Coaching Tip

JULY 16, 2015

Eastman Kodak was head and shoulders above all the others in the manufacture of photographic film when Fujifilm wasn't in 1963. It was true as well of brand recognition and financials. just as worldwide film sales almost immediately began to fall. In 2001, the global demand for color film suddenly plunged. What happened?

Film 70

Film Crisis Innovation Brand 70

Harvard Business Review

FEBRUARY 7, 2014

Branding is one of the top concerns of CEOs and CMOs, and smart firms are investing as much as ever on branding initiatives — even online. billion on branding, or 41.6% By 2017, [the online] branding spend is expected to grow to $29.33 By 2017, [the online] branding spend is expected to grow to $29.33

Brand 10

Brand Advertising B2C B2B 10

Harvard Business Review

JUNE 23, 2016

This is a fundamental shift not only for the TV channels, which will have to completely rethink their revenue model, but also for brands, which find it incredibly, and increasingly, difficult to capture the attention of empowered, impatient consumers. And it’s particularly true when audiences like the film or show.

Bond 8

Bond Productivity Products Advertising 8

Harvard Business Review

JUNE 3, 2016

Disney’s existing contract to distribute Pixar films was slated to end in 2006 and Pixar had announced two years earlier it would not renew the arrangement.). Iger used the Pixar and Marvel purchases to convince George Lucas to sell them Lucasfilm (for about $4 billion) in 2012. It was a bold push towards the future.

Creativity 8

Creativity Franchising Succession Film 8

Harvard Business Review

AUGUST 21, 2014

Marketers are getting increasingly sophisticated at tapping into those strong emotions, and they don’t need a full-length feature film to do it. Ask yourself, “What is the objective of the brand story?” Is it to educate potential fans about some aspect of the brand – like Chipotle’s more sustainable supply chain?

Marketing 13

Marketing Storytelling Brand Supply Chain 13

Harvard Business Review

JULY 12, 2012

Our goal was to rejuvenate a dying 40-year-old brand so it would appeal to a new generation of Indian children, many being raised on a diet of American cartoon shows and films. Along the way, I raised three rounds of private equity capital and acquired two other Indian brands to reach children of all ages.

Marketing 13

Marketing Film GDP Media 13

Strategy Driven

JUNE 22, 2012

This is not written to take swipes at responsible branding, marketing and advertising. Branding is a sub-set of marketing, which is a sub-sub-set of corporate strategy. Nothing – not even reputable films – should be judged only by fickle box office ratings. Copyright 2007-2012 by StrategyDriven, Inc.

Brand 50

Brand Analysis Advertising Software 50