does. You know it’s Patagonia without seeing the logo. Or […]
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The Power Of Our Brand Energy Framework, Now In Your Hands

Dipanjan Chatterjee December 4, 2017
A FOND FAREWELL TO BRAND MANAGEMENT (AS WE KNEW IT) It is apparent to marketers who’ve chosen to look with a critical eye that the old-school, text book, command-and-control branding is headed the way of the dodo bird. The idea of managers controlling brand is not just quaintly archaic, it is thoroughly ineffective. In the Age […]
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Three Emotional Territories That Winning Brands Get Right

Dipanjan Chatterjee November 6, 2017
Sell, Sell, Sell? Up-selling and cross-selling are extremely popular activities to boost profit margins. In my many years of consulting with financial services organizations, I have seen various shades of getting customers to buy up and buy into an assortment of product lines because a multi-product customer is vastly more profitable than one who subscribes […]
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