2012-05-26T21:56:37Z http://blog.marketingdoctor.tv/atom.aspx Quick Blogcast tag:blog.marketingdoctor.tv,2012-05-22:7fba0c5e-41d2-481a-a3fd-0aa975d83a02 The Marketing Doctor doc@mdaltd.com 2012-05-22T10:29:52Z 2012-05-22T10:29:52Z Brand Winner... And Loser... Marketing Doctor John Tantillo’s Winner and Loser of The WeekWinner: GM Loser: Kraft WINNER:Folks, General Motors has been getting a lot of flack for backing away from advertising on Facebook.GM became a symbol –at least last week—of a company going against the social media trend and thinking for itself. In other words, GM is asking the question, if Facebook doesn’t work for them, why should they use it? For some this was negative, but I think it shows great strength. This is the new GM, leaner and stronger ... tag:blog.marketingdoctor.tv,2012-05-09:95a8999b-0888-4e9e-8a78-63376fc1589a The Marketing Doctor doc@mdaltd.com 2012-05-09T12:17:18Z 2012-05-09T12:17:18Z Brand Winner... And Loser... Marketing Doctor John Tantillo’s Winner and Loser of The WeekWinner: Spirit Airlines Loser: Yahoo (CEO) WINNER:Folks, the worst thing a brand can do is refuse to apologize.Your Target Market will forgive many things but a persistent inability or unwillingness to say sorry can be fatal to a brand.Spirit Airline's CEO, Ben Baldanza, was reminded of this after a week of refusing to apologize and refund money to a dying Vietnam War vet.Why is he the winner?Because after a week, Baldanza did the right thing and not only that he apologized robustly ... tag:blog.marketingdoctor.tv,2012-05-01:202e473e-cb46-4f8f-a6fe-5694cd741421 The Marketing Doctor doc@mdaltd.com 2012-05-01T21:39:00Z 2012-05-01T21:39:00Z Brand Winner... And Loser... Marketing Doctor John Tantillo’s Winner and Loser of The WeekWinner: Couric (Online) Loser: Nutella WINNER:Folks, most people who had a terrific broadcast platform would rest there: but most people aren't Katie Couric.Couric, who's syndicated daily show is going to start this fall on ABC, is going online for her fans. That's the idea behind a digital series she, ABC News and Yahoo launched May 1.Couric is going to do what she does best help her fans cut through trends and fads. Actually, it's a fascinating decision...She's giving her target ... tag:blog.marketingdoctor.tv,2012-04-23:a2e77304-ecaa-4d2d-94e9-00c5b5b9011f The Marketing Doctor doc@mdaltd.com 2012-04-23T14:06:00Z 2012-04-23T14:06:00Z Brand Winner... And Loser... Marketing Doctor John Tantillo’s Winner and Loser of The WeekWinner: Coke Loser: Oreo WINNER:Folks, sometimes a company needs to be the voice of reason when it comes to defending its brand.This is what happened last week to Coca Cola after a New Zealand woman's death was laid on its doorstep.The woman died of a heart attack at 30 and the news story that flew around the world was that drinking Coke killed her.Not a great headline especially when Coke has been battered through the years by the health brigade, implicating the ... tag:blog.marketingdoctor.tv,2012-04-16:b36603da-3111-4bb2-9224-46e85e734470 The Marketing Doctor doc@mdaltd.com 2012-04-16T22:25:00Z 2012-04-16T22:25:00Z Brand Winner... And Loser... Marketing Doctor John Tantillo’s Winner and Loser of The WeekWinner: Ford (Lincoln) Loser: Ball Parks (Peanuts) WINNER:Ford's our winner this week. Why?Their commitment to the Lincoln brand. Despite declining sales in recent years, the company understands that brands have deep value and if you can find a way of tapping that value, it is always better than throwing a brand away.So how are they planning on doing this? By getting fresh blood in the form of a major new designer Max Wolff who seems to understand the Lincoln ... tag:blog.marketingdoctor.tv,2012-04-03:2f42e41f-14b8-4a37-b4c8-73e18529560a The Marketing Doctor doc@mdaltd.com 2012-04-03T21:23:18Z 2012-04-03T21:23:18Z Brand Winner... And Loser... Marketing Doctor John Tantillo’s Winner and Loser of The WeekWinner: Mega Millions Loser: Pink Slime WINNER:The winner this week offers a simple lesson in branding: when you sell something that people want, you don't need to do much to promote it --they will come to you.That's what Mega Millions teaches us.Fact is, that's what the lines waiting to buy a chance at half a billion dollars told any marketer last week.Despite the outrageous odds against winning, human beings are drawn to the lottery. The bigger the jackpot, the more people ... tag:blog.marketingdoctor.tv,2012-03-27:8f37c1ee-2adb-444c-a583-18a320f1703f The Marketing Doctor doc@mdaltd.com 2012-03-27T20:12:01Z 2012-03-27T20:12:01Z Brand Winner... And Loser... Marketing Doctor John Tantillo’s Winner and Loser of The WeekWinner: Tommy Hilfiger Loser: Belvedere Vodka WINNER:The winner this week is a simple testament to the power that is unleashed when two great brands come together.I'm talking about Tommy Hilfiger's role on American Idol.Talk about a great way for a brand that has terrific visibility but is struggling ratings-wise (American Idol) to harness another great brand that can use some access to a new demographic.For Hilfiger, even if Idol continues to struggle despite him, it doesn't matter. His brand has ... tag:blog.marketingdoctor.tv,2012-03-17:ee7ea223-786d-4ad5-937c-3ac06f81ebfa The Marketing Doctor doc@mdaltd.com 2012-03-18T02:38:19Z 2012-03-18T02:38:19Z Brand Winner... And Loser... Marketing Doctor John Tantillo’s Winner and Loser of The WeekWinner: Tide Loser: AT&T WINNER:When people consistently steal your branded product because it is exceptionally easy to sell on the black market, you know you have brand equity that counts.Folks, I'm talking about Procter & Gamble's legendary laundry detergent Tide and the supposed nationwide crime wave of Tide stealing.There's question now of just how widespread this crime wave is, but there isn't a question that even if this were proven to be an urban myth, the myth tells us about just how ... tag:blog.marketingdoctor.tv,2012-03-13:c7292f80-0b33-4098-87d0-6b8adaea75f9 The Marketing Doctor doc@mdaltd.com 2012-03-13T10:53:45Z 2012-03-13T10:53:45Z Brand Winner... And Loser... Marketing Doctor John Tantillo’s Winner and Loser of The WeekWinner: Coke and Pepsi Loser: Tim Tebow WINNER:Coke and Pepsi have done it again.I'm talking about how the soda makers responded to what could have been a brand damaging debacle with confidence, speed and clarity.Here's what happened (because the soda makers did such a good job with their response you might not have even heard of this one):Basically, the Center for Science in the Public Interest, a consumer watchdog group, found low levels of a potential carcinogen, a chemical called 4-methylimidazole, in ... tag:blog.marketingdoctor.tv,2012-03-03:5459c65f-733a-4a71-b90c-b79c0513c478 The Marketing Doctor doc@mdaltd.com 2012-03-04T03:08:21Z 2012-03-04T03:08:21Z Brand Winner... And Loser... Marketing Doctor John Tantillo’s Winner and Loser of The WeekWinner: Rush Limbaugh Loser: GM (The Volt) WINNER:Rush Limbaugh the man who rarely, if ever, apologizes has actually done so --and the speed of this apology puts him in the winner column.Fact is, the bread and butter of his kind of talk radio is controversy and hurling abuse is part of the brand.But in the face of an advertiser revolt and the reality that he had gone too far even for his audience, Limbaugh has moved quickly and publicly to deal with ... tag:blog.marketingdoctor.tv,2012-02-28:74f5d84d-60f5-4c8f-9726-24930a50d1ff The Marketing Doctor doc@mdaltd.com 2012-02-28T20:32:51Z 2012-02-28T20:32:51Z Brand Winner... And Loser... Marketing Doctor John Tantillo’s Winner and Loser of The WeekWinner: Ben & Jerry's Loser: Levi's WINNER:First there was Schweddy Balls.Now there's Lin-sanity.Each flavor designed to maximize buzz and controversy and continue to raise and re-enforce the Ben & Jerry's brand!The latest flavor with Lichee nuts and fortune cookies was adpublitizing at its finest. Ben & Jerry's has apologized for the so-called racist ingredients and apparently removed the fortune cookies --though I'm not sure what's racist about honoring someone and their heritage (I thought the U.S. was founded on the principle ... tag:blog.marketingdoctor.tv,2012-02-19:6edaa6c1-a5c7-482c-8cf8-35ca5d30af6c The Marketing Doctor doc@mdaltd.com 2012-02-19T06:08:22Z 2012-02-19T06:08:22Z Brand Winner... And Loser... Marketing Doctor John Tantillo’s Winner and Loser of The WeekWinner: Jeremy Lin Loser: Mitt Romney's Elephant WINNER:Success is where opportunity meets preparedness –and there’s always got to be a little bit of luck too.In Jeremy Lin's case, all of that is there, but what matters most is that there are solid sports branding reasons behind him. As a result, we are probably witnessing the birth of one of the greatest sports brands of all time. First you have the “Call-u” effect. C for connectivity. A for attractiveness. ... tag:blog.marketingdoctor.tv,2012-02-11:d49b128f-dab3-4e71-8962-7b88a2b5e44d The Marketing Doctor doc@mdaltd.com 2012-02-12T00:30:13Z 2012-02-12T00:30:13Z Brand Winner... And Loser... Marketing Doctor John Tantillo’s Winner and Loser of The WeekWinner: J.C. Penney Loser: Cruise Industry WINNER:Folks, the branding gods giveth and they taketh away and sometimes they giveth back again. That’s what happened this week with J.C. Penney. Last week the department store chain was our loser for their “screamingly” awful commercials, but this week, they’re our winner for sticking with their spokesperson Ellen DeGeneres despite a firestorm of controversy. I’ve talked about the difference between public relations and what I call targeted relations a ... tag:blog.marketingdoctor.tv,2012-02-08:9c26a5ec-3a7d-4a60-9785-d42d7b2d0a03 The Marketing Doctor doc@mdaltd.com 2012-02-08T09:42:56Z 2012-02-08T09:42:56Z Brand Winner... And Loser... Marketing Doctor John Tantillo’s Winner and Loser of The WeekWinner: Mitt Romney Loser: J.C. Penney WINNER:With his decisive win in Nevada, Mitt Romney continues to confirm his strength as the most viable candidate to challenge President Obama this fall, even Santorum's surge doesn't really change that. But “most viable” doesn’t mean a clear winner. The latest polls show Obama with a strong lead over Romney. That gap won’t change until Romney underscores that his differences matter to the electorate. He must confirm his brand and not ... tag:blog.marketingdoctor.tv,2012-01-31:df30e5a1-379a-4497-a6a4-dc687f873b93 The Marketing Doctor doc@mdaltd.com 2012-01-31T19:57:57Z 2012-01-31T19:57:57Z Brand Winner... And Loser... Marketing Doctor John Tantillo’s Winner and Loser of The WeekWinner: CareerBuilder Loser: Starbucks WINNER:Folks, public relations often suggests that it must be apologies all around when controversy comes to a company. But sometimes standing firm in the face of controversy is exactly what a brand needs to do.That's why CareerBuilder is our winner of the week. The company is getting heat from animal rights activists who say its use of monkeys in its upcoming Super Bowl ad is wrong (the image above is a screen shot from a similar ... tag:blog.marketingdoctor.tv,2012-01-25:dcacbee2-178d-4e02-a27e-d60b63fc6a2c The Marketing Doctor doc@mdaltd.com 2012-01-25T10:01:30Z 2012-01-25T10:01:30Z Brand Winner... And Loser... Marketing Doctor John Tantillo’s Winner and Loser of The WeekWinner: Uncle Ben's Loser: Super Bowl Advertising WINNER:Folks, who says advertising and marketing can’t be good and do good at the same time? Of course, it can’t be phoney and whatever the campaign –if there’s going to be a public as well as a business benefit—has to be in step with the brand itself. That’s why Uncle Ben’s is our winner this week. Stuart Elliott, the advertising and marketing columnist at The New York Times, delivers a good synopsis of ... tag:blog.marketingdoctor.tv,2012-01-09:8daaafa2-b35b-470a-bff7-4c0d7496752e The Marketing Doctor doc@mdaltd.com 2012-01-09T10:48:28Z 2012-01-09T10:48:28Z Brand Winner... And Loser... Marketing Doctor John Tantillo’s Winner and Loser of The WeekWinner: Children's Healthcare of Atlanta Loser: Kodak WINNER: Recently Children's Healthcare of Atlanta in Georgia has been getting alot of criticism for an ad campaign intended to fight childhood obesity.The campaign is called Strong4Life and features black-and-white photos of fat children with provocative taglines like: "It's hard to be a little girl if you're not" and "Why am I fat?"Predictably, the self-esteem brigade and childhood psychology experts have come out and said that this kind of approach will only ... tag:blog.marketingdoctor.tv,2012-01-03:d9688415-5413-4a51-ba5f-93c1b8dce074 The Marketing Doctor doc@mdaltd.com 2012-01-03T21:01:09Z 2012-01-03T21:01:09Z 2011 WINNERS: Amy Winehouse There is no question that on a personal level, for her family and her friends, Ms. Winehouse’s death was utter tragedy. But just as all of us exist on a personal level, we also exist on a brand level. We are brands that are perceived a certain way by others. Ms. Winehouse was an entertainment and artistic brand. Winehouse’s tragic story of self-destruction at a young age makes her a brand winner. Why? Simply put, Ms. Winehouse’s brand is that of a soulful, troubled, outsider of profound musical talent. She is a music ... tag:blog.marketingdoctor.tv,2011-12-19:e75abc57-129e-4962-ab98-3270bf301175 The Marketing Doctor doc@mdaltd.com 2011-12-19T10:43:54Z 2011-12-19T10:43:54Z Brand Winner... And Loser... Marketing Doctor John Tantillo’s Winner and Loser of The WeekWinner: Ford Loser: RIM (Blackberry) WINNER: Folks, a few weeks ago our winner was General Motors. Now, it’s Ford. Once again a powerful principle has been vindicated: People buy brands not companies. Ford’s U.S. retail sales rose 20% in November. Part of the reason is that Ford predicted and was able to meet a big uptick in demand for fuel efficient cars. But another part of the picture is that Ford has become brand savvy. ... tag:blog.marketingdoctor.tv,2011-12-13:6355315f-120d-439e-94e2-c5541db0ab1b The Marketing Doctor doc@mdaltd.com 2011-12-13T20:27:27Z 2011-12-13T20:27:27Z Brand Winner... And Loser... Marketing Doctor John Tantillo’s Winner and Loser of The WeekWinner: Alec Baldwin Loser: Penn State WINNER: Folks, Alec Baldwin gets a lot of heat just for being Alec Baldwin. Someone else might have gotten angry on a plane or left an ugly message on a message machine and the world would have moved on… Of course, the world would never have heard of it. Alec Baldwin knows that the world is watching and the logic goes that Alec has a responsibility to be on his ...