brand strategy

No Brands are Safe as Lafley Takes Apart P&G to Rebuild It

Posted by Dale Buss on August 19, 2014 04:39 PM

The first time around running Procter & Gamble, CEO A.G. Lafley was in an expansionary mindset that prompted the CPG giant to acquire Gillette, swoop up and deploy outside innovations such as the Crest Spinbrush, and beef up brand after brand and market after market to transform the company into a global consumer-good marketing juggernaut.

Not so much this time around. In his second turn as chief, Lafley is addressing questions about P&G's business model that are just as fundamental as during his first tenure. But the answers he's been coming up with are much less pleasant, as he forges a strategy based on cutting costs, reorganizing operations and shedding many of the 100 underperforming brands that he's currently reviewing as he tries to re-energize a company beaten down by the slow-growth economy and challenged as never before by CPG rivals. His idea is to turn fewer, better-performing brands into greater growth engines for the company.

News of possible gambits for Lafley, quite naturally, have been popping up since he announced the strategy earlier this month. Braun shavers—which just returned to TV thanks to a new partnership with the NFL—and Duracell batteries are the two largest assets likely to be divested, Reuters reported based on sources. Cheer and Era laundry detergent brands may also end up on the chopping block, the Wall Street Journal reported. Continue reading...

branded entertainment

Branded Content Watch: Hate On Spirit, Gillette Shaves, BMW Sails and more

Posted by Abe Sauer on July 11, 2014 04:55 PM

DI-Cry: Chilean home improvement brand Sodimac punches you in the heart with its emotional ad about a dad and his daughter. But if after 10 seconds you feel your cold, cynical heart taking over again, we've got something perfect for you below.

Haterz 'Gonna Advertise: Give Spirit Air some credit for carrying around their brand's cajones in a dump truck. The airline's new campaign—found at hatethousandmiles.com—encourages exasperated travelers to "unleash the hate" on social media about Spirit Airlines. (The sub-text: "Or maybe you’re one of our fans—feel free to share some love, too.")Continue reading...

brand news

Brand News: Moshi Monsters Network, Apple Gears Up for iWatch and more

Posted by Shirley Brady on July 4, 2014 10:48 AM

TOP STORIES

BBC veteran family entertainer Rolf Harris jailed for sexually abusing minors as News Corp. sees former News of the World editor sentenced in phone hacking trial.

Apple poaches Tag Heuer sales exec ahead of iWatch launch.

Moshi Monsters launches walled garden social network for kids called Popjam.

YouTube does U-turn over blocking independent music labels.

US privacy watchdog files FTC complaint over Facebook psychological research.

MORE BRAND NEWS:

Amazon gets caught up in EU tax crackdown.

Berkeley, CA, readies America’s first soda tax

Bitcoin faces backlash as EU tells banks to steer clear.

Bonobos lands $55 million in backing to open brick and mortar stores.

Canada’s CRTC receives deluge of complaints following anti-spam law.Continue reading...

brand news

In the News: Microsoft, Facebook, AT&T and more

Posted by Dale Buss on February 4, 2014 09:08 AM

In the News

Microsoft confirms rumored frontrunner Satya Nadella as new CEO. Bill Gates is stepping down as chairman but remaining on the board.

Facebook celebrates 10 years by thanking its 1.23 billion members as rumored "teen problem" may be overblown

AT&T hails Olympians with new app.

Lenovo and Sony reportedly eye PC business alliance.

Nestle sells PowerBarMusashi brands to Post.

Alfa Romeo names new rear-wheel drive platform “Giorgio.”

AppleMicrosoft join carriers in $750M pledge to education.

Apple is reportedly building out its own content delivery network.Continue reading...

olympic effort

Brands Build Connections with Personal Stories Ahead of Sochi

Posted by Mark J. Miller on January 29, 2014 02:56 PM

Emotions are running high ahead of the 2014 Winter Olympics that are set to debut in less than 10 days. General excitement, but deep reservations about the global event being held in Sochi, Russia have dominated discussions leading up to the start of competition on Feb. 7, with concerns over security and athlete and spectator safety top of mind following Russia's condemnation of the LGBT community and threats of terrorism

That may be part of the reason why marketers tied to the Games seem to be focused on the personal stories of Olympians and not the Games themselves. Everyone from Blue Diamond almonds to Citi Bank and P&G are telling tales of personal hardship and triumph in the face of adversity—a sobering topic in the sports world and beyond that has seen direct attacks in the past year.

Aiming to inspire and motivate while the swirl of protests build around them, brands are highlighting little-known and star Olympians, their families and their support systems in various ways across multiple media channels.Continue reading...

brand challenges

Gillette, Schick Get Stung by Growing Fact: Men Just Aren't Shaving as Much

Posted by Dale Buss on January 29, 2014 11:10 AM

Who or what is at fault? Permastubble? The Robertsons, the Giants and the Red Sox? Movember? Startup competition?

Procter & Gamble is being nicked these days by a distinct drop in demand for its Gillette blades and razors, which control about 80 percent of the US market. Fourth-quarter sales in P&G's grooming segment only rose by 3 percent because of higher prices, because the company said volume contracted in the developed world.

Theories abound about what's to blame. "First," P&G CFO Jon Moeller told investors last week, "is reduced incidence of shaving." In fact, some theorize, men in the developed world simply aren't shaving as much as they used to. It also helps that permastubble has become something of a fashion statement—or at least has become increasingly acceptable in an increasingly casual business and cultural environment in the western world.Continue reading...

brand news

In the News: Samsung, Ford, Puma and more

Posted by Dale Buss on January 28, 2014 09:23 AM

In the News

Samsung keeps lead over Apple as Chinese smartphones gain share and evidence mounts that iPhone mania wanes.

Ford posts bullish earnings as company and James Franco get a jump on GM in Super Bowl promo.

Puma outfits English soccer club in brand-renewal attempt.

AT&T sees overwhelming demand for Beats music service.

Bitcoin exec accused of money laundering.

Comcast and Charter near deal for Time Warner Cable systems.

Disney finds success with ESPN app.

Gillette promotes Sochi Olympics campaign.

Girl Scouts test gluten-free cookies.

Google sees less geeky future with new glass designs, adding VSP prescriptions.

HSBC apologizes for UK ATM snafu. 

Honda exported more vehicles from US factories than it imported from Japan last year.Continue reading...

brands with a cause

Brands Get Hairy for Movember and Men's Health Awareness

Posted by Mark J. Miller on November 5, 2013 07:15 PM

It's less than a week into November, but thousands of men across the globe are already starting to look a little scraggly. By the time the month is out, the once baby-faced male population will be donning full bears, fancy handlebar mustaches, or better yet, the Fu Manchu.

That's right: it's Movember–the global effort to raise awareness around various men's health issues. And just as brand's turned themselves pink last month for breast cancer awareness, plenty of brands are getting a little hairy to throw their support (and marketing dollars) behind the global cause. 

Movember, which grew out of a conversation between two pals in an Australian pub back in 2003, and raised $147 million last year, has grown out its whiskers into a full-blow branding beard. So much so that this year, the Just For Men haircolor brand has become an official sponsor, according to the New York Times.

“Here’s to the Movember mo bros, bravely growing mustaches to change the face of men’s health,” a voice-over says at the start of the brand’s new commercial. “They’ve never let gray mess with their mo.” Revenue from the sales of one product specially packaged for the month will go to the cause.Continue reading...

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