Description: Bob Dylan, Paul Simon, Tina Turner and others have all sold rights to their music for eye-popping prices. Here’s why. Source: NYTimes.com Date: Dec 20, 2021 Link: https://www.nytimes.com/2021/12/20/arts/music/bruce-springsteen-catalog.html? Questions for discussion: Summarize what has happened to the music industry and the explanations for why events have unfolded as they have. Explain the Springsteen deal…. Read more »
Posts Categorized: Product Brands and Branding
Holiday Ride – Chevrolet
Description: Stories of love are always a holiday classic. And in this holiday film, it’s felt through the heartwarming and sometimes heart-wrenching memories of a classic 1966 Chevy Impala. Source: YouTube.com – video report Date: Dec 13, 2021 Link: https://youtu.be/c4-oyBnknHk Questions for discussion: Who is the target audience? Summarize the messaging in this ad. What… Read more »
Keurig Canada fined $3M over misleading coffee pod recycling claims
Description: Keurig Canada Inc. has reached a settlement agreement with the Competition Bureau of Canada stemming from the company’s claims over the recyclability of its single-use K-Cup coffee pods. Source: BNNBloomberg.ca – video report Date: Jan 06, 2022 Link: https://www.bnnbloomberg.ca/keurig-canada-fined-3m-over-misleading-coffee-pod-recycling-claims-1.1704185 Questions for discussion: Do you think this publicity will hurt the brand? How should the… Read more »
The Big Question: Could Peloton Sue Over Its ‘And Just Like That’ Appearance?
Description: A Peloton stationary bike played a pivotal role on the new HBO Max “Sex and the City” revival, whose premiere preceded a drop in the company’s stock price on Friday. Source: NYTimes.com Date: Dec 11, 2021 Link: https://www.nytimes.com/2021/12/11/arts/television/peloton-sex-and-the-city.html? Questions for discussion: What are the legal issues and risks related to product placements? What is… Read more »
Will Lush’s Decision to Deactivate Social Media Pay Off?
Description: Shutting down social media accounts is a risky move for any retailer, especially one that markets products to younger consumers glued to the endless scroll. But Lush cosmetics company CEO Mark Constantine doesn’t care about the cost. Source: knowledge.wharton.upenn.edu – podcast Date: Dec 07, 2021 Link: https://knowledge.wharton.upenn.edu/article/will-lushs-decision-to-deactivate-social-media-pay-off/ Questions for discussion: What does the report say about… Read more »
Amazon is making its own containers and bypassing supply chain chaos with chartered ships and long-haul planes
Description: For years, Amazon has been quietly chartering private cargo ships, making its own containers, and leasing planes to better control the complicated shipping journey of an online order. Now, as many retailers panic over supply chain chaos, Amazon’s costly early moves are helping it avoid the long wait times for available dock space and workers at… Read more »
Condé Nast Knows Faded Glory Is Not in Style
Description: Anna Wintour is the embodiment of the glory days of the magazine dynasty. Now she is pitching its global, digital future. Source: NYTimes.com Date: Dec 04, 2021 Link: https://www.nytimes.com/2021/12/04/business/media/conde-nast-anna-wintour.html? Questions for discussion: What has happened to this business in recent years? How has the company responded? What would you advise the firm do today?… Read more »
From $0 to $7 billion: Here’s how Swiss running shoe company On is becoming one of the hottest sportswear brands
Description: On is a Swiss running shoe company that is the brainchild of Olivier Bernhard, a six-time Ironman champion and former professional triathlete. In just 11 years, the upstart company went from zero to a valuation over $7 billion. This is the story about how a two time world champion and his friends landed Roger… Read more »
Olympic diver and knitter Tom Daley launches his own online knitting shop
Description: British diver Tom Daley won fans for his habit of knitting between events at the Tokyo Olympics. Now he’s converted that hobby into a business, launching a website that sells knitting kits for sweaters, blankets, accessories and even a pink flamingo named Elvis. Source: NPR.org Date: Dec 03, 2021 Link: https://www.npr.org/2021/12/03/1061179241/tom-daley-knitting-british-olympic-diver Questions for discussion:… Read more »
Doing Capitalism Differently — One Backpack at a Time
Description: Davis Smith, founder of sustainable outdoor gear brand Cotopaxi, thinks of protecting the environment as table stakes in his larger mission to alleviate extreme poverty and uplift communities across the globe. Source: knowledge.wharton.upenn.edu Date: Nov 29, 2021 Link: https://knowledge.wharton.upenn.edu/article/capitalism-differently-one-backpack-time/ Questions for discussion: Summarize the marketing strategy of the firm and the brand positioning? Who is… Read more »
Applied Marketing, 2e
Canadian Edition
