Whether you're the market leader or a local startup, The Brand Show offers ideas and insights to help you grow your retail brand. Through expert articles and thought-leader interviews, we look at the brands, trends and shopper marketing strategies that shape our retail world.
Many brands thrive in their market for years, only to become dormant and unheard of. From changes in technology to the inability to adapt, there are several reasons why some brands don’t survive. Most of the time these brands stay buried, but sometimes marketers dig up these brands and put them back in the market, giving us “zombie brands.” Some zombie brands are similar to their first shelf life, while others are not even recognizable. Warning: This show may cause nostalgia!
In an interesting Brand Rant, NY attorney general is suing Dell for fraud, false advertising and deceptive business practice. This is a case that has left many New Yorkers with ruined credit. With earnings up 89 cents from a year ago, J.C. Penney is featured in the… read more >
Taking a brand global requires much attention to detail. Marketers must research each particular market and take into consideration cultural sensitivities, currency conversions and language translations before introducing their brand. Some brands, like McDonalds, are successfully communicating abroad while others seem to be speaking the wrong language. From Pakistan and Sweden to the U.S. and Mexico, this show covers the dos and don’ts of going global.
The manufacturer of the highly profitable drug Oxycontin, Purdue Pharma, was fined $635 million for falsely marketing the highly addictive drug. Details on the court case can be heard during this week’s Brand Rant. The latest toy in the Brand Spotlight among kids 8-12 years of age is the Webkinz.… read more >
Every year 70% of products introduced in the consumer packaged goods industry fail. What does it take to make it in today’s competitive world: creating buzz for your brand. With so many brands out there, generating publicity and people to talk about your brand is a challenge. Standing out requires creativity and taking risks. This show offers tips for creating buzz and looks at some companies that have reaped the benefits of thinking outside the box.
Brand Rant speculates whether Yahoo! and Microsoft can come together to double team Google in the online ad rivalry. In Brand Spotlight, Delta Air Lines is hoping to craft a new brand by launching a new marketing campaign promising to change the consumer’s travel experience. Stephen Monaco,… read more >
Using the founder of a company to identify the brand is a great way to connect with consumers. But when the founder dies, does the brand die with it? This show highlights brands like Wendy’s and KFC, as well as charities, to see how crucial founders are to their brands.
Disputes are heating up between Netflix and Blockbuster in our Brand Rant. Both companies are in the process of suing one another over Total Access, Blockbuster’s online purchase program. Back in the Brand Spotlight after suffering from declining sales is Gap. Will a feature on the cover of Vogue magazine initiate a comeback? Also listen to Kristi Ernsting of Hallmark Cards as she discusses how founders play a role in branding.read more >
The invention of Tivo and similar tools are forcing brands to get creative to reach their target audience. Product placement has begun in this new advertising era, with companies now going as far as creating their own reality shows and building their own theme parks. Some brands are going out of this world, by using the Internet to advertise their brand on the virtual world, Second Life.
H&R Block has done just that by creating a virtual office in Second Life. Paula Drum, vice president of digital marketing, discusses what this online presence has done for their brand. Many consumers were ranting when their Blackberries blacked out for 12 hours. This week in Brand Rant we explain the cause and effect of this brand blunder. Midwest Airlines… read more >
Today’s business world is about more than making money. It’s about giving back to the community and doing your part to make the world a better place for all. Many companies are feeling the pressure to “go green.” It’s a decision that not only boosts brand image, but leads to smart, new business strategies. In Brands Going Green, we look at which companies have found their shade of green and which cannot seem to back up their commitments.
GE has received much publicity for their Ecomagination program. John Righini, director at GE, discusses how this program has affected their brand. Brand Rant looks at Listerine’s voluntary recall for the new Agent Cool Blue mouthwash for children. In the Brand Spotlight this week, Coca-Cola Zero… read more >