Not too long ago, although it seems like ages since we could attend conferences in person, I met a senior marketing executive from Farmers Insurance who told me that when his team was first presented with the Farmers jingle, they hated it. “Too hokey!” is what he said. But their vote was overridden by more […]
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5 Challenges Every Home Brand Must Overcome To Grow in the U.S. Market
Everyone has heard the adage, “The bigger the challenges, the greater the opportunity,” but often the reverse is true too: The bigger the opportunity, the greater the challenges. Both apply for home brands that aim to grow in the U.S. consumer market. “A modicum of success in the U.S. is the most common and ultimately […]
Bottega Veneta Shuts Down Its Social Accounts. Will It Start a Trend?
Without warning and with no explanation, Kering-owned Bottega Veneta just closed down its Instagram, Facebook and Twitter accounts. Its abrupt halt to social media promotion has left the luxury fashion world stunned. With e-commerce doubling its share of the personal luxury goods market in 2020, from 12% in 2019 to 23%, and with its share […]
Ikea Cancels Its Catalog, Breaking a Vital Link in the Customer Journey
As 2020 draws to a close, every retailer is ready to close the books on this most disruptive of years. Ikea is quite literally closing its books. It is ending the 70-year run of its iconic catalog. The Ikea catalog will be relegated to a museum, where it becomes a nostalgic reminder of days gone […]
Why work with a Marketing Consultant?
This post contributed by my American Marketing Group partner, Paul Friederichsen. Sometimes you just need experience, perspective, and creativity on your side at the strategic level. Having the right partner can either validate and enhance the direction you’re headed or help you with a much-needed course correction. Would you ask, “why work with an accountant?” […]