Recently, the messaging app LINE caught my eye – primarily based on the fact that it was featured as the number 14 company in Fast Company’s “World’s 50 Most Innovative Companies” issue. On the surface, it seems to offer the same messaging benefit as many other apps, but with a differentiating functionality in the form […]
Liz Magruder
How did she do it? Taylor Swift and brand growth
It appears there’s a bit of a (pardon the pun) Tidal wave bearing down on the music industry these days and everyone is scrambling for the lifeline that is Taylor Swift. From the star-studded launch of Jay Z’s $56 million dollar music-streaming acquisition Tidal, to the legislative debate over radio royalties, to the rumors swirling […]
Sibling Rivalries Healthy for Brands
In my experience, one of the hardest challenges for marketers working within or overseeing a portfolio of brands in the same category is being truly comfortable making choices around differentiation. Typically, the internal team can quickly tell you that brand #1 is for “Healthy Heather,” who knows vitamins are critical, and that brand #2 is […]
Keeping Millennials in Mind
Lately, it seems everything I read about brands is at least in part related to how they are rethinking their approach in order to better appeal to Millennials. Brand positioning, marketing plans, media buys, product design – there is almost no part of the business that is not up for a refresh. Making sure your […]
Sibling Rivalry Applied to Portfolio Management
In my experience, one of the hardest challenges for marketers working within or overseeing a portfolio of brands in the same category is being truly comfortable making choices around differentiation. Typically, the internal team can quickly tell you that brand #1 is for “Healthy Heather,” who knows vitamins are critical, and that brand #2 is […]
Wooing Millennials
Lately, it seems everything I read about brands is at least in part related to how they are rethinking their approach in order to better appeal to Millennials. Brand positioning, marketing plans, media buys, product design – there is almost no part of the business that is not up for a refresh. Making sure your […]
Taylor Swift’s lessons for brand growth
It appears there’s a bit of a (pardon the pun) Tidal wave bearing down on the music industry these days and everyone is scrambling for the lifeline that is Taylor Swift. From the star-studded launch of Jay Z’s $56 million dollar music-streaming acquisition Tidal, to the legislative debate over radio royalties, to the rumors swirling […]
Selling your (brand) soul
Recently, the messaging app LINE caught my eye – primarily based on the fact that it was featured as the number 14 company in Fast Company’s “World’s 50 Most Innovative Companies” issue. On the surface, it seems to offer the same messaging benefit as many other apps, but with a differentiating functionality in the form […]
Ford F-150 & CES: Strategy or Execution Gone Awry?
If you weren’t lucky enough to travel to January’s International Consumer Electronics Show (CES) in Las Vegas, the various internet-based slideshow wrap-ups can be a helpful starting point to catch a glimpse of the future. Perusing these and the associated commentary, it was clear that the 2015 show was, as CNET reported, “a stunning CES […]
