How Walgreens Is Positioning Itself as a One-Stop Shop†

Brandweek, September 8, 2009 — Walgreens is introducing a campaign with a new slogan, "There’s a way,” today (Tuesday). The effort—by agencies Downtown Partners, Chicago; Digitas and Arc Worldwide—seeks to position the drugstore chain as a one-stop shopping destination and healthcare provider for consumers. Walgreens CMO Kim Feil (pictured left) said the campaign stemmed from consumer research, which found that many shoppers see the drugstore as a community resource, but yet, the company wasn’t communicating as such. In the past, Walgreens was much more focused on marketing all of its businesses separately, Feil told Brandweek in a recent interview. The drugstore chain is moving toward its new messaging with a TV spot, breaking today, which centers on the importance of flu... continue reading

Why Some Brands Cheer a Sour Economy†

Brandweek, October 12, 2008 — It is a good time to be McCormick spices. While not the sexiest of brands, "The taste you trust" is positioned extremely well for an economy that looks to be in a recession.

While many companies are suffering at the hands of one of the worst economic downfalls in the history of the country, others are quietly prospering.

"If you're a brand you eat, drink, smoke or wash yourself with, you're going to be OK," said Marc Babej, partner at the strategy firm Reason, New York.

"During tough times we typically point to certain categories/sectors," said William Madway, marketing professor at the Villanova School of Business. . . . [Still], every brand has the potential to be successful if they adapt to the economic realities."

Woman to Woman, Online

New York Times, August 14, 2008 — Heather Armstrong’s wickedly funny blog about motherhood, Dooce, is more than just an outlet for the creativity and frustrations of a modern mother. The site, chock full of advertising, is a moneymaking machine — so much so that Ms. Armstrong and her husband have both quit their regular jobs.