Remember New Coke? Most people remember it as a cautionary tale that goes something like this. In 1985, Coke changed the taste of its classic namesake brand with a new formula — informally dubbed New Coke — that was instantly rejected by consumers. Thoroughly chastened, Coke did an about-face, took it off the shelves and brought back the original. Even so, Coke was hurt. Moral of the story? Pay attention to consumers. And don’t mess...
For marketing to have a strong influence on the business, it needs to develop close relationships with other business units and external suppliers. This ensures that everyone is focused on delivering a user experience that meets or exceeds expectations.
Something amazing is happening when it comes to food, nutrition and brands. After all the decades of low fat, no fat, fat free, fewer calories, Olean cookies and chips, keto-paleo-Atkins-South Beach diets, macrobiotics, vegetarianism, veganism, fruitarians and other dietary regimens, the CEO of Danone just informed us that “The food industry is at a tipping point: health, and the role food plays in health, will become more critical than ever.” All of a sudden, the...
The extreme events of the past few years have kindled a desire for balance. The 2024 U.S. MONITOR reports a “selfward” turn among consumers, with more interest in self-care and less about the world at-large.
Whether culture shapes brands or brands shape culture is a chicken or egg question. Both are inextricably linked, and a review of the academic literature doesn’t help tease out which comes first. Rather, the research focuses on how culture influences consumer’s perceptions of brands, not the role that brands play in influencing culture.
