Unbound Edition. Meaningful conversations about brand, from Davis Brand Capital.



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Strategic

529 results

How to Avoid a Nonprofit Branding Nightmare

by Michael Phelan on November 7, 2016 in strategic

Nonprofits are working on serious missions. Which is why it’s puzzling to see some philanthropies with amateurish logos…

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How Brands and Sports Leagues Are Scoring Points With Esports Fans

by Michael Phelan on November 7, 2016 in strategic

Professional competitive video gaming continues to rapidly gain popularity in the U.S., with 14% of the 13+ population…

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The Brands That Make Customers Feel Respected

by Michael Phelan on November 2, 2016 in strategic

The truth about your business — what works, what doesn’t, and what needs to change — is usually not found…

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Hillary Clinton’s Brilliant Branding Strategy

by Michael Phelan on November 2, 2016 in strategic

Branding is both impossibly important and ridiculously difficult. A good brand can help ensure success in the market.…

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How Marketers Are Using AI to Improve the Brand Experience

by Michael Phelan on November 2, 2016 in strategic

Artificial intelligence can thank Hollywood for its bad rep. Movies like “Ex Machina” and the “Terminator” series conjure…

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The Ultimate (Self-Driving) Machine

by Michael Phelan on October 31, 2016 in strategic

BMW is the “Ultimate Driving Machine” and at Mazda, “Driving Matters.” But what happens if the machines themselves…

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Make Your Strategy More Agile

by Michael Phelan on October 31, 2016 in strategic

Can you run fast and go deep at the same time? Originating from agile software development, the sprint…

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Pepsi CMO: Marketing Today Involves ‘A Veritable Jungle’ of Tech

by Michael Phelan on October 31, 2016 in strategic

As consumer tastes evolve, they expect more — or different — things from their preferred brands. Few people…

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How Tommy Hilfiger Is Reimagining His Brand

by Michael Phelan on October 28, 2016 in strategic

At New York Fashion Week this September, Tommy Hilfiger transformed the South Street Seaport into a public carnival,…

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Product Innovation and Jobs Theory

by Michael Phelan on October 28, 2016 in strategic

Brands today are no stranger to competition. They’re also increasingly challenged to reach consumers immersed in a world…

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In Global Rebrand, National Geographic Drops ‘Channel’ From Its Network Name

by Michael Phelan on October 26, 2016 in strategic

National Geographic Channel’s recent reinvention, and National Geographic’s expanded partnership with 21st Century Fox last fall, is ushering…

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Why Samsung’s Note 7 Crisis Won’t Hurt Its Brand Long Term

by Michael Phelan on October 26, 2016 in strategic

Things look rather bleak for Samsung at the moment. Within weeks of launching its flagship smartphone, the Galaxy…

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In-Car Advertising: GM, IBM Pair Watson and OnStar to Deliver Brand Messages

by Michael Phelan on October 26, 2016 in strategic

Watson’s next marketing move? He wants to ride shotgun. General Motors and IBM today announced a partnership that…

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Mastercard’s Raja Rajamannar on Modernizing Its Brand

by Michael Phelan on October 24, 2016 in strategic

Three years ago, Mastercard set out to transform its brand into a technology company connecting with consumers through…

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Do Campaign Ads Matter? Donald Trump Offers a Rare Chance to Find Out

by Michael Phelan on October 21, 2016 in strategic

Donald J. Trump hasn’t done much TV advertising. He prefers a different style of campaigning, with rallies and…

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Style That’s Sustainable: A New Fast-Fashion Formula

by Michael Phelan on October 21, 2016 in strategic

The early 21st century has been good to the apparel industry. Thanks to falling costs, streamlined operations, and…

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EBay Makes Bid for Younger Shoppers With Revamped Image

by Michael Phelan on October 19, 2016 in strategic

EBay Inc. wants people to think of it as a first stop for all online shopping, not as…

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Finding the Sweet Spot Between Mass Market and Premium

by Michael Phelan on October 19, 2016 in strategic

Persuading consumers to pay more for a product by introducing some kind of “premium” element into it has…

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What The WikiLeaks Emails Reveal About Branding Hillary

by Michael Phelan on October 17, 2016 in strategic

Pundits all across America are poring over the Podesta emails, emails released by WikiLeaks that show the behind-the-scenes…

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Germany Calls on Tesla to Drop ‘Autopilot’ Branding

by Michael Phelan on October 17, 2016 in strategic

Tesla Motors has been asked by the German transport minister to not use the word “autopilot” in its…

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The Disney Princess Gets a Rebrand

by Michael Phelan on October 14, 2016 in strategic

At a time when the United States is getting ready to elect its first female president, the notion…

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Why Brands Need to Rethink Their Assumptions About Customer Loyalty

by Michael Phelan on October 14, 2016 in strategic

It seems like such a beautiful relationship. You’ve got a regular thing going with what you believe is…

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This Once-Per-Century Rebranding Is a Case Study In Marketing Done Right

by Michael Phelan on October 14, 2016 in strategic

I tell my NYU integrated marketing class this all the time: every product and every brand can have…

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How We Did It: Implementing a Private-Equity Strategic Vision

by Michael Phelan on October 12, 2016 in strategic

Established organizations are mostly structured to do yesterday’s work. To meet the changing needs of today’s and tomorrow’s…

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How Countries Are Missing Great Marketing Opportunities

by Michael Phelan on October 10, 2016 in strategic

If mention of Japan conjures up visions of tea ceremonies and bonsai plants, or if Germany triggers thoughts…

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Stop Trying to Sound Smart When You’re Writing

by Michael Phelan on October 7, 2016 in strategic

When I read a piece of business writing, whether it’s a proposal, a report, or a simple email,…

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How Adidas Got Its Game Back

by Michael Phelan on October 3, 2016 in strategic

When Angelique Kerber won the U.S. Open in September to bring the women’s tennis title to Germany, she…

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Outbrain’s Yaron Galai and Eric Hadley on Brands and Content Discovery

by Michael Phelan on September 30, 2016 in strategic

It’s Advertising Week in New York, when marketers get bombarded with pitches from media platforms and companies looking…

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Connect Your Firm’s Strategy to Its Identity

by Michael Phelan on September 28, 2016 in strategic

Leaders know they need to outperform their competitors to succeed — not by hitting the target with just one…

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LinkedIn Wants to be Fun

by Michael Phelan on September 26, 2016 in strategic

LinkedIn is one of the more popular sites on the Web — the go-to place for job searches…

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Branded Content Leads to 59% Better Recall Than Other Digital Ads

by Michael Phelan on September 23, 2016 in strategic

Branded content bests other online advertising in multiple ways, per a new joint study from IPG MediaLab, Forbes…

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Mobile Marketers Can Get Their Generational Clicks With Varied Engagement Tactics

by Michael Phelan on September 23, 2016 in strategic

When it comes to mobile ads on your smartphone, marketers have an array of options that they can…

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Uncommon Sense: the Modern Innovation Dilemma – First Mover or Best Mover?

by Michael Phelan on September 21, 2016 in strategic

Brands armed with new products have always rushed to be first to market, as first movers often establish…

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Every Day’s a Safety Drill as Chipotle Woos Customers Back

by Michael Phelan on September 21, 2016 in strategic

A large digital kitchen timer perches near a sink at a Chipotle Mexican Grill in the Meatpacking District…

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Is the Swiss Watch Industry a Victim Of Their Own Marketing Success?

by Michael Phelan on September 19, 2016 in strategic

When people buy a luxury Swiss watch, they are first buying a name and second buying a product.…

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Bridal Magazine Changes Name to Modern Luxury Weddings to Be More Inclusive

by Michael Phelan on September 19, 2016 in strategic

The definition of marriage in America has dramatically evolved in recent years, particularly in the wake of last…

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Apple Shifts Focus to Fitness With Latest Watch

by Michael Phelan on September 14, 2016 in strategic

When Apple Inc. Chief Executive Tim Cook introduced the Apple Watch two years ago, he touted its many…

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Ted Baker on Why More Marketers Should put faith in shoppable videos

by Michael Phelan on September 14, 2016 in strategic

To promote its autumn/winter range Ted Baker has launched a three-minute short film titled ‘Mission Impeccable’. Taking cinematic…

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Why Brands Need to Find and Harness the Humanity in Ad Tech to Reach Consumers

by Michael Phelan on September 14, 2016 in strategic

As marketing technology evolves and proliferates, brands need to create authentic, relevant human connections or else everything’s just…

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Why Experiential Is the Heart of Branding

by Davis Brand Capital on September 12, 2016 in strategic

At the beginning of each semester at NYU, I (Bob) show a picture of the Pillsbury Doughboy to…

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Thinking Clearly About Your Company’s Purpose

by Davis Brand Capital on September 9, 2016 in strategic

I’ve started a few businesses, and I can genuinely say that I didn’t start them out of a…

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Ally Financial Starts First Unified Brand Campaign

by Davis Brand Capital on September 9, 2016 in strategic

Ally Financial, the financial services company once known as GMAC, is introducing a brand campaign using the theme…

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How Data Skills Help Firms Create Social Media That Matters

by Davis Brand Capital on September 9, 2016 in strategic

There’s hardly a company in the world today that doesn’t have a social media presence, whether it’s a…

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Forget Your Ps; Mind the Four Ms of Marketing

by Davis Brand Capital on September 7, 2016 in strategic

Fifty-six years ago, E. Jerome McCarthy conceived the 4Ps of marketing: Product, price, place and promotion. Today, product…

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Making Digital Strategy a Reality in Insurance

by Davis Brand Capital on September 2, 2016 in strategic

The nature of competition in property and casualty (P&C) insurance is shifting as new entrants, changing consumer behaviors,…

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Why Localizing Marketing Doesn’t Always Work

by Davis Brand Capital on September 2, 2016 in strategic

Whether to localize global-brand marketing programs remains one of the most contentious debates in multinational organizations. On the…

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Unilever Puts Brands Front and Centre in Renewed Sustainability Push

by Davis Brand Capital on September 2, 2016 in strategic

Unilever is launching a sustainability campaign aimed at showing consumers how its brands are “already building a brighter…

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Reaching the Desired Audience Doesn’t Always Mean the Digital Campaign Will Resonate

by Davis Brand Capital on August 31, 2016 in strategic

Digital advertising occupies 34% of brand-focused marketing dollars in Canada and continues to gain share from offline media.…

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Honda Looks to Revamped Acura NSX to Fire Up Brand

by Davis Brand Capital on August 31, 2016 in strategic

With its aggressive design and six-figure price tag, Honda Motor Co’s revamped NSX is a far cry from…

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Goldman Sachs, Morgan Stanley Take a Tough Assignment: Reinventing Themselves

by Davis Brand Capital on August 29, 2016 in strategic

In the darkest days of the financial crisis, Goldman Sachs Group Inc.and Morgan Stanley became bank-holding companies to…

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Genesis: An Unconventional Launch For An Impressive All-New Luxury Brand

by Davis Brand Capital on August 29, 2016 in strategic

Hyundai will introduce its all-new premium Genesis brand without a single stand-alone dealership. It’s a bold — and…

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Write Like a Shipwright—How to Build a Boat as an In-House Content Creator

by Davis Brand Capital on August 29, 2016 in strategic

Imagine: You’re at your desk, pounding away at your keyboard while fielding phone calls from persistent clients and…

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How One Company Used Data to Rethink the Customer Journey

by Davis Brand Capital on August 24, 2016 in strategic

Just how personal do customers want their experience to be with a company when making a purchase? A…

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How Pabst is Reinventing Stroh’s, Old Style, Schlitz

by Davis Brand Capital on August 24, 2016 in strategic

Stroh’s is coming back to Detroit. Old Style is brewing in La Crosse, Wis., again. And drinkers in…

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Do Companies Understand the Customer Journey?

by Davis Brand Capital on August 24, 2016 in strategic

Marketers are constantly looking to meet, and exceed, customer expectations. But according to March 2016 research, less than…

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Chinese Laundry Initiates Re-branding Plan

by Davis Brand Capital on August 22, 2016 in strategic

After 35 years of designing shoes, Chinese Laundry is launching a re-branding program that will update its logo,…

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Calculating the ROI of Customer Engagement

by Davis Brand Capital on August 22, 2016 in strategic

We know that customer engagement matters. Yet much of our thinking about engagement remains simplistic. Most current definitions of…

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Inside Hennessy’s Branded Video Strategy

by Davis Brand Capital on August 19, 2016 in strategic

Cognac, a French drink, has been embraced by the American cultural elite — especially the black cultural elite…

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What Sales Companies Need to Get Right for Digital Success

by Davis Brand Capital on August 19, 2016 in strategic

“We’ve got to go digital.” Every sales leader has heard some variation of that statement. But what is…

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The ‘Apple Store’ is Now Just ‘Apple,’ But You Probably Called It That Anyway

by Davis Brand Capital on August 19, 2016 in strategic

Been to your local Apple Store lately? You probably noticed that it’s much more than a place that…

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The Man Behind the Brand: Gucci’s Evolution into an Icon

by Davis Brand Capital on August 17, 2016 in strategic

One of the most iconic names in the luxury retail sector is Gucci. But what about the man…

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Shoe Brand Camper Gets Hospitable With a Line of Boutique Hotels

by Davis Brand Capital on August 17, 2016 in strategic

For Camper, it was never just about the shoes. The Mallorca-based footwear company, founded by the Camper family…

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To Get More Out of Social Media, Think Like an Anthropologist

by Davis Brand Capital on August 17, 2016 in strategic

There is something marketing managers seem to forget about the internet: it was made for people, not for…

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Intel Reinvents Itself to Stay King in a Changing World

by Davis Brand Capital on August 15, 2016 in strategic

Intel is bigger than all but 50 other U.S. companies, and that’s because of something called the CPU.…

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How to Create Your Own Marketing Breakthrough

by Davis Brand Capital on August 15, 2016 in strategic

Marketing is changing fast. This year, companies began to embrace tactics like influencer marketing, brand advocates, and Facebook…

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How Fujitsu is Using Market Research to Drive B2B Content

by Davis Brand Capital on August 15, 2016 in strategic

“The real truth is that most of the research we do is to drive content. In the B2B…

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Should the Olympics be Shrunk?

by Davis Brand Capital on August 12, 2016 in strategic

Olympian Wolfgang Maennig argues that it’s time to reconsider ambitions for infrastructure when it comes to mega-events. Wolfgang…

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How Urban Outfitters is Riding the ’90s Nostalgia Wave

by Davis Brand Capital on August 12, 2016 in strategic

In 1996, R&B star Aaliyah became the face of Tommy Jeans. In her TV ads, she wore a…

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The Elements of Value

by Davis Brand Capital on August 10, 2016 in strategic

When customers evaluate a product or service, they weigh its perceived value against the asking price. Marketers have…

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Making Sense(s)? Why Nostalgia is Key to Successful Sensory Marketing

by Davis Brand Capital on August 10, 2016 in strategic

Consumers are bombarded with brand images and sounds, but, historically, they encounter scents and tastes less frequently –…

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Why Net-a-Porter is Going Back to Basics With Its Ad Message

by Davis Brand Capital on August 8, 2016 in strategic

Online luxury fashion retailer Net-a-Porter has figured out that its advertising campaigns should focus on, well, fashion. As…

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The Explainer: What Is a Business Model?

by Davis Brand Capital on August 8, 2016 in strategic

“Business model” and “strategy” are among the most sloppily used terms in business. For more, read “Why Business…

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Southampton Eyes International Growth With Overhauled Digital Strategy

by Davis Brand Capital on August 8, 2016 in strategic

Southampton is making moves to ensure it can remain competitive off the field ahead of the start of…

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Marketing to Olympic Audiences? This Infographic Could Mean Campaign Gold

by Davis Brand Capital on August 5, 2016 in strategic

Starting tonight, the world will be watching as the 2016 Olympics gets underway in Rio, potentially garnering the…

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Mastercard’s Forward Thinking Strategy

by Davis Brand Capital on August 5, 2016 in strategic

Mastercard recently lost a capital letter and redesigned its iconic, two-tone logo.

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Rainbow Bagels and Pizza Rat: Inside Play-Doh’s Branded-Content Strategy

by Davis Brand Capital on August 3, 2016 in strategic

In a time when kids learn to swipe before they can walk, you’d be forgiven for thinking squishing Play-Doh is no…

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The Best Platforms Are More than Matchmakers

by Davis Brand Capital on August 3, 2016 in strategic

The power of digital platforms to profitably disrupt industries continues to impress. Platform leaders like Amazon, Facebook, Airbnb,…

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Why Elon Musk’s New Strategy Makes Sense

by Davis Brand Capital on August 1, 2016 in strategic

Last week Elon Musk released the second installment of Tesla’s Master Plan. The first installment had been written…

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Gwyneth Paltrow to Consciously Uncouple Herself From Goop

by Davis Brand Capital on August 1, 2016 in strategic

Gwyneth Paltrow plans to consciously uncouple her personal brand from her lifestyle website, Goop, the actress revealed at…

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How Apple’s Steve Jobs Tried to Buy ITV (The Brand, Not the Company)

by Davis Brand Capital on July 29, 2016 in strategic

In late 2006, British broadcast giant ITV’s then-CEO John Cresswellgot a cold call from Apple Inc. founder Steve…

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More Than Digital Plus Traditional: a Truly Omnichannel Customer Experience

by Davis Brand Capital on July 29, 2016 in strategic

In sector after sector, companies are asking how they can adapt to the digital world—how they can build…

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Unilever’s Big Strategic Bet on the Dollar Shave Club

by Davis Brand Capital on July 29, 2016 in strategic

Buttoned-down Unilever just paid $1 billion dollars for the Dollar Shave Club. The scrappy startup, launched in 2012,…

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How to Create an Exponential Mindset

by Davis Brand Capital on July 27, 2016 in strategic

Digital business models are a bit of a misnomer. It’s not digital technology that defines them; it’s their…

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How Sponsored Content Is Becoming King in a Facebook World

by Davis Brand Capital on July 27, 2016 in strategic

For some publishers unsettled by a fast-changing online advertising business, sponsored content has provided much-needed relief. In recent…

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Quality Branded Content Outperforms Pre-roll Advertising

by Davis Brand Capital on July 25, 2016 in strategic

Brands and marketers competing to engage content-hungry consumers need to be creative in the strategies they deploy to…

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Midsize Companies Shouldn’t Confuse Growth with Scaling

by Davis Brand Capital on July 25, 2016 in strategic

Most management writing focuses on startups or large companies, but if recent performance is any indicator, midcap companies…

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The Innovation Secrets of High-growth Brands

by Davis Brand Capital on July 19, 2016 in strategic

To survive and thrive in today’s market, consumer packaged goods (CPG) companies need to shift away from “risk…

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Timing Is Everything

by Davis Brand Capital on July 19, 2016 in strategic

“What time do you have?” Years ago, that question was asked often. Its frequency has waned over the past…

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How Nestle Toll House Became YouTube’s House Cookie Brand

by Davis Brand Capital on July 19, 2016 in strategic

Nestle’s Toll House brand of cookies and chocolate chips is one of America’s iconic brands. Debuting in 1936…

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Widening the Window: How Additional Opportunities Give a View of a Larger Audience

by Davis Brand Capital on July 18, 2016 in strategic

The ascension of digital media platforms has given consumers a wide array of options for not just how…

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Finding the Speed to Innovate

by Davis Brand Capital on July 18, 2016 in strategic

Few executives would argue that speed and innovation are critical success factors in today’s digital world. Being able…

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Using an Algorithm to Figure Out What Luxury Customers Really Want

by Davis Brand Capital on July 18, 2016 in strategic

I met Metis’s mother in Los Angeles in the summer of 2014. We were introduced by a mutual…

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Cracking the Digital Code: McKinsey Global Survey Results

by Davis Brand Capital on July 15, 2016 in strategic

Most companies have yet to realize digital’s full value, and leadership and talent are among the biggest hurdles…

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WhatsApp Grew to One Billion Users by Focusing on Product, Not Technology

by Davis Brand Capital on July 14, 2016 in strategic

At a time when digital technology is transforming one industry after another, large companies tend to view innovation…

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Startups Get an Unusual Message: Go Slow, Think Small

by Davis Brand Capital on July 13, 2016 in strategic

Startup founders often feel pressure to chase rapid growth at any cost. So it is notable that one…

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Pokémon Go Goes Viral With No Big Marketing Blitz

by Davis Brand Capital on July 12, 2016 in strategic

Social feeds over the weekend were inundated with millions of posts about the new mobile game Pokémon Go.…

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Why New Consumer Brands Must Scale Faster

by Davis Brand Capital on July 11, 2016 in strategic

The cycle time from the small seed of an idea to successful scale has shortened dramatically. Barriers to…

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Why Ralph Lauren Will Again be a Leading Brand

by Davis Brand Capital on July 11, 2016 in strategic

There has been a lot of talk about Ralph Lauren. Some are asking if the brand has failed…

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Differentiation is Key to Video Consumption, Monetization

by Davis Brand Capital on July 8, 2016 in strategic

There’s no mistaking the dramatic changes taking place in the video content realm. Consumers are avidly seeking out…

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Samsung US CMO Marc Mathieu: ‘We Try to Accelerate Content Creation and Content Consumption’

by Davis Brand Capital on July 8, 2016 in strategic

Samsung’s American marketing chief Marc Mathieu has shared his vision for the impact that VR and 360 video…

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How to Know Which Digital Trends Are Worth Chasing

by Davis Brand Capital on July 8, 2016 in strategic

The rapid pace of digital change has put companies in the unenviable position of trying to decide which…

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The Secret Power of Amazon’s Dash Buttons: Not Sales, But Data

by Davis Brand Capital on July 6, 2016 in strategic

One year after launch, Amazon’s Dash Buttons continue to bewilder. The palm-sized, battery-powered buttons, announced last year just…

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Coke Unveils £10m Push to Sweeten Sales With Zero Sugar Brand

by Davis Brand Capital on July 6, 2016 in strategic

Coca-Cola has launched a £10m campaign for its rebranded Coke Zero Sugar, which has been given a makeover…

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How Brands are Using Social Media to Make a Splash With Summer Fridays

by Davis Brand Capital on July 6, 2016 in strategic

Google and Priceline.com surveyed 15,723 Americans last year and learned that just 8 percent take “Summer Fridays,” or…

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How Dove and Axe Got Into Alignment, and Why They Still Need Digital Specialists

by Davis Brand Capital on July 5, 2016 in strategic

For Keith Weed, advertising that takes progressive stances on gender issues is like spinner luggage: It makes perfect…

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How Southern Comfort’s New Owner Thinks it Can Grow the Brand Five-Fold

by Davis Brand Capital on July 5, 2016 in strategic

Southern Comfort gives Sazerac a global presence for the first time: The brand is available in 100 countries,…

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Under Armour’s Quest to Dethrone Nike and Jump-Start Baltimore

by Davis Brand Capital on June 29, 2016 in strategic

In March, Under Armour won a minor skirmish in the war for sportswear dominance when it became the…

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Getting Organizational Redesign Right

by Davis Brand Capital on June 29, 2016 in strategic

“If at first you don’t succeed, try, try, try again.” If W. E. Hickson, the British author known…

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Why Does a Tire Company Publish the Michelin Guide?

by Davis Brand Capital on June 29, 2016 in strategic

When the Michelin Guide comes out each year, foodies freak out. Michelin’s food critics, known as “inspectors” by…

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Keeping Up With Customers, Not Competitors, is Becoming Greatest Challenge to Brands, Accenture Interactive Study Finds

by Davis Brand Capital on June 27, 2016 in strategic

More than nine in ten companies are struggling to deliver digital customer experiences that exceed their customers’ expectations,…

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An Incumbent’s Guide to Digital Disruption

by Davis Brand Capital on June 27, 2016 in strategic

A decade ago, Norwegian media group Schibsted made a courageous decision: to offer classifieds—the main revenue source of…

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“Branding Without Walls”: Mozilla’s Open-Source Rebrand

by Davis Brand Capital on June 27, 2016 in strategic

While most branding projects are carried out behind closed doors, Mozilla is taking the unusual step of documenting…

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The Lego Model: How to Build Your Social Brand

by Davis Brand Capital on June 24, 2016 in strategic

It seems to me that there is one universal truth in this world: Everyone loves, has loved or…

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How to Navigate a Digital Transformation

by Davis Brand Capital on June 24, 2016 in strategic

An organization is essentially the sum total of its physical, financial, human, intellectual, and relationship capital. Different industries…

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How Brands Can Disrupt

by Davis Brand Capital on June 24, 2016 in strategic

The pace of change in marketing and the marketplace continues to accelerate. Unicorn companies are challenging long-established brands,…

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Disrupting Beliefs: A New Approach to Business-Model Innovation

by Davis Brand Capital on June 22, 2016 in strategic

Let’s face it: business models are less durable than they used to be. The basic rules of the…

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How to Create a Modern Marketing Mix for a Media Brand

by Davis Brand Capital on June 22, 2016 in strategic

The ingredient list for today’s marketing mix just keeps getting longer. This is particularly true for media entities,…

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Snapchat: How Brands Reach Millennials

by Davis Brand Capital on June 22, 2016 in strategic

Marisa Thalberg, chief marketing officer at Taco Bell, was fielding Cinco de Mayo-related pitches from her social media…

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The Inside Story on J&J’s Revamped Marketing Mission Under Alison Lewis

by Davis Brand Capital on June 20, 2016 in strategic

In the brand-new and buttoned-up New Brunswick, N.J., corporate offices of Johnson & Johnson, there’s a conference room…

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VW Reboots Brand for ‘Mobility Age’

by Davis Brand Capital on June 20, 2016 in strategic

Volkswagen, the troubled German automaker which suffered serious damage to its reputation following news last year that it…

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Beyoncé, Inc: How Airbnb, Warby Parker, and Others are Finding Inspiration in Lemonade

by Davis Brand Capital on June 20, 2016 in strategic

A thunderous bang quiets the roughly 40,000 fans who’ve gathered at Houston’s NRG Stadium. The lights click off,…

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Hotel Brands No Longer Sell rooms. They Sell Experiences

by Davis Brand Capital on June 17, 2016 in strategic

Hotels aren’t just places to sleep. They’re places to experience. That’s how the newest generation of travelers are…

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Uncommon Sense: Asymmetric Marketing—Small Investments for Big Returns

by Davis Brand Capital on June 17, 2016 in strategic

Marketers often think of “earned” media (particularly viral videos) as asymmetric marketing opportunities—they’re cheap and fast, which make…

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San Pellegrino’s Mapping App Will Take You Via the Most ‘Delightful’ Route

by Davis Brand Capital on June 17, 2016 in strategic

Most mapping apps are about getting you from A to B as quickly as possible, and forget about…

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Brands Can Now Target by Emoji on Twitter

by Davis Brand Capital on June 17, 2016 in strategic

Emojis are everywhere: in texts, news stories, ads, on social media, and even on Oxford Dictionary’s Word of the…

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Rhapsody Rebrands Itself as Napster Because ¯\_(ツ)_/¯

by Davis Brand Capital on June 15, 2016 in strategic

Rhapsody is part of the old guard of music streaming services, launched way back in 2001 as Listen.com.…

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Facebook Content and Brand Strategies That Win in a Silent Autoplay World

by Davis Brand Capital on June 15, 2016 in strategic

A new study reports the slightly astonishing statistic that fully 85 percent of Facebook videos are played with…

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What Marketers Need to Know About Chat Apps

by Davis Brand Capital on June 15, 2016 in strategic

The rise of social media changed marketing. Now, before some marketers have even fully adapted to that world,…

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Perpetually On the Hunt for Young Men, Brands are Betting on eSports

by Davis Brand Capital on June 13, 2016 in strategic

This past week, Spanish football club Valencia CF announced a new team, not of footballers but of video…

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Scripps, Known for Local TV and Radio Brands, Finds New Strategies for National Digital Audiences

by Davis Brand Capital on June 13, 2016 in strategic

Scripps is 135 years old, and in that period it’s reinvented itself plenty of times. The Cincinnati media…

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How Samsung Embraced Innovation to Become a Global Master of Brand Marketing

by Davis Brand Capital on June 13, 2016 in strategic

Even Samsung’s top marketing executives like Younghee Lee admit it wasn’t long ago that consumers thought of the…

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Playing Catch-Up: How to Partner With the Retailer of the Future

by Davis Brand Capital on June 10, 2016 in strategic

There’s no denying that the balance of power in the consumer industry has tilted. Retailers have the advantage…

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Wyndham Hotel Group is Redefining Its 16 Brands

by Davis Brand Capital on June 10, 2016 in strategic

Wyndham Hotel Group—the world’s largest hotel company with more than 7,800 properties—is revamping its 16 brands in addition…

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How Academics and Researchers Can Get More Out of Social Media

by Davis Brand Capital on June 10, 2016 in strategic

In today’s digital age, social media competence is a critical communication tool for academics. Whether you’re looking to…

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Can America Build Its Own LVMH?

by Davis Brand Capital on June 8, 2016 in strategic

On the second floor of a classic cast-iron building in SoHo, just above the madding crowd, there is…

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Why Fast-Food and Snack-Food Brands Are Introducing Smaller Signature Offerings

by Davis Brand Capital on June 8, 2016 in strategic

As consumers cut sugar and salt from their diets, fast-food and snack-food brands are fighting for survival. And part…

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Verizon’s ‘Can You Hear Me Now’ Guy Joins Sprint

by Davis Brand Capital on June 8, 2016 in strategic

Those famous “Can you hear me now?” commercials are back. But this time, they’re pitches for Sprint, not…

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How Disney Found Its Way Back to Creative Success

by Davis Brand Capital on June 3, 2016 in strategic

Since every industry changes in time, the key to success is adapting to those changes – hence, strategy is…

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State Farm Unveils New Tagline, Campaign

by Davis Brand Capital on June 3, 2016 in strategic

State Farm will always be a good neighbor, even though it’s moving to a new tagline. Beginning June…

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Mondelez Launches Content Deal With Buzzfeed Within New Marketing Model

by Davis Brand Capital on June 3, 2016 in strategic

Mondelez International is partnering with Buzzfeed as part of new branded content strategy after claiming interruptive advertising is…

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To Go Digital, Leaders Have to Change Some Core Beliefs

by Davis Brand Capital on June 1, 2016 in strategic

Despite a great deal of lip service to digital transformation, the effect of all these great words on…

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With Subscription Beauty Boxes, Rules of E-Commerce Don’t Apply

by Davis Brand Capital on June 1, 2016 in strategic

To deliver their colorfully decorated packages, monthly subscription services must defy some of the fundamental rules of e-commerce.…

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Uncommon Sense: A Roadmap for Growing Established Brands

by Davis Brand Capital on June 1, 2016 in strategic

Unlike new products, which have a relatively predictable path to growth, established products have a wide array of…

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Spotify Will Now Let Brands Sponsor the Most Popular Playlists

by Davis Brand Capital on May 27, 2016 in strategic

Remember the old days when you’d give a girl or guy a playlist in the hopes of winning…

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How an Ad Campaign Made Lesbians Fall in Love with Subaru

by Davis Brand Capital on May 27, 2016 in strategic

Subaru’s marketing strategy had just died in a fit of irony. It was the mid 1990s, and sales…

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Can Rebranding Help a City Shake Its Seedy Reputation?

by Davis Brand Capital on May 27, 2016 in strategic

Dongguan is an industrial city located at the mouth of China’s Pearl River Delta, about 50 miles north…

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How Aldo Uses Customer Insights to Attract Savvy Shoppers

by Davis Brand Capital on May 25, 2016 in strategic

In the ecommerce era, storefronts have evolved from places of transaction to places of service, according to Patrik…

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The Sales Secrets of High-Growth Companies

by Davis Brand Capital on May 25, 2016 in strategic

What distinguishes sales organizations at fast-growing companies from their lagging peers? In a wide-ranging survey of more than…

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How TJX Crafted a Winning Marketing Playbook

by Davis Brand Capital on May 25, 2016 in strategic

Amid the retail earnings bloodbath of the last two weeks, one of the few bright spots was TJX…

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These 5 Startups Used Snapchat To Boost Their Brand (And So Can You)

by Davis Brand Capital on May 24, 2016 in strategic

When Snapchat burst onto the scene in 2011, it became a sensation among teenagers who loved the idea…

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How Recipe Videos Colonized Your Facebook Feed

by Davis Brand Capital on May 24, 2016 in strategic

In June of last year, Andrew Ilnyckyj, a video producer at BuzzFeed, was filming the preparation of the All…

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Making the Most of Advanced Analytics in Tech, Media & Telecom

by Davis Brand Capital on May 23, 2016 in strategic

The business model of network operators is being disrupted. This report highlights the potential of advanced analytics for…

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How Adidas Originals is Using Snapchat

by Davis Brand Capital on May 20, 2016 in strategic

Inside the fanatical world of sneakerheads, product leaks are common. Now, Adidas is looking to a new tool…

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Allstate Refreshes Brand Tagline for Younger Audience

by Davis Brand Capital on May 20, 2016 in strategic

Just being in good hands isn’t enough for Allstate Insurance Co. The insurer wants consumers to know that…

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The Data Digest: The Yin And Yang Of Consumer Decisions

by Davis Brand Capital on May 20, 2016 in strategic

The tug of war between reason and emotion has fueled contentious debate since the days of Socrates. But,…

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Pop Star: PepsiCo Makes Big Bet on In-House Content Creation

by Davis Brand Capital on May 18, 2016 in strategic

If you have Hollywood ambitions, rubbing shoulders with Meryl Streep isn’t a bad place to start. And if…

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Why Your Brand Doesn’t Need Anyone To #Participate In Anything

by Davis Brand Capital on May 18, 2016 in strategic

Over the past few years, a disturbing new trend has emerged in the digital creative world—brands trying to…

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The LaCroix Guide to Tapping ‘Micro-Influencers’

by Davis Brand Capital on May 18, 2016 in strategic

LaCroix has elbowed into the crowded sparkling-water market with a fresh approach to digital marketing. LaCroix’s ascent in recent…

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Amazon Reportedly Ready to Launch New Private-Label Brands

by Davis Brand Capital on May 16, 2016 in strategic

Amazon will introduce new lines of its private-label brands in the coming weeks, the Wall Street Journal reported…

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This Business Move Cost CVS $2 Billion (but It Was the Smartest Decision It Could Have Made)

by Davis Brand Capital on May 16, 2016 in strategic

Developing a socially conscious business model that gives back to the community, while also turning a profit, is no…

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Applebee’s Bets Big on Relaunching the Brand Around Wood-Fired Steaks

by Davis Brand Capital on May 16, 2016 in strategic

As competitors rely on promotional-driven strategies in a fickle economy, Applebee’s Neighborhood Grill & Bar is making a…

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NPR’s Guide to Facebook Live

by Davis Brand Capital on May 13, 2016 in strategic

By now you’ve likely heard about Facebook Live – those new in-the-moment videos popping up in your Newsfeed.…

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In the Earbud Era, Sonic Branding Is Marketing’s Biggest Missed Opportunity

by Davis Brand Capital on May 13, 2016 in strategic

Can you remember the last time you closed your eyes to hear a sound clearly? To ingest the…

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From Browse to Buy: How to Use Videos at Every Stage of the Customer Journey

by Davis Brand Capital on May 11, 2016 in strategic

Picture this: Summer is coming and Suzy is on the hunt for a cool new pair of shades.…

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Your Instagram App Just Got a Big Makeover

by Davis Brand Capital on May 11, 2016 in strategic

Instagram looks different today. The first thing you’ll notice is the new icon, a simple illustration set against a…

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Hearst UK Bets on the Brand

by Davis Brand Capital on May 11, 2016 in strategic

In a basement in London’s Soho, a team of women are employed to rub dog hair into carpets…

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L’Oréal Created This Training Program to Keep Its Marketers on the Cutting Edge

by Davis Brand Capital on May 11, 2016 in strategic

L’Oréal has designs on being a digital-marketing machine in the years to come. The personal care products giant…

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Build Your Brand as a Relationship

by Davis Brand Capital on May 9, 2016 in strategic

The way we think about brands need to change. In the past, they were objects or concepts. You…

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Liquor Brands Aim to Entice With Signature Experiences

by Davis Brand Capital on May 9, 2016 in strategic

A French bakery that morphs into a Riviera beach club. A movie that will make a stop at…

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Focus on Keeping Up with Your Customers, Not Your Competitors

by Davis Brand Capital on May 9, 2016 in strategic

Every company these days seems to be either contemplating or pursuing digital transformation. Most cite the need to…

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What the YETI “Cult” Can Teach You About Marketing Success

by Davis Brand Capital on May 6, 2016 in strategic

Here at The American Genius, we feel the term “cult” gets a bad name. In fact, we find…

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New Lands’ End CEO Delivers High Fashion—and a Culture Clash

by Davis Brand Capital on May 6, 2016 in strategic

Soon after taking the helm at Lands’ End Inc. in February 2015, Chief Executive Federica Marchionni sought to…

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Men’s Style Brand Mr Porter Creates Daily Content to Drive Scale and, Ultimately, Sales

by Davis Brand Capital on May 6, 2016 in strategic

Producing quality, slick editorial content on men’s style has been bread and butter for online men’s fashion brand…

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Burberry Tightens Brand Strategy in U.S. Turf War

by Davis Brand Capital on May 5, 2016 in strategic

Several years ago, Patty Anagostis gave away all her Burberry handbags. The 55-year-old Summit, N.J., resident, whose collection…

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Master Branding: Solidarity & Authenticity

by Davis Brand Capital on May 5, 2016 in strategic

In the not so distant past, companies branded their products separately. For instance, few people know that the…

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How Brands Can Decode Mobile Purchasing Habits for Better Engagement

by Davis Brand Capital on May 4, 2016 in strategic

Today more than ever before, the path to purchase tends to pass through mobile. According to Forrester, more…

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Why the Customer Experience Matters

by Davis Brand Capital on May 4, 2016 in strategic

Truly understanding customer needs may help companies improve not only the buying experience but also their bottom line.…

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Dell and EMC Unveil “Dell Technologies” As Future Brand for Family of Businesses

by Davis Brand Capital on May 4, 2016 in strategic

Dell Inc. and EMC Corp. today revealed that upon the close of their pending transaction, the combined family…

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Marketers Struggle With Effective Mobile Ads

by Davis Brand Capital on May 3, 2016 in strategic

Despite the fact that spending on digital video ads is expected to nearly triple from $5.2 billion in…

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Radiohead Erase Internet Presence

by Davis Brand Capital on May 2, 2016 in strategic

Radiohead’s internet presence is disappearing. As Reddit users noted, their website slowly decreased in opacity until it went entirely…

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Vogue and Apple: A Love Story

by Davis Brand Capital on May 2, 2016 in strategic

To the world at large, Vogue is fashion and Apple is tech. Each represents the premium in their…

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How YouTube Beauty Star Rachel Levin Keeps 7 Million Subscribers Tuned In

by Davis Brand Capital on May 2, 2016 in strategic

Unless you’re one of Rachel Levin’s 7.6 million beauty-obsessed YouTube followers, there’s a good chance you’ve never heard…

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What Fashion Can Learn From Beyoncé

by Davis Brand Capital on April 29, 2016 in strategic

The hot topic in BoF’s London offices this week was “Lemonade,” the new visual album by Beyoncé. We…

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With an Eye Towards Content and Commerce, Steve Madden Reveals its First App

by Davis Brand Capital on April 29, 2016 in strategic

Steve Madden has launched its first-ever app, combining both Steve Madden’s lifestyle magazine and commerce for the first…

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Perrier Follows Consumer Journey Through Mobile Touch Points With Connected Coolers

by Davis Brand Capital on April 29, 2016 in strategic

A Nestle Waters executive at the Forrester Marketing 2016 Forum detailed a strategy on how it can gain…

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What Makes Some Silicon Valley Companies So Successful

by Davis Brand Capital on April 27, 2016 in strategic

Executives and entrepreneurs from all over the world have traveled to Silicon Valley to learn the secrets of…

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How MTV Plans to Put the ‘M’ Back in its Name

by Davis Brand Capital on April 27, 2016 in strategic

MTV is going back to its roots with a programming strategy that will once again put music front-and-center.…

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Inside Pandora’s Plan To Reinvent Itself—And Beat Back Apple And Spotify

by Davis Brand Capital on April 27, 2016 in strategic

For somebody who just got off of a red-eye flight across the country at six this morning, Tim…

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Hershey Gets Sweet on Dried Meat Bars

by Davis Brand Capital on April 26, 2016 in strategic

Chocolate maker Hershey Co. has a solution for America’s waning taste for candy: beef snacks. The 122-year-old company is…

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The Need to Lead in Data and Analytics

by Davis Brand Capital on April 26, 2016 in strategic

In a new survey, executives say senior-leader involvement and the right organizational structure are critical factors in how…

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How to Create a Buyer Persona Map (Even if You Have No Idea Who Your Customers Really Are)

by Davis Brand Capital on April 26, 2016 in strategic

Buyer personas. Creating potential customer profiles is often enough to make even the best marketer freeze in their…

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What Intel Needs to Remember About Marketing

by Davis Brand Capital on April 25, 2016 in strategic

Intel’s restructuring announcement last week describes its plans to reduce headcount by 12,000, or 11% of its workforce,…

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MasterCard, MLB Expand Partnership

by Davis Brand Capital on April 25, 2016 in strategic

MasterCard and Major League Baseball have renewed their 20-year partnership with some new initiatives planned. The expanded partnership…

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JC Penney and Pinterest Team Up to Target Moms at a Mall Near You

by Davis Brand Capital on April 22, 2016 in strategic

JC Penney is targeting Pinterest-pinning moms in a new effort ahead of Mother’s Day on May 8. In…

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Developing a Customer-Experience Vision

by Davis Brand Capital on April 22, 2016 in strategic

Almost every successful company recognizes that it is in the customer-experience business. Organizations committed to this principle are…

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How Instagram’s Favorite Beauty Brand is Also Winning on Snapchat

by Davis Brand Capital on April 22, 2016 in strategic

Anastasia Beverly Hills, a family-owned beauty company, is proof that when it comes to building a social media presence,…

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Italy’s Fashion Brands Polish Their Offer at Milan’s Furniture Fair

by Davis Brand Capital on April 20, 2016 in strategic

Salone del Mobile has been taking over Milan, burnishing its reputation as a must-see fair and firing up…

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Coca-Cola Unifies Its Brand Worldwide With New Design Language

by Davis Brand Capital on April 20, 2016 in strategic

Last night in Mexico City, Coca-Cola revealed the final act in a year long “One Brand” unification strategy.…

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Disney’s Savvy Marketing of ‘The Jungle Book’

by Davis Brand Capital on April 18, 2016 in strategic

“All of this, honestly, is one big magic trick.” Those words, spoken by the director Jon Favreau, were…

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Time Inc. Speeds After Car Enthusiasts

by Davis Brand Capital on April 18, 2016 in strategic

Last month, a 5,000-square-foot auto showroom was completed in Brooklyn, N.Y.’s up-and-coming Sunset Park neighborhood with three custom…

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Unilever Sees Good Traction For ‘Authentic, Fresh’ Products

by Davis Brand Capital on April 18, 2016 in strategic

Unilever P.L.C. has placed a priority on accelerating growth while maintaining strong margins and cash flow in its…

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From Touchpoints to Journeys: Seeing the World as Customers Do

by Davis Brand Capital on April 15, 2016 in strategic

When most companies focus on customer experience they think about touchpoints—the individual transactions through which customers interact with…

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Facebook Has Seized the Media, and That’s Bad News for Everyone But Facebook

by Davis Brand Capital on April 15, 2016 in strategic

When Facebook News Feed guru Will Cathcart took the stage at F8 to talk about news, the audience…

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Gilt Groupe’s Founder Launches New Shopping App

by Davis Brand Capital on April 14, 2016 in strategic

A decade ago, Alexis Maybank founded Gilt Groupe, a luxury daily deals website that has gradually amassed over…

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Urgency vs. Panic

by Davis Brand Capital on April 13, 2016 in strategic

My first initiative as a product manager at Gilt was something called “Urgency”. It was formed under the…

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Repositioning Is Not a New Business Model

by Davis Brand Capital on April 13, 2016 in strategic

In English, we struggle with the distinction between “different” and “new.” It’s relevant when we come to describing…

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Facebook Launches Messenger Platform With Chatbots

by Davis Brand Capital on April 13, 2016 in strategic

Facebook will now allow businesses to deliver automated customer support, e-commerce guidance, content and interactive experiences through chatbots.…

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Why Platform Disruption is So Much Bigger than Product Disruption

by Davis Brand Capital on April 11, 2016 in strategic

How does disruptive innovation differ when it’s applied to a product versus a platform? For the sake of…

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Tesla Timeline: How the Electric Car Company Built a Global Brand Without Advertising

by Davis Brand Capital on April 11, 2016 in strategic

Tesla’s recent Model 3 launch is the culmination a strategy that has enabled the company to create a…

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How Kylie Jenner Built a Sprawling Audience—and a Booming Brand—at Age 18

by Davis Brand Capital on April 11, 2016 in strategic

There are few narratives in modern celebrity culture as unexpected as the ascent of the Kardashian-Jenner family. When…

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Bluefly Debuts a Fresh Look, Introducing New Logo, Branding and Platform

by Davis Brand Capital on April 8, 2016 in strategic

Bluefly is updating its look, and starting today, customers visiting the largest online fashion destination and marketplace with…

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Victoria’s Secret is Cutting 200 Jobs as Part of Brand Restructuring

by Davis Brand Capital on April 8, 2016 in strategic

Victoria’s Secret will cut 200 corporate jobs as it looks to kickstart growth and cut organizational bloat, its…

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Is H&M Moving Fast Enough to Become a Digital Brand?

by Davis Brand Capital on April 8, 2016 in strategic

H&M’s net profit has slid in recent years. The retailer is placing its bets on both physical and…

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What to Expect From Whole Foods’ New, Low-Price Grocery Chain

by Davis Brand Capital on April 8, 2016 in strategic

We’re inching closer to the launch of 365 by Whole Foods Market, a new, lower-priced grocery store that the organics…

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‘Bring Out the Bold’: J&J’s Listerine Brand Launches Lifestyle Campaign

by Davis Brand Capital on April 6, 2016 in strategic

Turns out that Listerine users are more “bold” than the great un(mouth)washed? It seems that daring not to hide…

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How Cracker Barrel Is Reshaping Its Image to Attract a New Generation of Fans

by Davis Brand Capital on April 6, 2016 in strategic

Cracker Barrel has an enthusiastic fan base among road trippers across the heartland and baby boomers alike, but…

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Are You Really Listening to What Your Customers are Saying?

by Davis Brand Capital on April 6, 2016 in strategic

Customer-experience metrics have proliferated over the past decade, and chances are that your business relies heavily on one…

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Volkswagen Reaches Out to U.S. Dealers, Vows to ‘Redefine’ Tarnished Brand

by Davis Brand Capital on April 4, 2016 in strategic

Volkswagen AG’s management extended an olive branch to car dealers hit hard by the German auto giant’s emissions-testing…

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Shake Shack Should Heed Chipotle’s Missteps

by Davis Brand Capital on April 4, 2016 in strategic

As Chipotle tries to recover from a food-safety crisis, its competitors are no doubt paying attention. But one in particular should take…

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How Casper Became a $100 Million Company in Less Than Two Years

by Davis Brand Capital on April 4, 2016 in strategic

In the beginning, it was “Let’s disrupt the mattress industry. It’s broken.” That quickly morphed into “Let’s invent…

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Somewhere Between Granny Panties And Thongs, New Underwear Brands Find Fans Online

by Davis Brand Capital on April 1, 2016 in strategic

In the five years that Michelle Grant was a senior merchant at Victoria’s Secret, she found herself immersed…

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The Real History of America’s Most Authentic Fake Brand

by Davis Brand Capital on April 1, 2016 in strategic

It’s not often a fashion mogul extols the virtues of a power strip. I’m inside the rooftop lair…

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What Lilly Pulitzer Learned About Marketing to Millennials

by Davis Brand Capital on April 1, 2016 in strategic

Retailers have no doubt about the importance of millennial shoppers. Boomers may be the biggest spenders today, but…

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New York Botanical Garden Gets New Identity for 125th Anniversary

by Davis Brand Capital on March 30, 2016 in strategic

The New York Botanical Garden (NYBG), one of the oldest and largest botanical gardens in the world, has introduced…

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How Harper’s Bazaar Gets Its Readers to Shop

by Davis Brand Capital on March 30, 2016 in strategic

Harper’s Bazaar is confident that its editorial content will inspire its readers to go shopping, so it is…

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This Messaging Guru Is Helping Utilities Clean Up Their Appearance

by Davis Brand Capital on March 30, 2016 in strategic

The U.S. utility industry, beset by stricter pollution regulations and market forces that have made renewable energy more…

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Why Companies Are Advertising Their Master Brand

by Davis Brand Capital on March 28, 2016 in strategic

Recently, both Hershey and Coca-Cola have switched to a master brand strategy. Instead of promoting, for example, Hershey’s…

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Makeup Brands are Testing Augmented Reality to Drive Conversions

by Davis Brand Capital on March 28, 2016 in strategic

While shopping for a new lipstick on Sephora’s mobile app, customers contemplating whether to buy Marc Jacobs’ Forbidden…

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How To Build A Successful Customer Experience Program: Qualtrics MD

by Davis Brand Capital on March 28, 2016 in strategic

In the last decade, the entire balance of power in the consumer-company relationship has drastically shifted towards the…

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Have You Heard? Customer Experience is Where It’s At

by Davis Brand Capital on March 28, 2016 in strategic

The growing power of the customer is intensifing the competition for every company and business. According to Bill McMurray,…

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NFL Exploring Game in China

by Davis Brand Capital on March 25, 2016 in strategic

The Los Angeles Rams are at the head of the line to be the home team for the…

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Audi Set Up Free Wifi at the New York Auto Show, and Look What the Networks Are Called

by Davis Brand Capital on March 25, 2016 in strategic

Audi hits the New York Auto Show this week with the message that its A4 has surpassed the…

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Why Target Is Fast-Tracking Food Innovation

by Davis Brand Capital on March 25, 2016 in strategic

Here’s a dirty little secret about the food business: An apple you pick up at your local supermarket…

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Brand Authenticity: Is It for Real?

by Davis Brand Capital on March 23, 2016 in strategic

In the never-ending quest for marketers to connect with millennials, authenticity continues its reign as the marketing “it”…

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How Boring Old Buick Is Crushing the Luxury Car Market

by Davis Brand Capital on March 23, 2016 in strategic

When General Motors unveiled its new Cadillac SUV in September, it dangled the vehicle from a helicopter and…

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The Uber Model, It Turns Out, Doesn’t Translate

by Davis Brand Capital on March 23, 2016 in strategic

In San Francisco, as in most cities, parking is an expensive daily grind that saps the soul. So…

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Fixing Twitter

by Davis Brand Capital on March 21, 2016 in strategic

In late January the Tweeps needed a kumbaya moment, and Jack Dorsey knew exactly how to give it…

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Content Marketers Need to Act Like Publishers

by Davis Brand Capital on March 21, 2016 in strategic

One of the biggest cop-outs in corporate life is to say, “We had a great a great strategy,…

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Kraft Reveals Revamped Mac and Cheese, 50 Million Boxes Later

by Davis Brand Capital on March 21, 2016 in strategic

Usually when companies come out with a new and improved formula, they want the public to know. But when…

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Nike Taps the Transformation Economy

by Davis Brand Capital on March 18, 2016 in strategic

On Wednesday, at a grand presentation produced by Bureau Betak and staged at Skylight at Moynihan Station, an…

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Bridging the Gap Between Marketing and IT

by Davis Brand Capital on March 18, 2016 in strategic

The digital marketplace has created a business imperative that every company be — in some way — a technology company.…

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Don’t Draft a Digital Strategy Just Because Everyone Else Is

by Davis Brand Capital on March 18, 2016 in strategic

When the CEO of GE announces that it will become a digital industrial enterprise and the CEO of Citigroup…

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The Economic Essentials of Digital Strategy

by Davis Brand Capital on March 16, 2016 in strategic

In July 2015, during the championship round of the World Surf League’s J-Bay Open, in South Africa, a…

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How American Apparel Is Rebuilding Its Brand With More Sizes, New Styles and Fresh Marketing

by Davis Brand Capital on March 16, 2016 in strategic

American Apparel, the Los Angeles-based clothing retailer known for its risqué advertising, has been through some tumultuous times.…

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The Other Disruption

by Davis Brand Capital on March 15, 2016 in strategic

Since Clayton Christensen published The Innovator’s Dilemma, in 1997, management scholars have focused on innovations that disrupt customer…

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Under New CMO, Lowe’s Debuts Marketing Rebrand

by Davis Brand Capital on March 14, 2016 in strategic

Lowe’s is injecting a bit of humor into its brand with a new campaign. Under a new CMO,…

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How NYC Retailer Story is Revolutionizing Brick and Mortar by Treating Retail Like a Media Channel

by Davis Brand Capital on March 14, 2016 in strategic

Located in Manhattan’s Chelsea neighborhood, Story is unlike any other store in New York City. Every three to…

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Honey Nut Cheerios Takes Up the Cause of Bees

by Davis Brand Capital on March 14, 2016 in strategic

Honey Nut Cheerios – the cereal brand with the famous bee mascot – is aiming to help bring…

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Slate’s Keith Hernandez: Being all-in on platforms isn’t feasible for most publishers

by Davis Brand Capital on March 11, 2016 in strategic

The hot topic of conversation for most publishers these days is around platforms. Publishers are rushing to put…

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How to Design a Winning Business Model

by Davis Brand Capital on March 11, 2016 in strategic

Strategy has been the primary building block of competitiveness over the past three decades, but in the future,…

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