Description: Here it is: Six Pixels of Separation – Episode #711 – Host: Mitch Joel. There’s nothing harder than getting up onstage to speak in front of a room full of CEOs that run the world’s largest associations following one of the most successful business people from the luxury goods space. I felt like a bum… Read more »
Posts Categorized: Integrated Marketing Communications (IMC)
Oreo cookies owner Mondelez buys $1.2-billion interest in Canadian ‘two-bite’ brownies brand
Description: Mondelez bought a majority interest in Toronto-based Give & Go Prepared Foods Corp. from private equity firm Thomas H. Lee Partners Source: FinancialPost.com Date: Feb 26, 2020 Link: https://business.financialpost.com/news/retail-marketing/mondelez-bulks-up-with-1-2-billion-give-go-bakery-deal Questions for discussion: Why is this a good deal, from a marketing perspective? How else can marketers take advantage of the deal? What does this… Read more »
How to make sense of the latest tech surge
Description: In 2018 a new word entered Silicon Valley’s lexicon: the “techlash”, or the risk of a consumer and regulatory revolt against big tech. Today that threat seems empty. Even as regulators discuss new rules and activists fret about the right to privacy, the shares of the five biggest American tech firms have been on a… Read more »
Billionaire Les Wexner gives up control of Victoria’s Secret after failing to fix the struggling brand
Description: L Brands is selling a controlling stake in Victoria’s Secret after 82-year-old billionaire CEO, founder, and biggest investor Les Wexner proved unable to repair the once iconic lingerie brand. Source: Fortune.com – video report Date: Feb 20, 2020 Link: https://fortune.com/2020/02/20/billionaire-les-wexner-gives-up-control-of-victorias-secret-after-failing-to-fix-the-struggling-brand/ Questions for discussion: Why has the brand fallen out of favor? As a marketer,… Read more »
Tim Hortons rolls back Roll Up the Rim prize pool as it makes sweeping changes to contest in digital shift
Description: Paper-cup version to last for only two weeks of month-long program, value of prizes has been cut by more than half Source: FinancialPost.com Date: Feb 19, 2020 Link: https://business.financialpost.com/news/retail-marketing/tim-hortons-rolls-back-roll-up-the-rim-prize-pool-as-it-makes-sweeping-changes-to-contest-in-digital-shift Questions for discussion: What are the changes to the contest and why has Tim Hortons made these decisions? Do you think the data collected will… Read more »
Roku CEO Anthony Wood
Description: Roku CEO Anthony Wood talks about Roku’s business model, streaming technology and it’s relationship with content providers like Disney. Source: CNBC.com – video report Date: Feb 15, 2020 Link: https://www.cnbc.com/video/2020/02/14/watch-cnbcs-full-interview-with-roku-ceo-anthony-wood.html Questions for discussion: Summarize the key points made by Anthony Wood favouring the growth of streaming and Roku in particular. How is Roku complementing… Read more »
Board Games From the ’80s Are Rebooted for Generation X
Description: Updated favorites are sweet nostalgia for parents—and they just might separate today’s teens from their smartphones. Source: Bloomberg.com Date: Feb 21, 2020 Link: https://www.bloomberg.com/news/articles/2020-02-21/board-games-from-the-80s-are-rebooted-for-generation-x?srnd=premium Questions for discussion: Do you think this strategy of rejuvenating older board games and hobbies will succeed? What favors trying? How is Kickstarter helping this industry?
Coca-Cola introduces new brand platform as it vows to take a stand on social issues
Description: Coca-Cola is launching a new brand purpose, ‘Better when we’re open’, in Europe that will form the basis of its marketing this year and next as it looks to show it is a brand with a point of view. Source: MarketingWeek.com Date: Feb 13, 2020 Link: https://www.marketingweek.com/coca-cola-marketing-brand-purpose/ Questions for discussion: What do you think… Read more »
Surveillance Capitalism In Today’s Digital Age | Fortune Global Forum 2019
Description: In today’s digital age, data is on course to be the new oil and the strongest currency available. A look at how the commodification of data can change human behavior, widen the inequality gap, and reshape the future of capitalism. Source: Fortune.com – video report Date: Nov 18, 2019 Link: https://www.youtube.com/watch?v=2WYjZo9kNYI Questions for discussion:… Read more »
Tim Hortons overhauls loyalty program after giveaways put a big hole in sales
Description: Customers will now be able to accumulate points for more than just coffee Source: FinancialPost.com Date: Feb 11, 2020 Link: https://business.financialpost.com/news/retail-marketing/tim-hortons-had-a-rough-year-as-sales-tumbled Questions for discussion: Why was the older program not popular with franchisees? Is the new program better for franchisees, in your opinion? What would be a better promotional program?
Applied Marketing, 2e
Canadian Edition
