Tag: Brand Strategy

Mattel Re-Energizes 72-Year-Old Thomas & Friends Brand for New Generation of Kids

Mattel Re-Energizes 72-Year-Old Thomas & Friends Brand for New Generation of Kids
Everyone is familiar with the smiling engines of Thomas & Friends, chuffing along the island of Sodor and learning valuable life lessons that the characters share with rapt toddler audiences. Iconic Wooden Railway toys can be found in playrooms, preschools, libraries and children’s museums across the world—anywhere young children usually gather. Previous Thomas & Friends... Read more »

Understanding B2B Foodservice: Brands Bring Value to the Consumer Experience

Understanding B2B Foodservice: Brands Bring Value to the Consumer Experience
Many of the world’s leading brands, including Apple, Amazon, Microsoft, Verizon, Toyota and Coco-Cola are dominantly Business to Consumer (B2C) focused. And in the US retail landscape, despite some growth of private label, packaged goods brands command the majority of consumer products purchased. Brands control 82.5% of dollar share vs. private label’s 17.5% in 2014.... Read more »

Kodiak Cakes Disrupts the Sleepy Flapjacks Category with Delicious, Healthy Innovation

Kodiak Cakes Disrupts the Sleepy Flapjacks Category with Delicious, Healthy Innovation
Twenty years ago in Utah, the Clark family started selling “Kodiak Cakes Frontier Flapjack and Waffle Mix” to ski town gift shops. While that doesn’t sound particularly disruptive, it signaled the beginning of the wakeup call Kodiak Cakes was about to give to the sleepy flapjacks category, dominated by big, slow-moving brands. Today, Kodiak Cakes... Read more »
Advertisement:

How Smuckers and Similac Navigate Non-GMO vs. Organic Brand Strategies

How Smuckers and Similac Navigate Non-GMO vs. Organic Brand Strategies
Shifting Demand Means Choosing Between Non-GMO and Organic Market Strategies Won’t Come Naturally Organic has been a food trend for many years, and most food brands have a market strategy perspective on the issue, ranging from actively dismissing organic to embracing it wholeheartedly. Just as the “natural” market starts to settle down, a new popular... Read more »

Beauty Enthusiast Loyalty Blooms into 20% Sales Growth for ULTA Beauty

Beauty Enthusiast Loyalty Blooms into 20% Sales Growth for ULTA Beauty
Beauty is big and growing—this $60.58 billion industry has doubled since 2003. Women are very interested in learning about and trying new techniques and products. On YouTube, Beauty is the #2 channel, after music. Beauty is also democratic—92% of YouTube video views are for individual ‘vloggers,’ not corporate or brand-sponsored content. Women want authentic recommendations.... Read more »

Brand Portfolio Strategy: Norwegian Cruise Line Reaches New Customer Segments and Addresses New Need States

Brand Portfolio Strategy: Norwegian Cruise Line Reaches New Customer Segments and Addresses New Need States
Norwegian Cruise Line announced earlier this month that it is expanding its brand portfolio approach to reach new customers and need states.  The recent acquisition of Prestige Cruises International builds on NCL’s earlier move into the Solo Traveler market with The Studios on the Epic. With its recent acquisition, Norwegian Cruise Line will offer three... Read more »
Advertisement:

A Portfolio Approach: Unilever’s Dove Segments with Scent

A Portfolio Approach: Unilever’s Dove Segments with Scent
A walk down any retailer’s Health and Beauty aisles reveals a dizzying assortment of personal care products. Unilever’s Dove brand alone offers 23 body washes and 15 body bars, along with additional facial care, deodorant, lotion and hair care products. These offerings might be considered part of a confused product portfolio, except for one fact:... Read more »

B2B Branding and Marketing Success Story: Ingredion

B2B Branding and Marketing Success Story: Ingredion
Ingredion Signals Its Strategic Commitment with Its Name On February 14th, Ingredion Incorporated CEO and Chairman Ilene Gordon addressed the Executive Club of Chicago and shared the story of how she has driven transformational growth for the company. Ingredion is a leading global ingredient solution provider, with sales of $6.5 billion in 2012. It’s my... Read more »

How Kraft Velveeta’s Brand Succeeded with Breakthrough Innovation to Millennials and Men

How Kraft Velveeta’s Brand Succeeded with Breakthrough Innovation to Millennials and Men
Velveeta is an iconic brand with a powerful equity.  Historically, the brand’s core consumer has included moms who incorporate Velveeta into family favorite recipes.  And, for many younger consumers, the Velveeta brand conjures up fond childhood memories of these warm meals. Still, you might be surprised that in recent years, this brand has selected young... Read more »
Advertisement:

Kraft’s Breakthrough Innovation with Mio: Marketing to Millennials

Kraft’s Breakthrough Innovation with Mio: Marketing to Millennials
How Kraft’s Mio Brand Built a $200 Million+ Business and Became a Breakthrough Innovation Leader with Marketing to Millennials You probably have known Kraft’s leading beverage and flavor brands such as Jell-O, CapriSun, Tang and Kool-Aid for years.  Since these iconic brands are one of Kraft’s greatest strengths, you might expect that any new flavored... Read more »
  • Advertisement:
  • Advertisement:
  • ChicagoNow is full of win

    Welcome to ChicagoNow.

    Meet our bloggers,
    post comments, or
    pitch your blog idea.

  • Meet The Blogger

    Michal Clements

    Michal is co-author of Tuning Into Mom and an experienced consultant. Michal develops winning growth strategies and detailed go to market plans for some of the world’s outstanding organizations including McDonald’s, Gatorade, Abbott, Barilla, Tylenol, Clorox, Key Bank, Eagle Ottawa, Quaker and the Baker Demonstration School.

  • Subscribe to the Market Strategist

  • Categories

  • Tags

  • Latest on ChicagoNow

  • Advertisement: