It appears there’s a bit of a (pardon the pun) Tidal wave bearing down on the music industry these days and everyone is scrambling for the lifeline that is Taylor Swift. From the star-studded launch of Jay Z’s $56 million dollar music-streaming acquisition Tidal, to the legislative debate over radio royalties, to the rumors swirling […]
Month: April 2015
Tecate’s Knockout Sponsorship: Is It the Right Move?
After years of disputes and negotiations, the most anticipated fight in recent history is set to occur on May 2nd. Floyd Mayweather and Manny Pacquiao will meet in the ring for the “Fight of the Century.” But, are they the only ones strategizing on how to win? Another contest has been brewing behind the scenes […]
A Discussion with Helen A. Buford, Executive Vice President, Denneen & Company
1. What advice do you have regarding effective assessment of a market? There are many keys to conducting an effective market assessment. A lot of research and investigation is required to do the fundamentals properly – evaluating historic category trends, projecting future category growth (which can be a challenge if data is limited for niche […]
The Execution of a Dying Brand
Recently Michael Jeffries, CEO of Abercrombie and Fitch since 1992, was forced out of the faltering retailer following 11 consecutive quarters of declining sales. Jeffries had been the driving force behind the revitalization of Abercrombie when he took the struggling company with fishing and hunting origins and repositioned it as the “it brand” for teen […]
The power of music in advertising: Delta Airlines utilizes great music to make a highly engaging spot
Engaging drama, brand beauty shots, a clear and compelling benefit, and heart/mind opening messages can all contribute to making an ad that resonates with consumers, elicits high brand recall, and drives purchase intent. However, given the increased clutter across every communication platform, and the consumer’s ability to more easily skip over ads, creating a message […]
Perceptual Brand Mapping: An Effective and Efficient Tool for Marketers
There is a power to pictures – and that is the reason that perceptual brand mapping can be such an effective tool for marketers. Perceptual brand mapping is the visual plotting of specific brands against X and Y axes, each representing brand attributes that are known to be drivers of brand selection. Done well, a […]
