JCPenney’s marketing problems are bigger than ever, if you can believe it. After denying rumors of his departure for weeks, JCPenney CEO and former Apple exec, Ron Johnson, parted ways last week and the market cheered, rising nearly 11%. Then, when it was announced that Myron “Mike” Ullman (Johnson’s predecessor) would be his replacement, JCP’s shares quickly dropped again by 6%. [...]
All posts tagged brand
JCPenney CEO Fiasco a Symbol of a Dying Brand?
Posted by Lauren Leitch on April 16, 2013
http://mascola.com/insights/jcpenney-ceo-fiasco-a-symbol-of-a-dying-brand/
Who Owns Your Brand? Not You.
At the beginning of a client relationship, we always ask “who owns your brand?”. And it is extremely rare that we ever get the right answer. There is no CEO, COO, VP, or any combo of letters at your company that can take ownership of your brand. That right belongs exclusively to your customers. Brands, [...]
Posted by Michelle Yue on January 10, 2013
http://mascola.com/insights/who-owns-your-brand-not-you/
If You’re Not Doing E-Commerce, You Should Be
If you own a business, you hang on every word uttered by business media. And it’s confusing. The sky is usually falling. And then it’s not. Spending us up. Then down. Then up again. Spending is up, but confidence is down. A roller coaster ride that never seems to end. It’s enough to make any [...]
Posted by Michelle Yue on September 4, 2012
http://mascola.com/insights/if-youre-not-doing-e-commerce-you-should-be/
Southwest Airlines Goes Live with a Brilliant Revenue Generator
Thought of as the first wave of discount air carriers, Southwest Airlines has been breaking barriers and forging new ground in the highly competitive airline industry since its spike in growth in the mid 90s. Recently, the low-cost airline announced that they will be offering live, in-flight TV to passengers at a cost of $3-$8 [...]
Posted by Greg Davis on July 11, 2012
http://mascola.com/insights/southwest-airlines-goes-live-with-a-brilliant-revenue-generator/
Brand Change Needs to Come from the Inside Out
I recently came across an article by Dan Pallotta in the Harvard Business review entitled “A Logo is Not a Brand”. Pallotta does a great job of summarizing what it is that makes up a brand. Here at Mascola, we are constantly beating this drum. We often have to convince potential clients that just a [...]
Posted by Nick Healy on November 7, 2011
http://mascola.com/insights/brand-change-needs-to-come-from-the-inside-out/
Why Your Elevator Speech May Not Be Working
Every savvy brand knows that they need an elevator speech – that quick conversation blurb that hooks in the person who just asked you one of two questions (or both): What do you do? What does your company do? Sounds easy enough. It’s not. Trust me. I write one every few weeks for a different brand. Here are [...]
Posted by Michelle Yue on September 16, 2011
http://mascola.com/insights/why-your-elevator-speech-may-not-be-working/
Is Empathy an Unexpected Element of Luxury Today?
We all know that brands must always discover new ways to connect with their consumers. According to the report from The American Express 2011 Luxury Summit, that includes responding to their most important needs: “…engage intelligent, loyal, family-oriented salespeople; focus on consistency, not just customized service; and use multiple channels of communication that are consistent [...]
Posted by Chuck Mascola on July 22, 2011
http://mascola.com/insights/is-empathy-an-unexpected-element-of-luxury-today/
Often imitated, always lame.
On my way up to The Cape last weekend I noticed a billboard with a common ad phrase, probably used (over and over again) since long before the days of Mad Men: “Often imitated, never duplicated.” Was it for a local paving company? No. An annoying low-cost furniture outlet? Nope. It was for Lexus. Now [...]
Posted by Michelle Yue on May 23, 2011
http://mascola.com/insights/often-imitated-always-lame/
Get your brand in a Tablet state of mind.
Consumers are starting to abandon their desktops and even laptops in favor of Tablets like the iPad and whatever all those other ones are called. I am one of these consumers. Unless I need to type up a document for work, I am sitting downstairs using my iPad, which affords me instant satisfaction, while my [...]
Posted by Michelle Yue on May 10, 2011
http://mascola.com/insights/get-your-brand-in-a-tablet-state-of-mind/
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