Amid all the issues surrounding air travel over the holidays, one thing that makes flying worth considering is safety. We do not need to place safety on our list of holiday air travel woes, a list that is already extensive.
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Joan Kiddon, Author at Branding Strategy Insider - Page 6 of 20
One of the things that makes marketing advice sound so specious, at times, is when the marketing advice dished up is considered newly insightful, but is, in reality, just a description of the eternal obvious, the “greens fees,” the “table stakes.” When The Wall Street Journal ran an article titled, “Restaurant Executives Tell Us How They Get Customers When Times Are Hard,” you might have been expecting some real insights. You might have expected some...
Probably no surprise to those who chronicle our fractured behaviors, we have become unwilling to compromise. As uncompromising consumers, we want benefits that contradict and complement at the same time. We want brands to consistently deliver a paradox promise.
The news from YUM! is that Pizza Hut may be sliced. The other two big brands in the YUM! portfolio – KFC and Taco Bell – are managing. Sadly, Pizza Hut is not hot.
Not to beat this Cracker Barrel fiasco into the ground anymore, but there is a problem when brand marketers use age as a definer of relevant values. When Cracker Barrel and its crack consultants decided that modernizing the Cracker Barrel brand meant jettisoning the totems of Cracker Barrel’s provenance, those involved made a mistake. It is possible to be old and new at the same time.