The TGIF 'Revolution' Is Nothing Without a Marketing Strategy†

Social Media Isn't Enough to Save a Weak Brand

Advertising Age, November 9, 2009 — If you were a first-time visitor from Mars and you happened to drop into a marketing meeting somewhere in the United States, you might assume that marketing people do nothing but talk about "TGIF."

That's Twitter, Google, the internet and Facebook.

There's no question these four revolutionary developments have forever changed the marketing function. Word-of-mouth has now become word of finger.

Starbucks Credits McD's, Cost Savings for Sales Improvement†

CEO Says Golden Arches' McCafe Launch Drew More Customers to Coffee Category

Advertising Age, July 21, 2009 — Starbucks Coffee Co. appears to be coming out of freefall — thanks, in part, to marketing by McDonald's. In a third-quarter-earnings call this afternoon, Starbucks CEO Howard Schultz credited margin improvements, cost savings and attention brought to the category by its rival's big-budget McCafe launch with helping to improve Starbucks' same-store sales. The chain's same-store sales fell 6% during its fiscal third quarter in the U.S., but that still bests the prior quarter, when same-store sales were down 8%

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.

This Season’s Must-Have: The Humble Coupon

New York Times, December 4, 2008 — THE faltering economy could mean renewed interest in coupons as shoppers refocus on the cost of the products they buy — that is, if they do actually buy anything these days. Coupons that offer cents off — or percents off — the price of things like groceries, clothing and restaurant meals are particularly popular when consumers need to stretch their dollars. So word that a recession began last December could bring an increase in the number of coupons offered by marketers, as well as redemption rates by consumers.

Wake Up Call†

Brandweek, November 11, 2008 — Given its recent financial struggles—at the core of which are weak sales that have forced the closing of about 600 of its U.S. stores through the first half of fiscal year 2009—the question many people are asking right now is: Can Starbucks get its mojo back?

Resolved to Keep on Marketing, Even in Tight-Fisted Times

New York Times, October 20, 2008 — Attendees of a big annual conference for marketers, held here last week, could have been forgiven for believing they had stumbled into a symposium for scholars of American history in the 1930s.

These are some of the words and phrases heard during the conference, the 98th annual meeting of the Association of National Advertisers: “financial crisis,” “scary,” “foreclosure,” “economic crisis,” “difficult times,” “the chaotic financial markets,” “devastating,” “under siege” and “unprecedented.”

Whether the members of the association — 400 companies that together spend an estimated $100 billion a year on advertising and other forms of marketing — are willing to stick to the spending plans they made “before the globe... continue reading

How Financial Services Marketers Should Deal with the Crisis of Confidence

Prophet, October 1, 2008 — As the global financial meltdown spreads, it’s clear that financial brands have been profoundly damaged by a crisis of confidence among their stakeholders. Brands that until

a few weeks ago were pillars of the community are today widely distrusted. Marketing leaders didn’t get financial institutions into this mess. But they will be instrumental in repairing the damage.

Starbucks Unveils New Strategic Initiatives To Transform and Innovate the Customer Experience

Also Announces Acquisition of The Coffee Equipment Company and its State of the Art Clover® Brewing System

Starbucks Corporate Site, March 20, 2008 — With more than 6,000 shareholders in attendance, Starbucks Coffee Company (NASDAQ: SBUX) today unveiled a series of innovative customer-facing initiatives at its Annual Meeting of Shareholders. Howard Schultz, chairman, president and ceo, shared his vision for transforming the Starbucks customer experience and reinforcing a strong foundation from which to grow. The announcements marked the next stage of Starbucks transformation following nearly three months of passionate work that began with Schultz’s return as ceo on January 7.

Kiwi Goes Beyond Shine†

Wall Street Journal, December 20, 2007 — For a century, Kiwi shoe polish remained pretty much the same — just over one ounce of colored wax in a palm-size tin embossed with the image of a kiwi bird.

But about two years ago, Sara Lee Corp., whose predecessor company, Consolidated Foods Corp., acquired the brand in 1984, interviewed 3,500 people in eight countries about their shoe-care needs. What it learned was "a shocker," says Kiwi President Paco Casa: People don't care nearly as much about the shine on their shoes as they do about how fresh and comfortable they are on the inside. On a list of more than 20 attributes people desired in their shoes, shine ranked merely 17th.

Teaching an Old Greyhound New Tricks

New York Times, December 3, 2007 — A venerable bus line that once asked travelers to “leave the driving to us” is leaving nothing to chance in a campaign to promote an ambitious makeover.

The campaign, for Greyhound Lines, part of a British company named FirstGroup, takes an upbeat tone with an assertive theme, “We’re on our way.”