Posts tagged “Brand Management

The Price of Admission

Posted on September 26, 2015

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Walmart does it, one of my clients claimed this week as justification. And yes, Walmart goes even further than my client suggested. They ask for discounts based on global currency fluctuations and otherwise squeeze their suppliers in just about every way imaginable. I know a vendor who received emails from her Walmart buyer asking to be called immediately…the buyer didn’t want to initiate the calls and incur the long-distance phone charges. It is difficult to do business with Walmart. It can be costly. There is a high price of admission. Why would anyone deal with it? Because they are getting distribution to thousands of retail outlets, access to millions of potential customers and a potential slice of billions in revenue per year. But…are you Walmart? *

Wholesome

Posted on September 20, 2014

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In consumer products news, Honey Maid continues their ‘wholesome’ advertising campaign launched earlier this year. The choice of words is particularly ironic as Kraft/Mondelez, the owner of Nabisco, has stated through their attorneys that non-quantifiable, non-verifiable, generalized, vague and unspecified assertions – like wholesome, sensible snacking and smart choices – constitute ‘mere puffery’ upon which a reasonable consumer could not rely. Fortunately for Mondelez, there are apparently enough unreasonable consumers whose appreciation for families is best expressed by eating graham crackers: UNBLEACHED ENRICHED FLOUR (WHEAT FLOUR, NIACIN, REDUCED IRON, THIAMINE MONONITRATE {VITAMIN B1}, RIBOFLAVIN {VITAMIN B2}, FOLIC ACID), GRAHAM FLOUR (WHOLE GRAIN WHEAT FLOUR), SUGAR, SOYBEAN OIL, HONEY, LEAVENING (BAKING SODA AND/OR CALCIUM PHOSPHATE), SALT, SOY LECITHIN, ARTIFICIAL FLAVOR. *

A Look at Shinola

Posted on July 21, 2013

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An old shoe polish brand is on the rise. Shinola, defunct since the 1960s, has been revitalized as an American-made watch, bicycle, and lifestyle goods brand with assembly in downtown Detroit. Using the Detroit connection, an emphasis on craftsmanship and guidance from Tom Kartsotis (the founder of Fossil), Shinola has expanded distribution into a variety of high-end retailers and a storefront in New York. A visit to the retail store in Midtown Detroit shows Shinola has even brought back the shoe polish: *

The Luxury Brand Playbook

Posted on May 5, 2013

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The luxury brand playbook, as detailed in Dana Thomas’ Deluxe: How Luxury Lost Its Luster: Emphasize heritage and timelessness Enhance the design Advertise the entire package relentlessly This shifts the focus from what a product is to what it represents. Opportunities to do this are often lost. “If you control your factories, you control your quality. If you control your distribution, you control your image.” – Bernard Arnault ∗