A Twinkies Turnaround

It's a marketers dream to have the chance to remake a classic.  I've often romantically pondered resuscitating fallen brand powerhouses, re-igniting dormant consumer equity to create new found financial gains.  There's just something about looking at a fallen great brand and thinking that you could do better.  I'm guessing I'm not the only marketer to do that!  The lure of the challenge…Continue

Tags: turnaround, twinkies, brandstrategy, strategy, marketing

Started by Michael B. Moore Jan 13.

The Nivea Ad or 'The Rise and Fall of Cultural Differences in Advertising'

In advertising, companies are obviously wholly responsible for everything that emanates from them  - their products, their customer support experience, to some degree their retail context, and of course their advertising.  Since every consumer touch point is both precious and contributes to the over-all brand experience, marketers must be sure that each interaction is as strategic as possible.  Not only should every advertising dollar be positioned to create the greatest economic benefit,…Continue

Tags: american, african, nivea, advertising, culture

Started by Michael B. Moore Aug 19, 2011.

The True Passion of Basketball 1 Reply

 I've played a lot of basketball.  It's a sport I grew up with and "play" to this day.  I'm also a fan of all levels of the sport: from watching my 5 year old, to the NBA.  One of the things that I've always lamented about the highest level of basketball is that it is VERY rare to find it in what I consider to be its most nascent and core form - outside and on the street. I don't know about you, but I didn't grow up playing hoops in a huge stadium or even a gym.  I grew up playing it outside -…Continue

Started by Michael B. Moore. Last reply by Larry Taman Aug 3, 2011.

Women: Consumers vs. Creative Directors 6 Replies

I just saw a statistic that bears some conversation. 85% of brand purchases are made by women, yet only 3% of advertising agency creative directors are women. Is there any logic or business purpose behind this statistic? Has it been established that men know more about women than women do? Maybe its just that women are incapable of creating strategic advertising messages to each other?If general market companies go to multi-cultural agencies because they believe those firms can best deliver…Continue

Tags: creative-directors, agencies, advertising, women

Started by Alexandra Hobson. Last reply by Michael B. Moore Jun 6, 2010.