Cultivating more consumers who buy more, more often, & tell their friends!
The carbonated soft drink (CSD) business is reeling. Volume at both Coke and Pepsi has dropped for years and there’s no light at the end of the tunnel. Most point to two causal factors. One, “sodas” have become a prime PR target of the health movement against high calorie, unhealthy food and drinks. Second, soft drinks have lost significant…Continue
Added by Michael B. Moore on January 6, 2015 at 3:30pm — No Comments
The Coca-Cola company seems to be at an existential crossroads. As with a number of iconic 19th century companies, its legacy business model is in growing conflict with contemporary consumer realities. Like Kodak, that was forced to close its consumer photography business because it couldn’t muster the strategic…Continue
Added by Michael B. Moore on March 5, 2014 at 10:30am — No Comments
Positioning is the DNA of a brand. It defines its personality, look, feel, and message. Everything that touches consumers should flow from this strategic blueprint. Companies select which consumers to market to based upon business factors, and then the brand positioning is constructed to determine what to say and how to engage with them to maximize brand preference and purchase.…Continue
Added by Michael B. Moore on November 22, 2013 at 9:30pm — No Comments
My mother always told me to be myself. That same advice holds true for brands! Pepsi has always positioned itself as the more contemporary cola; the younger, hipper, cooler alternative to…Continue