Brand Management - Branding Strategy Insider

Lessons From Bud Light’s Brand Management Mistakes

May 25, 20233 min

Much has been written about the recent Bud Light influencer campaign, and more will be written over time. My colleagues at MASB make a compelling argument that the “boycott” in response to the campaign is unlike other boycotts and is likely to persist well into the future. They argue that brand preferences have changed in response to the campaign. Regardless of the specific product and advertising messages involved, there are several general lessons about the...

by Larry Light

Brand Management

Tupperware’s Brand Mismanagement Example

May 2, 20237 min

We may soon have a world without Tupperware. Recently, there have been numerous doom-laden reports on the sad situation for this iconic American brand-business. In fact, a brief Nexis search of Tupperware-demise articles for the past week alone turned up 13 pages of commentary.

by David Stewart

Brand Management

Brand Building Is Not A B2C Or B2B Activity

April 17, 20233 min

When asked about the business they are in marketers will frequently reply in terms of the immediate customer that the serve. Thus, marketers will identify their business as business-to-business (B2B) or business to consumer (B2C). Recruiters also often differentiate positions in terms of the need for a B2B or B2C focus. While such differentiation is a useful shorthand, it fails to capture a larger truth about marketing and markets, a truth that has implications for...

by Walker Smith

Brand Management

Three Ways A.I. Is Changing Consumer Engagement

April 10, 20235 min

Generative A.I. is all the talk in marketing these days. Yet, we are framing our conversation about it in the wrong way. The critical shift is not about our internal processes. The way we work will certainly change. But what will change the most is not the way we work but the ways in which consumers will engage with us.

by Larry Light

Brand Management

When The General Manager Is The Brand Manager

April 6, 20236 min

Darden Restaurants Inc. owns some favorite dining brands including Olive Garden, Capital Grille, LongHorn Steak House and others. Restaurants, in particular, rely on their people to deliver a brand’s experience in a quality manner, time and time again. Especially important are General Managers. When it comes to the service business, the General Manager is the Brand Manager. Hiring, investing in, developing and inspiring the best managers is one of the most critical factors in generating...

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