Fans of NASCAR, watching races from the grandstands or at home, have little opportunity to see the actual faces of …
NASCAR Personas: Getting Winners into the Public’s Eyes and Hearts
13 Thursday Dec 2018
Tag Archives: marketing strategies
Creating a Market for a New Segment: How Worthy Establishes the Value of Its Services for Divorced People
14 Wednesday Feb 2018
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Conventional segmentation strategies might distinguish singles from families. But the auction site Worthy goes a step further, specifically targeting people …
Starting at Zero: Reconsidering an Old Technique for Defining Marketing Budgets
19 Monday Jun 2017
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When companies establish their annual marketing budget for the coming year, they often look at their most recent past budget. …
“Vile and Amazing”: How a Taco that Consumers Despise and Also Cannot Get Enough of Gives Jack in the Box a Sustainable Advantage
23 Monday Jan 2017
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We all know that fast food is not the healthiest choice, and yet most consumers rely on these options at …
Innovator, Leader, Risk Taker … Girl Scout?
11 Wednesday Jan 2017
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In an effort to combat declining membership levels, the Girl Scouts of America is making bold changes to its image …
A High-End Grocer on the South Side: Whole Foods’ Expansion Plans for Lower Income Neighborhoods
16 Wednesday Nov 2016
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After a few years of remarkable growth and profits, the momentum for Whole Foods has slowed a bit, such that …
Amazon and Cars
06 Thursday Oct 2016
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Amazon sells virtually everything. Why not cars? In several experimental moves, the retailing powerhouse appears to be poised to expand …
Growing By Leaps, Bounds, Jumps, and Runs: How Sketchers Is Dominating the Sneaker Market
28 Thursday Jan 2016
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How has Sketchers—the little brand with the cool logo—posted such massive recent growth, such that it is striking fear in …
When the Weekend Doesn’t Work: Why Kate Spade Is Shuttering its Saturday Brand
12 Tuesday May 2015
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Female professionals love Kate Spade’s simple, fun image—but only if carrying one of the brand’s bags also makes a clear …
A Real-Life Case Study in Real Time: Detailing the Marketing Process for Cow Wow Milk
20 Tuesday Jan 2015
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In a series of articles, The New York Times described the marketing pathways for a new company faced with a …
