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 […]
target audience
04.13.12
Hip Help
brand-as-business bit: While perusing the aisles at Target awhile back, I stumbled across these really great packages of healthcare products and fell in love: I was so pleased to read the story behind such an ingenious brand in Businessweek. (Be sure to check out the sidebar on the playbook of gimmicks used in most […]
03.29.11
getting to a bold goal
Bryan Pate, Co-Founder and Co-President, of ElliptiGO has set some aggressive growth goals for his $2MM company which manufactures and sells a fitness apparatus that provides a low-impact outdoor running experience – it’s essentially an outdoor elliptical machine. He laid out his plans at a recent MIT Enterprise Forum, a unique educational seminar-type business gathering […]
09.23.10
the business of managing tensions
The fundamental tensions which companies must manage well was the primary topic of a panel I spoke on last week. We discussed H2OAudio, a company which makes waterproof cases, waterproof headphones/headsets, and waterproof armbands for iPods and MP3 players. […]
The MIT Enterprise Forum is a great program for gleaning business insights from real, live case studies. Every month a CEO of a local, up and coming, high tech company presents an executive overview of his/her business and introduces two current challenges they’re facing. Then an expert panel of advisors gives their advice and feedback […]
To marketers in despair, a rebrand may be like a knight in shining armor. How better to re-awaken the passion for a brand than to create a new name and image?! Despite the promise of a fairy tale ending, more rebrands fail than succeed. Executing a rebrand is fraught with challenges and requires some rather […]