by admin | Sep 19, 2014 | Brand strategy
General Mills Inc. on Thursday named Fallon executive Michael Fanuele as its first chief creative officer. Fanuele, Fallon’s chief strategy officer, will report to Chief Marketing Officer Mark Addicks as part of a strategy to centralize brand management at the Golden Valley-based food giant. Read more about it...
by admin | Sep 18, 2014 | Brand strategy
Nationwide Mutual Insurance Co. has realigned its internal structure and named new division leaders, one week after announcing it is bringing all of its product lines under the single brand, Nationwide. Last week Nationwide Mutual Insurance Co. said it will use the Nationwide brand for all of its products and subsidiaries and drop the use of the names Scottsdale, Harleysville, Allied and those of other units. Read more about the one-brand strategy for Nationwide...
by admin | Sep 18, 2014 | Brand strategy
Digital asset management can have far-reaching benefits for brand strategy by helping to connect creative processes to business processes. Theresa Regli, managing partner and principal analyst at the Real Story Group, compared a successful digital asset management (DAM) process to a well-run kitchen, using famed chef Dan Barber’s restaurant, Blue Hill at Stone Barns, as an example of operational excellency. Her session last week at DAM Chicago 2014, “In the DAM Kitchen: What’s Cooking in 2014?” explored the potential of digital asset management technology in the enterprise, at a time when process and information siloes can be more and more detrimental to companies’ marketing and branding efforts. Read more about how DAM tools can improve brand strategy...
by admin | Sep 17, 2014 | Brand strategy
Building and maintaining a strong brand require constant monitoring and nurturing. And, on occasion, a brand strategy needs to be refined or rejuvenated—or even reset to conform to an entirely new direction by the business. This article details the signs that indicate it may be time to re-brand your business. Usually, that time comes during one of the following three circumstances: When it’s clear: Your company is about to undergo a Big Change. When it’s fuzzy: The brand hasn’t been evaluated in some time. When in a growth spurt: You’re trying to just get through today and don’t have a chance to think about tomorrow. Read more about re-evaluating your B2B brand strategy...
by admin | Aug 18, 2014 | Brand strategy
Two decades ago, the last time Procter & Gamble Co.undertook a massive brand culling like that announced Aug. 1, it tried to consign White Cloud toilet paper to the dustbin of marketing history. Instead, White Cloud became a billion-dollar brand — for Walmart. Proving one company’s trash is another’s treasure, Boca Raton, Fla.-based entrepreneur Tony Gelbart claimed the White Cloud brand for himself, then won a challenge from a remorseful P&G before the U.S. Patent and Trademark Office to keep it. He sold Walmart on using the brand as a private label. And today it has White Cloud products not only in toilet paper but also paper towels, facial tissue, diapers, training pants, baby wipes, chlorine bleach, cotton balls, cotton swabs and laundry detergent. Read more about it...
by admin | Aug 12, 2014 | Brand strategy
I always say that I got my first MBA while working at P&G during the liquefying hey-day of launching Liquid Tide and Liquid Cascade. (My second was at Kellogg). During that time, P&G taught me that brand management can be defined through P&L responsibility and accountability for growth, not just the stereotypical focus on communications and strategy execution. P&G has always blazed the trail in the management of brands; look no further than Unilever, Kraft and others to see the power P&G has had on reshaping categories for decades. Read more about it...
