Brand Transparency Taken to the Limit

Brand marketers are in the throes of deciding how transparent their brand must be. This is a significant issue in many boardrooms around the globe. A close friend was in Turkey last week, and sent me the photo below of the Oscar Watch store in Istanbul… they actually sell “Genuine Fakes”. Talk about transparency… they are making money on telling the truth.

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June 15, 2011   Comments Off on Brand Transparency Taken to the Limit

Why Buy the Expensive Tylenol Brand any more? Where Trust intersects with Value.

A feature in the Sunday New York Times about Johnson & Johnson struggling with many of it’s consumer brands raises a much bigger issue… when you lose trust in a brand name. The specific manufacturing problems and recalls for J&J open up consideration of less marketed store brands. In that moment where value intersects with (brand) price, it will be interesting to see how consumers shift shopping behaviors over the near to longer term.

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January 17, 2011   1 Comment

For BP, Being "Beyond Petroleum" Depends on How They Act

By now, there has been a lot reported and written about BP. The branding debate has been about whether their “Beyond Petroleum” proposition can be sustained. The answer lies in how they choose to act.

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May 21, 2010   2 Comments

Tylenol Redux… Will McNeil handle the FDA's Report?

The FDA recently released a report chastising a McNeil Consumer Healthcare factory for poor conditions where Children’s Tylenol, Motrin, Benadryl and other products are produced. This will be another test to see how McNeil will behave, and whether they will act as responsibly as when Tylenol was pulled off the market decades ago.

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May 11, 2010   24 Comments

Toyota Finally Listened… but the Credit Accrues to their Lexus Brand

Today, the Lexus suspended sales of the GX 460 because a Consumer Reports issued a “Don’t Buy” warning due to rollovers in their testing. Toyota is finally listening, but consumers may give the credit to the Lexus brand, and not the parent brand – Toyota. [Read more →]

April 14, 2010   29 Comments

Tropicana’s Transparency Works

I love it when a brand says it like it is. Today, Tropicana announced that they would reduce the container size of orange juice to hold the cost. They also announced a price increase of the gallon-sized containers. These changes will happen two months from now. And I am not an upset consumer. Here’s why… [Read more →]

March 15, 2010   16 Comments

Toyota… Another Nail in the Brand Coffin

We already live in a world where we are skeptical of corporate messaging and product advertising. What we didn’t need is the relentless press coverage about Toyota ignoring safety issues. This has simply put another nail in the coffin, making it that much harder for marketers to build credibility in their brands. [Read more →]

March 15, 2010   19 Comments