brand-as-business bit:  Have you seen the latest TV commercial for Amazon?  It’s terrific!  Why? It talks about what Amazon has already done.  Unlike many technology ads that make promises about great things companies are working to make possible, this ad is basically a review of all the great things Amazon has already done. It conveys […]

brand-as-business bit:  Hindsight is 20/20. Nowhere is this more apparent than in the history books of failed brands.  Julian Day, RadioShack’s former Chairman-CEO, probably has a few regrets.  Although Day has been out of RadioShack’s hot seat for a year, his leadership marked the beginning of the brand’s demise. With Best Buy fighting for its […]

brand-as-business bit:   Here’s a quick add to my previous critique of this year’s Super Bowl commercials. Making a Super Bowl ad involves a level of innovation, strategy, and skill that rivals what goes into making the advertised product itself.  So it’s helpful to see what can be learned from those in a similar business of […]

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Change happens.  That’s not just a bumper sticker slogan; it’s the state of business today.  Mastering change requires new ways of thinking, talking about, and doing business. I believe the leading companies in 2011 and beyond will distinguish themselves by embracing these five ideas: […]

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All the hubbub surrounding Chevrolet’s new tagline, “Runs Deep,” is a bit puzzling to me. In my mind, a tagline is like any other creative expression.  And evaluation of any creativity is highly subjective. […]

Last week Ad Age announced that Anheuser-Busch InBev is holding an online contest in China in which consumers can pitch ideas for a Budweiser TV spot which will run during next year’s Chinese New Year.  The only brief to the aspiring ad-makers:  the commercial must include ants (a recurring theme for the brand’s Chinese New […]