One of my favorite commercials from this year’s Super Bowl was Budweiser’s “Brewed the Hard Way.” This was not Budweiser’s feel-good ad with the lost puppy and protective Clydesdales. This was Budweiser’s unapologetically proud “macro beer” ad, complete with a thunderous soundtrack, craft beer stereotypes, and all-caps declarations like, “Brewed for drinking not dissecting.” I […]
Category: Brand Strategy
Coca-Cola has a new portfolio branding strategy. Will it work?
Citing the goal to have more than 50% of sales eventually coming from their lower and no calorie versions, Coca-Cola Great Britain recently announced that they are rebranding their portfolio to better unify the Coca-Cola, Coca-Cola Life, Coca-Cola Zero, and Diet Coke brands. In an effort to help consumers choose the right Coke for them, […]
A Marketer’s view of Simon Sinek’s Golden Circle
Simon Sinek, the Rand Corporation consultant and leadership guru, gave his original Golden Circle Ted Talk in 2009, and it continues to be one of the most viewed over the past 5+ years. I like it and yet am somewhat skeptical about whether The Golden Circle tells us anything new. Sinek’s Golden Circle is simply […]
Corporate & Portfolio Brands: Would you stay at a Kimpton Intercontinental?
As a Senior Consultant at Denneen and Company, and a frequent traveler, I can’t say I was enthusiastic about Intercontinental Hotels Group’s (IHG) recent announcement that they were acquiring Kimpton Hotels and Restaurants. Established in 1981, Kimpton has built an independent chain of stylish and quirky hotels that, in my opinion, offer a unique experience […]
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 […]
