Description: The bike maker Peloton announced Tuesday morning a multiyear partnership with singer-songwriter Beyonce to produce exclusive content with her music for its streamed workout classes. Source: CNBC.com – video report Date: Nov 10, 2020 Link: https://www.cnbc.com/2020/11/10/beyonce-and-peloton-in-multiyear-content-deal.html Questions for discussion: Explain the fit between these two brands. Why has the stock done so well? What further advice… Read more »
Posts By: Brahm Canzer
If Restaurants Go, What Happens To Cities?
Description: When the Church Brew Works opened in 1999, it amounted to a rare bit of good news for the Lawrenceville neighborhood of Pittsburgh. Its population had shrunk by half since 1960. A quarter of its residents were over 65, mostly old-timers who once worked at the steel mills that hugged the Allegheny River. Source:… Read more »
Advertising Directly to Consumers in Their Homes
Description: Americans have settled into a pandemic-induced homebody existence, and advertisers can recalibrate their content to reach consumers in every room of the house Source: AMA.org Date: Oct 27, 2020 Link: https://www.ama.org/marketing-news/advertising-directly-to-consumers-in-their-homes/ Questions for discussion: What does the report say about consumer behavior and the reasons? How stable do you think the new behaviors are… Read more »
How to Turn Your Customer Base Into a Community To Help Your Business Succeed
Description: When people feel like they are part of something, good things happen. Source: Entrepreneur.com Date: Nov 04, 2020 Link: https://www.entrepreneur.com/article/355841?utm_source=newsletter&utm_medium=email Questions for discussion: In a general sense, what does the report suggest to marketers? Create a sample for each of the three areas for a firm like Apple?
Canopy Growth launches new CBD drinks in Canada, U.S. challenges loom
Description: Canopy Growth (WEED.TO)(CGC) has launched CBD-based drinks aimed at pushing beverage-based pot beyond occasions where it’s socially appropriate to get high. While the Canadian pot giant continues to expand its infused drinks lineup at home, challenges lay ahead as the company looks toward the American market. Source: Yahoo.Finance.com Date: Nov 05, 2020 Link: https://ca.finance.yahoo.com/news/canopy-growth-launches-new-cbd-drinks-in-canada-us-challenges-loom-112046506.html… Read more »
Increased Screen Time for Children and Teens Is Likely Here to Stay
Description: The screen-time wars are over in many households, with parents having surrendered en masse. In a period when large numbers of parents and school kids are stuck at home with one another, this is one battle many parents choose to forego, at least for now. Source: eMarketers.com Date: Nov 04, 2020 Link: https://www.emarketer.com/content/increased-screen-time-children-teens-likely-here-stay?ecid=NL1001 Questions… Read more »
Why Isn’t Your Brand Bigger? The Data Point to One Answer
Description: Gallup’s workplace data suggest that the most likely cause of your brand problems is not related to marketing dollars. Source: Gallup.org Date: Nov 04, 2020 Link: https://www.gallup.com/workplace/323165/why-isn-brand-bigger-data-point-one-answer.aspx Questions for discussion: What does the Ed Boyle say is misunderstood by most businesses? What should management focus on in order to improve their brand and profitability?… Read more »
Coronavirus Spurs Brand Innovation
Description: As miserable and devastating as coronavirus is, there is exceptional creativity happening around us. When we finally arrive at the other side of a national vaccine, we will see a changed brand-business world of remarkable new ideas. What is amazing is that some of this innovation is already underway. Source: Forbes.com Date: Oct 26,… Read more »
Americans Plan to Scale Back on Holiday Spending This Year
Description: WASHINGTON, D.C. — Americans predict they will spend an average $805 on Christmas gifts this year, significantly below their estimate a year ago ($942) and the lowest October holiday spending projection Gallup has measured since 2016. The sharp decline in Americans’ spending intentions since 2019 points to weak holiday sales for retailers. Source: Gallup.org… Read more »
The Resurgence of Branded Recipes for Home Cooks
Description: As consumers return to their kitchens and lean on reliable brands during an uncertain year, we revisit the great American marketing tactic: the branded recipe Source: AMA.org Date: Oct 09, 2020 Link: https://www.ama.org/marketing-news/a-tablespoon-of-trademark/ Questions for discussion: How does the marketing aimed at “cook-at-home” of yesterday compare to the strategies being used today? What are… Read more »
Applied Marketing, 2e
Canadian Edition
