Branding Beyond the Brief Elsewhere on the world wide web, there is a challenge to state the difference between a brand and a commodity in a sentence or less. Many marketers answered the challenge. After
It’s Not A Pink Slip, It’s a Blank Page The CPG Branding and Marketing Forum is not a job board. The forum typically doesn’t have pieces of career advice or listings of job hunting techniques. There
Tabasco Heats Things Up with Social Media Facebook asked me to become a fan of Tabasco the other day. Of course, I responded immediately. I’ve been a Tabasco enthusiast for as long as I can remember. While
Nothing Stops Leaks Better. You may or may not have kids of your own. You may have never changed a diaper. I know I never did before I had kids (thankfully they’re older now). Regardless of
Energizer Sales and Support Are Up According to Jack Neff’s recent Advertising Age article, Zhu Zhu Pets may have helped the battery category through the holidays, but it may not be the only thing powering
Can a Package Leverage Promotional Excitement? I don’t drink Coors Light, but I’ve seen the commercials on TV. The coaching press conference spots are memorable, the silver train is
Pepsico Throws Back with Real Sugar Pepsi and Mountain Dew I’m a little confused. Isn’t Pepsi the choice of a new generation—the opposite of Coke’s “Real Thing”? Although the cola was first introduced in the 1890’s,
Ritz Opens Fun with Glitz and Sub Brands OK, I get it. Ritz is the King of Crackers (it’s alright, folks. I don’t have a cracker obsession, but my kids might). The flaky, buttery cracker’s—first
Procter & Gamble Bets on Clean It’s hard to live in Cincinnati without following Tide laundry detergent—at least for a branding and design professional. Initially introduced in the 1940’s “America’s Washday Favorite” has become an