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If you ever wanted to try the infamous “New Coke” that resulted in global boycotts of Coca-Cola when it briefly replaced the classic formula, now is your chance. Of course, me being me, this post ended up turning into an academic discussion about long-term investing including a mini-case study of Coke over the past 34 years.
A recent experience involving my four-year-old nephew made me appreciate how powerful marketing is in motivating consumer behavior.
After writing about using words to your advantage in life and business, I began thinking of one of my all-time favorite mental models. It comes from legendary marketing psychologist Clotaire Rapaille, who wrote about it in his treatise “The Culture Code“. Before we get into that, let me say that Dr. Clotaire Rapaille caught my attention so…
Estee Lauder couldn’t get an ad agency to accept her company as a client because her budget was too small. Facing rejection after rejection, she decided to take the $50,000 she had set aside for marketing and try something new. Undeterred by the endless stream of “no”, she mailed direct samples to consumers, launched a virtually…
I love a morning when I get to start the day by talking about DuPont Return on Equity analysis, and Barilla’s not-so-subtle strategy to avoid reporting market share losses in the midst of its public relations meltdown is intelligent from an accounting and psychology perspective. This discussion will probably be interesting to the financial wonks…
In the 1930’s and 1940’s, the Carlay Company in Chicago, Illinois developed a candy coated dietary suppressant called Ayds. It sold the business to Campana Corporation. Campana was then sold to Dow Chemical. In the 1960’s, Dow sold the business to Purex and hired legendary Hollywood stars and other celebrities to endorse the product. In…
As some of you probably surmised from the Neiman Marcus and Community Coffee Company posts, I have been studying brands and brand equity for the past few weeks. It is a fascinating concept that exists because of the interplay between basic economics and human psychology. Most of the time, brand equity changes slowly. More rarely,…
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