Description: This year’s International Women’s Day campaign looks to tackle a major hurdle to financial confidence.. Source: Strategy.com – video report Date: Mar 6, 2020 Link: https://strategyonline.ca/2020/03/06/bmo-tries-to-break-biases-towards-women-and-money/ Questions for discussion: What does the BMO video suggest about women and their attitude toward financial knowledge? Who do you think the target audience is for the video?… Read more »
Posts Categorized: Product Brands and Branding
Netflix and Disney+ prepare to do battle in Europe
Description: Love or hate the term, the “streaming wars” are here to stay—and will soon be unfolding around the globe. Source: Fortune.com Date: Feb 26, 2020 Link: https://fortune.com/2020/02/26/netflix-disney-plus-europe-streaming-wars/ Questions for discussion: What are the two firms planning to do? Which do you think will win the battle in the European marketplace? What would you advise each… Read more »
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 »
A Texas Border Town’s Booming Trade in Great Tacos
Description: Brownsville has its troubles, but it’s also starting to draw attention for its thriving collection of distinctive taquerias. Source: NYTimes.com Date: Feb 25, 2020 Link: https://www.nytimes.com/2020/02/25/dining/tacos-brownsville-texas.html?action=click&module=Top%20Stories&pgtype=Homepage Questions for discussion: How has Brownsville responded to the economic challenges it is facing? What else could this community capitalize on because of its location, culture and history?
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 »
How Create Music Group Became Inc.’s No. 1 California Company: Proof You Can Profit From YouTube
Description: By the mid-2010s, big-name artists like Taylor Swift and Paul McCartney were railing against YouTube: The site was home to loads of unauthorized uploads of their songs, and even the authorized versions paid paltry royalty sums. It was an even harder battle to fight for the much less famous–and less lawyered-up–musicians in the industry. So, a… 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 »
Applied Marketing, 2e
Canadian Edition
