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mackalski on marketing: April 2013

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Perspectives and commentary on marketing, brands and business. Monday, April 15, 2013. Aston Gets Grilled By Ford. Ask car aficionados which brand of car this is:. You’ll most likely get this response: Aston Martin Vantage. The Vantage has a price tag north of $150,000. But it also looks like the Ford Fusion’s grill. The Fusion’s price? Has the classic design of the Aston Martin grill been ripped off? The purpose of this is straightforward. Just think how Louboutin aggressively protected its red-soled sh...

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mackalski on marketing: December 2012

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Perspectives and commentary on marketing, brands and business. Tuesday, December 4, 2012. The Kitty that Roars with Licensing Gusto. Which characters are the kings and queens of licensing? Seriously, take a minute to think about it and make some guesses. Your intuition might lead you to Mickey Mouse, or to Winnie the Pooh, or to superheros like Spiderman or IronMan, or maybe to Pixar characters like Nemo and Lightning McQueen. What about Star Wars? The luggage handlers drive Hello Kitty equipment. Accord...

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mackalski on marketing: February 2013

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Perspectives and commentary on marketing, brands and business. Tuesday, February 12, 2013. The Life Time Value and Company Values. Take time to ask his front-line employees how they were doing. I was one of them. I was the guy stocking shelves, pushing carts, bagging groceries for the cashiers (usually selecting the ones that I had crushes on! And answering price-checks. He knew that we were his front line employees when dealing with customers and we better keep the customers happy. In short, they are sa...

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mackalski on marketing: Measuring the short-term spillover impact of a product recall on a brand ecosystem

http://mackalskionmarketing.blogspot.com/2015/07/measuring-short-term-spillover-impact.html

Perspectives and commentary on marketing, brands and business. Saturday, July 11, 2015. Measuring the short-term spillover impact of a product recall on a brand ecosystem. I've put some research into the publication pipeline lately. Here's the abstract from the forthcoming Journal of Brand Management. It's an article I worked on with my co-author Jean-Francois Belisle. You can check out the full article here. Or contact me and I am happy to chat about it. Subscribe to: Post Comments (Atom). Mackalskionma...

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mackalski on marketing: September 2013

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Perspectives and commentary on marketing, brands and business. Thursday, September 12, 2013. Five Hole: Non-profit Experiential Branding. Here's a question for you. What percentage of food produced never gets to the belly because goes into the garbage? I had a chat with a former CEO of one of the world's larger grocery chains who is now an advocate on food waste reduction. His response:. Between 30% and 50% is wasted.". The UN backs up his number at 33%. 1 in 6 Americans face hunger. With stats like ...

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mackalski on marketing: October 2014

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Perspectives and commentary on marketing, brands and business. Friday, October 31, 2014. Brands as symbols: they play the game well. A lot of research has been done on this topic and authors like John Quelch have written very eloquently on how some brands (e.g. McDonald's and Coke) even serve as globalization/Americana symbols on the geo-political stage. Combatting Coke and Pepsi's Americana is actually the raison d'etre of French-based competitor Mecca Cola. Mecca Cola Coke Pepsi. Last night I was cooki...

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mackalski on marketing: August 2013

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Perspectives and commentary on marketing, brands and business. Sunday, August 25, 2013. Unlocking the VAULT: Why things go viral. Making a positive viral communication is one of the holy grails of marketing and branding. Tonight, my blog post is a synthesis of some of the best academic and practitioner work on what drives virality. Let's start off with some questions. Why are some pictures re-Tweeted and others don't get a single chirp? Why are some YouTube videos passed on? What drives online virality?

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mackalski on marketing: July 2014

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Perspectives and commentary on marketing, brands and business. Tuesday, July 15, 2014. Germany wins the World Cup, Viewership and Sponsorships. The World Cup is over. My German friends are still shouting "tooooooooooooor"with a pint in hand - and my Argentine friends are still feigning a smile. We now know that Benedict has a stronger link to the Big Guy than Francis. We can see that the Dutch and Germans have the highest percentage share of viewers. The full video is here. Monday, July 14, 2014. He has ...

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mackalski on marketing: July 2013

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Perspectives and commentary on marketing, brands and business. Monday, July 8, 2013. Is Sobeys the Safeway? So, whenever I see headlines about grocers I get excited. When the topic involves branding and groceries, I get very excited. Here's what caught my attention last week: Sobeys to buy Safeway Canada for $5.8 billion. Then the national-news text:. Marc Poulin, president and chief executive of Sobeys Inc., said the company is not sure whether it will be re-branding the Safeway stores.". Safeway and So...

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mackalski on marketing: November 2014

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Perspectives and commentary on marketing, brands and business. Friday, November 28, 2014. Another Tweet that needed to be reThunk. Thanks Al for this forward on another bad marketing tweet! This one courtesy of Malaysia Airlines. The brand that lost 2 planes (and hundred of passengers) this year. (In March, Flight 370 vanished between Kuala Lupur and Beijing; In July, Flight 17 was shot down over the Ukraine). The response hasn't been very good to the tweet, which has been removed. For each of the last t...