Consumers Eat Up Meat Marketers' Gourmet Branding†

They May Not Know What Angus Is, Exactly, but Diners and Shoppers Shell Out for Higher Quality

Advertising Age, May 7, 2007 — Quick: what's Angus — a cut of beef or a bovine breed?

When Hardee's asked the question four years ago, many respondents didn't know. "They weren't really sure, but they did know it was better quality," said Brad Haley exec VP-marketing for parent CKE Restaurants.

And that's the point. Consumers might be confused by the nuances that separate Angus, Kobe and other high grades of meat, but they are still willing to pay more for primo proteins — good news for a $100 billion wholesale-meat industry with notoriously slim margins and growth that limps along at the same rate as the population. (Angus is a breed, by the way.)

For New Chief, BP’s Problems Range From Rusted Pipes to a Tarnished Image

New York Times, May 4, 2007 — Tony Hayward’s honeymoon is likely to be quite brief. Mr. Hayward, the newly named chief executive of BP, had been settling in for a smooth transition, traveling around the world to meet with employees and government officials as he prepared to take over the top spot at the London-based oil company in August. But he was hastily moved into the top job on Tuesday after John Browne quit in the midst of revelations about his personal life that had prompted him to lie to a court.

Gap Tests New Designs to Pull Out of Dive†

Wall Street Journal, April 25, 2007 — Gap Inc. clothes will grace the cover of Vogue's May issue for the first time in more than a decade, highlighting its partnership with up-and-coming fashion designers. Gap? And Vogue? Sounds like a stretch, but industry watchers applaud the splashy debut of the San Francisco company's latest collection of women's bow-detailed blouses, trapeze mini-dresses and tie-neck shirts with puffed sleeves.

How Xerox Plans to Position Itself as the Cool Copier Company†

Marketer Looks to Develop a More Casual Image With Viral Push, Second Life Presence and Blogs

Advertising Age, April 16, 2007 — Remember when Xerox was "The Document Company"? Now how about Xerox, the viral marketer? Or Xerox, the Second Life island builder? Or even Xerox, the employee-blogging company? That's the kind of transformation Xerox is hoping for. Its recent digital efforts are attempts to bring words such as "fun," "energetic" and even "exciting" to its stalwart brand image of quality and reliability.

How to Turn Trash Into Treasure†

Smaller Firms Hone Ways To Revive 'Orphan' Brands Cast Off by Large Companies

Wall Street Journal, April 13, 2007 — When Martin Franklin, chief executive of Jarden Corp., acquired Coleman camping goods two years ago, he knew he was taking on a tired business. Coleman, though still selling its familiar coolers and lanterns at discounters such as Wal-Mart Stores Inc. and Target Corp., had few new products in development after its previous owner had filed for bankruptcy protection. What's more, it was caught in a waning interest in outdoor recreation as young people increasingly turned to digital adventures rather than the wild.

For Bulgari, a New Look and New Ventures

New York Times, April 6, 2007 — Nicola Bulgari entered his Manhattan office like he owned it, which, of course, as the grandson of Sotirio Bulgari, the great Roman jeweler, he did. In the big room, whose windows overlook Tiffany and Vuitton, almost everything looked fairly old, at least since the last generation, including the portrait of his father leaning against the wall, still unhung. Only a new white sofa stuck out. It did not match his sensibility.

Volvo Goes Beyond Safety

To increase sales, Volvo's new brand strategy aims to convince drivers that its cars aren't just about safety. Will they respond?

BusinessWeek, March 22, 2007 — Volvo Cars is hoping to have a new brand strategy, or at least a new idea for one, by late April, when it names a new global advertising agency to handle the company's image worldwide. As it plows through the process, though, it's difficult for outsiders to understand why a brand so singularly identified with safety and trust should need a new strategy.

Lessons in motivating the staff†

Financial Times, March 20, 2007 — JC Penney is one of the grand names of US retailing, tracing its history back to 1902 when James Cash Penney opened its first store in Kemmerer, Wyoming. But as the 20th century was winding down, it looked a little as if JC Penney might go the same way. In 1999, together with other retailing stalwarts, its stores were facing the rising challenge of Wal-Mart and Target, the mass discounters.

Metamucil's New Motto: Be Beautiful on the Inside†

Wall Street Journal, March 20, 2007 — Beauty is in the eye of the beholder. Yet it isn't usually associated with Metamucil, a fiber supplement intended to relieve constipation. Procter & Gamble wants to change that. New TV ads for the company's Metamucil fiber supplement starting today carry the tagline "Beautify Your Inside" and resemble spots selling cosmetics. One shows women applying mascara, styling their hair and putting on lipstick. The first glimpse of Metamucil, in new, bright packaging, is its reflection in the mirror of a powder compact.

Looks Who's Calling Itself 'Sparkling'†

Coke Drops the Word 'Carbonated'

Advertising Age, February 19, 2007 — If he pulls this off, E. Neville Isdell could go down as the sultan of spin. Several times during a fourth-quarter earnings call with analysts, Coca-Cola's Chairman-CEO refrained from using the tired old term for the weakening category in which his company's flagship competes. At least a dozen times during the call, the word "carbonated" was swapped with a far more friendly term, "sparkling," while the word "still" was used in place of "noncarbonated."