Nike has seen better times, according to The Wall Street Journal. Many recent strategic choices have not worked to Nike’s benefit. Part of Nike’s current problematic situation is that Nike violated some critical brand-business building principles. Sure, there were extenuating circumstances as a result of Covid-19. But the pandemic and the way in which customers responded to imposed lifestyle changes are all the more reasons to apply, implement, and live by the essentials of proper...
Brands do not always survive financial engineering. Sears is an example. Bed Bath & Beyond is another. Toys R’Us is still struggling after a bankruptcy and collapse. Quiznos survived bankruptcy but is a small shadow of its former self.
Barron’s, the financial weekly, is suggesting that investors take a long look at convenience stores. Apparently, convenience stores, such as WaWa and Casey’s and others, have captured the attention and wallets of customers. With fresh, hand-crafted foods, beverages, other merchandise and, according to Buc-ee’s, “the cleanest restrooms in America,” convenience stores are fast-becoming go-to places for speedy, affordable on-the-go offerings.
In some companies, brand-building is the sole responsibility of the marketing team. The brand is seen as a consequence of advertising. However, this mode of thinking gets in the way. Every experience someone has in relation to a brand influences how they think or feel about it. The mind doesn’t discriminate between experiences curated by the marketing team and all other brand encounters. Customer experiences, for example, can be especially influential. They should all be...
When companies are formed, the founders often have a clear reason for starting the business. This often defines what the brand stands for and shapes all the decision-making.
