If we’ve learned anything from the wrenching changes in society in recent years, it’s this: Business as usual is a losing proposition. The implications go well beyond culture—they hold profound meaning for commerce, as well.
Awareness of the problems and challenges brands can encounter is an important step in maintaining a strong, healthy brand. So we set out to identify, analyze and solve the 50 Most Common Brand Problems faced by marketers today. Which ones are threatening your brand?
Disruptive events always feel momentous and world-changing in the heat of the moment. It feels like everything is of consequence and nothing will ever be the same. But of course, it never works out like that. A few things change, some for the better and some for the worse, but most things stay the same. We look back later and much of what we thought would change has been forgotten like a New Year’s resolution....
New Coke’s day in the sun lasted 79 days. It was introduced on April 23, 1985 as a much-heralded replacement for old Coke. But the outcry over taking the original formula off the market was so intense that the Coca-Cola Company reversed course and brought back old Coke 79 days later.
Imagine that you work for the Chief Executive Officer (CEO) of Coca-Cola. He asks you for an opinion on a recommendation by the company’s Chief Marketing Officer (CMO) to raise their advertising budget from $3.2 billion to $3.5 billion. Should Coke spend an additional $300 million on advertising? The Chief Financial Officer (CFO) is opposed, saying the money would be better spent elsewhere.
