Value Is the New Green†

Wall Street Journal, March 13, 2009 — Until recently, being green was the best way for companies to demonstrate a sense of social responsibility, and for consumers to feel good about their purchases. Healthy food, hybrid cars, energy efficiency — these were the attributes that burnished brands.

But now green is taking a back seat to a new core value — value. Green hasn't gone away, but companies are having to consider their "value" equation to try to serve the millions of consumers who either can't afford premium experiences, or just don't want them anymore.

Circle of Saturn

Hub, March 2, 2009 — Jill Lajdziak says it’s the retail experience that makes the Saturn difference.

Between the time we spoke with Jill Lajdziak and the publication of this interview, General Motors announced plans to close Saturn. Well, here’s another news flash: This doesn’t necessarily mean the end for Saturn. And it certainly does not change the enlightened view Saturn brings to automotive retailing.

CEO nears 10-year goal to clean up a soupy mess

Conant's determined to take Campbell from 'bad' to best

USA Today, January 26, 2009 — Sip. Slurp.

Repeat.

That sums up the business plan at Campbell Soup before Douglas Conant took over as CEO eight years ago this month. It was the same old company doing much of the same old stuff it had been doing since it was founded in 1869. It had no clear direction. No red-hot brands. Its innovation cupboard was bare.

Pretty thin for a company whose basic product — soup — is held in such high esteem that the typical American home has six cans of Campbell's in the pantry.

Conant went to work. His self-described mission: to take a "bad" company and lift its performance to "extraordinary" by the end of one decade — that's by 2011.

Green Pragmatism

Eco-savvy consumers should be at the center of your brand strategy.

Hub, January 22, 2009 — Despite its Hollywood trendiness, the average person doesn’t go out and buy a Prius just to feel good about reducing his or her carbon footprint. Most people buy cars that meet their motoring needs and end up choosing a Prius because its environmental proof-points align with their personal requirements.

It’s the classic emotional/rational balance: a high-mileage vehicle from a respected, reliable manufacturer means lower consumption of greenhouse-gas producing (not to mention high price-volatility) fossil fuels.

The Prius appeal is a perfect example of green pragmatism, because the vehicle’s environmental benefits are used for more than just a “feel good” green spin — they are rational product proof-points. As a result, the consumers’... continue reading

As Consumers Try to Cut Back, Tropicana Promotes Quality and Value

New York Times, January 8, 2009 — HOW much does Tropicana want to become America’s main squeeze? Enough to undertake a major makeover of its advertising, marketing and packaging, centered on “squeeze” as a noun as well as a verb.

The campaign carries the typographically challenging theme “squeeze it’s a natural,” which is intended to evoke the way oranges are turned into Tropicana along with the warm way in which the company wants consumers to embrace the brand.

Survey: Wal-Mart Among Best 'Value' Brands†

YouGovPolimetrix places AIG at bottom of insurance heap

Adweek, November 4, 2008 — A recent survey by YouGovPolimetrix revealed that the slumping economy is having a significant impact on how consumers perceive brand value. Budget brands like Wal-Mart and Old Navy were ranked highest by consumers, while more upscale brands and financial services firms ranked lowest, reflecting a loss of consumer confidence.

FAO is A-OK!

David Niggli of FAO Schwarz retails the greatest toy story ever told.

Hub, November 3, 2008 — When last we left FAO Schwarz, we left it for dead. Every single one of its stores was closed, and it was in Chapter 11 bankruptcy. That was five years ago. Today, as David Niggli, FAO’s president and chief merchandising officer will tell you, it’s a whole new story. His explanation for its remarkable comeback story is remarkably simple. He says that all FAO Schwarz has done is what every great brand does when it loses its way: It re-ignited what made the brand great to begin with.

Stay-at-Home Trend Feathers Samsung Nest†

Fewer Families Going Out Means More Sales of HDTV, Sound Systems

Advertising Age, November 3, 2008 — Steven Cook came to Samsung Electronics America a little over a year ago, after 13 years at Coca-Cola and another 13 years before that at Procter & Gamble. Mr. Cook said Samsung now sits at No. l or No. 2 in most of its product categories, similar to successful classic consumer-package-goods makers. With the commoditization of electronics — much like package goods — his job is to continue to differentiate Samsung as a premium brand.