Maybe it’s all the Black Friday deals, the subsequent retail promotions intended to drive sales through the holidays, or perhaps City Sports’ up to 40% going out of business sale that I see every morning on my way to work that have me thinking about “up to” claims. What are “up to” claims? To me, […]
Month: December 2015
Nike’s Deal of a Lifetime
Nike recently announced that they had inked a lifetime sponsorship deal with LeBron James that some estimate could be worth as much as $400-$500 million (how’s that for lifetime value). With shoe sales of Nike’s Jordan brand exceeding $2.6 billion in 2014 alone (per Forbes), this might actually be a wise investment, especially if James […]
Marketing Metrics to Drive Business Growth
It is estimated that more than a trillion dollars are spent each year through marketing activities – and that between 15% and 30% of those dollars are “wasted.”1 That’s right – wasted. Understandably, senior marketing leaders are under increasing scrutiny and pressure to prove the value of their marketing investments – however two of three […]
David with Goliath: How Craft Beer Can Benefit from Acquisition by Megabrewers
*Image courtesy of Bloomberg Businessweek Most craft beer brewers have long considered mainstream beer producers the enemy, with one brewery going so far as to label one of its beers with, “Corporate beer still sucks.” The general attitude across the craft beer industry is that many craft brewers would “never, never sell to AB InBev, […]
