Description: (Bloomberg) — Jessica Simpson’s family offered to buy the singer-turned-fashion entrepreneur’s brand out of bankruptcy for $65 million, a lawyer said in court Wednesday. Source: Yahoo.Finance.com/Bloomberg.com Date: Sep 01, 2021 Link: https://finance.yahoo.com/news/jessica-simpson-buy-her-name-203222867.html Questions for discussion: What is the value of this brand with respect to any future marketing effort? Do you think… Read more »
Posts Categorized: Product Brands and Branding
‘A disaster’: Why Bay Street turned on Freshii after growth plans flopped
Description: It’s not that long ago that Matthew Corrin was everywhere as the face of a nascent healthy eating trend that was trying to shake Canadians out of their burgers-and-fries habits. Source: BNNBloomberg.com – video report Date: Sep 01, 2021 Link: https://www.bnnbloomberg.ca/a-disaster-why-bay-street-turned-on-freshii-after-growth-plans-flopped-1.1642085 Questions for discussion: Do you think the PR stunts were valuable… Read more »
American Eagle shares drop after revenue falls short, e-commerce sales slow from last year
Description: American Eagle shares tumbled Thursday after the company reported fiscal second-quarter revenue short of analysts’ estimates, as its e-commerce business decelerated compared with the prior year. Source: CNBC.com – video report Date: Sep 02, 2021 Link: https://www.cnbc.com/2021/09/02/american-eagle-aeo-q2-2021-earnings.html Questions for discussion: Explain the problems retailers like American Eagle are facing as they adapt to the ever… Read more »
Pluto TV Ad Revenue +78% in 2020, On Track For $1B+ By 2022: eMarketer
Description: ViacomCBS’s free, ad-supported streamer Pluto TV is projected to net $786.7 million in U.S. ad revenue this year — up 77.7%. Source: MediaPost.com Date: Apr 06, 2021 Link: https://www.mediapost.com/publications/article/362074/pluto-tv-ad-revenue-78-in-2020-on-track-for-1b.html?utm_source=newsletter&utm_medium=email&utm_content=readnow&utm_campaign=121965&hashid=VqrNVU8KRva-05RcXzdoNQ Questions for discussion: What are the statistics for Pluto and this industry, as reported in this report. How do you explain the results? What message… Read more »
Global Brands Find It Hard to Untangle Themselves From Xinjiang Cotton
Description: Under pressure to renounce cotton harvested in a Chinese region marked by gruesome repression, they face a backlash from nationalist Chinese consumers. Source: NYTimes.com Date: Apr 06, 2021 Link: https://www.nytimes.com/2021/04/06/business/xinjiang-china-cotton-brands.html Questions for discussion: What are the issues facing these manufacturers in China? How do their decisions in this matter affect their global presence with… Read more »
Cameo lets you hire celebrities to create personalized videos for any occasion — here’s a full breakdown of how the service works
Description: Cameo lets everyday people hire actors, athletes, artists, and celebrities of all types to create personalized video messages for any occasion. For example, you can hire celebrity chef Alton Brown to give a personal pep talk to a friend or hire their favorite actor to leave them a video message as a specific movie character…. Read more »
Social Media Update Q1 2021
Description: This is the latest installment in an ongoing series of updates for the major social media platforms. The goal of each report is to provide a summary of key developments and what they mean for marketers. Source: eMarketer.com Date: Mar 30, 2021 Link: https://www.emarketer.com/content/social-media-update-q1-2021?ecid=NL1001 Questions for discussion: What does the executive summary suggest is… Read more »
Gen Z is expanding the social media menu in Canada
Description: In 2020, social media usage in Canada reached new heights across all the platforms we track, as people relied more on the medium to connect with loved ones and find new information on the health crisis. This growing base of users adds fuel to social media advertising, which will account for the majority of… Read more »
Coursera begins trading at $39 per share, stock pops 18%
Description: Shares of education tech company Coursera opened at $39 apiece in its market debut Wednesday on the New York Stock Exchange. Source: CNBC.com – video report Date: Mar 31, 2021 Link: https://www.cnbc.com/2021/03/31/coursera-ipo-cour-begins-trading-on-the-nyse.html?__source=iosappshare%7Ccom.apple.UIKit.activity.Mail Questions for discussion: Describe the Coursera business model. Who are the target customers? What are the limits to growth? How should HR managers approach… Read more »
Mark Ritson: Marketers who skip brand research are doomed to fail
Description: CMOs and marketing managers must manage their time effectively and complete a brand diagnosis within their first six months on the job, says Ritson. Source: MarketingWeek.com Date: Mar 23, 2021 Link: https://www.marketingweek.com/mark-ritson-marketers-skip-brand-research-doomed-fail/ Questions for discussion: Summarize the advice presented in this article. Do you agree with this emphasis? What else would you add?
Applied Marketing, 2e
Canadian Edition
