Challenging Assumptions Around Brand Gender Preference
Why Co-locating IHOP and Applebee’s Will Work
Co-locating restaurant brands is easy to talk about and hard to pull off. Most examples create more confusion than clarity. But every so often, two brands become stronger by partnering with each other. This is exactly what’s happening with IHOP and Applebee’s. Dine Brands, the parent company of both IHOP and Applebee’s, is expanding its […]
Why Price Reductions Haven’t Stopped The Bleeding at Tesla
Over the past few years, Tesla has implemented several major price reductions in a bid to increase market share by making electric vehicles more accessible to a broader market. But the results have been underwhelming. Despite lower prices, Tesla’s share of the U.S. electric vehicle (EV) market continues to shrink. The combination of reduced prices […]
Crisis, Recovery, and Resilience: How the McDonald’s Brand Weathered an E. Coli Outbreak
When the CDC issued a food safety alert on October 22, 2024, linking a multi-state E. coli outbreak to contaminated slivered onions in McDonald’s Quarter Pounders, the fast-food giant faced a difficult challenge to its reputation. Consumers reacted swiftly, and the hit to McDonald’s perceived product quality and overall experience led to a two-percentile drop […]
Walmart’s High-Income Shopper Surge: How the Retail Giant is Winning Wealthier Shoppers
For decades, Walmart has been synonymous with low prices and budget-conscious shopping—a go-to destination for families looking to stretch their dollars. But a seismic shift is underway. A growing number of high-income shoppers are filling Walmart’s aisles, signaling a transformation in how the retail giant is perceived. During Walmart’s Q3 2024 earnings call, CEO Doug […]
Brand Management Maturity Model
What role does brand really play in your organization? Is it at the center of all strategic and tactical decisions – from product development to campaign planning and even company culture? Or, do you find that it’s siloed within the four walls of your marketing and customer insights teams? While some organizations associate “brand” with a logo […]
How to use brand positioning to carve out a competitive edge
What makes your brand unique? Why do you believe it stands out against the tens, hundreds, even thousands of options out there? You may have all the right answers to this question, but if you don’t have a compelling brand positioning that helps connect those dots for consumers, well, your efforts (and investments) may fall […]
Why NPS can’t be your North Star brand metric
Net Promoter Score, also known as NPS: We all know it, we all use it and we all (mostly) love it. I understand why: it’s a reliable and consistent way to gauge current customers’ satisfaction. Most of all, it provides a great benchmark to help your team identify and prioritize improvements to products and services. […]
How to create a reliable brand that consumers depend on to increase demand and revenue
Reliable brands engender trust, and trust increases marketing receptiveness and loyalty. That loyalty will boost customer advocacy, brand reputation, and in turn, your profits. So by focusing on being reliable, you are really focusing on increasing demand and revenue. Consumers are creatures of habit and live in their comfort zone. This is part 3 in […]
Brand purpose: What it is and why brands need it
Brand Purpose: What it is and why all brands need it Your brand’s purpose is more than a mission statement. It should not be fueled by jargon and oozing with marketing speak. Brand purpose fully reflects how your brand – and all of its people – show up in the world. Now more than ever, […]
