Good enough to share: It's May already edition ~ Brand Mix

Friday, May 2, 2008

Good enough to share: It's May already edition

Here's my weekly summary of interesting and entertaining posts and articles. More at the bottom of the page in "Martin's Shared Items:

1) Chicago nightclub to pay for serving fake Red Bull energy drink: Chicago Tribune
A Chicago has been ordered to pay $500,00o after people working undercover were served another energy drink when they ordered a Red Bull. Hats off to Red Bull for its super-aggressive "on-brand" protection of its trademark. Most manufacturers have been much more timid with their channel "partners."

2) Of Branding and the Parent Company: Jack Trout
"How does a Tyco or a United Technologies or even a General Electric get investors excited about a company that's in multiple businesses?" Not by creating a brand for the parent company, according to Jack. A waste of money, most of the time, he says. But if a company can't articulate its purpose, does it have one?

3) Trucks and Gorillas: Dim Bulb
Cadbury's had huge success last year with a gorilla drumming ad. It was a one-off stroke of genius and the company has been stuck ever since trying to recapture that moment of glory. Unsuccessfully, according to Jonathan.

4) Brand Management: The Hilfiger lessons: Brand Strategy Insider
"Growth and success are the two biggest enemies of all strong brands." Mark Ritson explores the rise and fall of the Tommy Hilfiger brand pointing out the brand management lessons learned along the way.

5) Hell's i-Pod: Bolus
The essential guide to the very worst of "musical excrescence" from the 60s and 70s including: "Seasons in the Sun," "You Light Up My Life" and "Honey." Click on them, if you dare.

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