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Sheer Madness - LululemonSheer madness Lululemon

So just how sheer is sheer? Apparently, it’s enough to have a product recall, the classic manufacture’s nightmare. Result: embarrassment, tarnished brand and cash spent replacing inventory. Really? Think the brand will suffer? I think not. Not even close.

I maintain that, while expensive for the company to recall product, this will not negatively affect the brand. Why? Consider the following points:

  1. There’s no one else that competes with them in this space. That always helps.
  1. It’s a relatively young brand experiencing massive growth while trying to rein in quality control. They misfired but will be forgiven by their loyal following.

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The Boston Globe: Now What?

the boston globe

Just last week, the parent company of the Boston Globe, which happens to be the New York Times, announced that they’re selling the Globe.  The NYT has been struggling themselves but found a backer/financier who has provided them with capital while they pull together their strategy of managing their traditional media form (the daily newspaper) while crafting a digital strategy that works (code for earning a profit). Holding of the Boston Globe became a drag in terms of time, money and resources.

So now, this Boston based dinosaur is on the market hopefully to be bought by someone savvy enough to know that the Globe does have a brand equity in the local market, albeit one that doesn’t stand for

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by Bradley Baker
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Truth in Advertising Subway Done In By Social Media

Subway done in by social media- truth in advertising 

When you're not exacting in the way you're marketing your brand, social media will call you on the carpet fast.  This just happened on Tuesday (1/15) and two days later (1/17) I am writing about this due to the negative PR being generated.


What you see in the adjacent picture is a photo of a Foot Long Subway sandwich in Perth, Australia and measured by the customer who purchased it.  As you can see, it fell short of what they advertised and in a nanosecond, the customer posted it on the company's website asking for a response.  In rapid fire response, Subway took the photo and post off their site but before they could, a cadre of consumers copied and re-posted the photo causing an avalanche of bad press that is just reaching its crescendo today.

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by Bradley Baker
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Best and Worst of 2012best and worse of the year 2012


Like most people, this is the time of year when the best and worst of practically everything gets written about. From books to music to movies to design to celebrities, you name it. So, of course, I must opine on what I consider to be the best and worst of marketing of the past year. Some of these are a little offbeat, but I hope you find this interesting. Let’s get started.


THE 5 BEST (off the top of my head)

1.    ALL THINGS APPLE

What can you say about a company that epitomizes the modern marketing model. Look at the impressive list of notable new products launched this year: iPhone 5 (they are still on backorder), the mini iPad, the new iPod nano, the new MacBook Pro with the retina display, the iMac and the Mountain Lion. Forget the tribulations with the stock price, they’re still the cool kid on the block to be reckoned with. But now that Steve Jobs has passed, can Apple and Tim Cook still set the example of how to be disruptive and blaze new vistas? Let’s see, as we’ll be watching.


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brandCMO is a website created by Bradley W. Baker for the sole purpose of demonstrating marketing excellence.  If you wish to converse with Mr. Baker, please contact him through the information listed in Contact Us.

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