February 19, 2015

Even though Rockstar wasn’t the first energy drink to hit the market, it didn’t take long for the brand to make a big impact in a crowded field. Consumers quickly responded to Rockstar’s affordable price and large serving size, which set the brand apart from more exclusive products like Red Bull. During its first six years, revenue at Rockstar soared as high as $405 million while it grew at an average annual rate of 103 percent.

By 2007, however, the Continue reading

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January 23, 2015

Jeff Oberholtzer, a plumber from Texas City, TX, thought he had seen the last of his old pickup truck when he sold it in October 2013. Unfortunately for him, the Ford F-250 he offloaded popped up more than a year later in a place he never would have expected. In mid-December 2014, a terrorist Twitter account from Syria posted a picture of two extremists firing a homemade anti-aircraft gun from the bed of a truck. While the picture normally would Continue reading

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January 11, 2015

For decades the brand name Timberland has been synonymous with rugged outdoor footwear. At least, that’s how some people see the iconic boot company. If you’re a hip hop fan, you may associate “Timbs” with the dozens of rappers who have name-dropped the brand over the years. And if you happen to be Italian, you’re more likely to wear Timberland boots for a fashionable stroll about town, not a long hike in the woods.

All these overlapping interpretations of Timberland’s Continue reading

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January 7, 2015

For decades it seemed like nothing could stop McDonald’s march towards total fast food domination. By the time 2011 rolled around, the company was boasting eight consecutive years of same-store sales growth while also holding the title of top performing stock on the Dow for five years running. But just when everything seemed to be going right for the chain, the golden arches started to lose their shimmer. Changing consumer tastes and a rocky transition between CEOs are leading towards Continue reading

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January 5, 2015

Movie theaters have worried about being phased out by home entertainment even before the VCR started dominating living rooms in the 1980s. While Hollywood has largely continued to thrive over the decades despite these fears, today the rise of streaming video presents movie theaters with their greatest challenge yet. The industry is especially afraid of losing touch with young moviegoers who are growing up with on-demand services like Netflix and Spotify. The cracks may already be showing: attendance of movie Continue reading

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December 15, 2014

In the world of online advertising, the “click” is king. That’s because nearly every major website bases its ad rates on the number of hits it receives over a specific span of time. The idea is to attract potential clients by emphasizing how much traffic the website receives. But just because clicks act as currency in mobile marketing doesn’t mean that they’re reliable indicators of an ad’s effectiveness. After all, a person could have spent ten seconds or ten minutes Continue reading

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December 13, 2014

 

In past posts, we’ve taken a look at the rise of mobile ads and how they were starting to beat out older forms of media for marketing dollars. Despite this growing dominance, however, the overall effectiveness of mobile ads remains suspect. For many they’re little more than a nuisance, something along the margins of the screen that can be easily ignored. Others see them as an intrusion on their privacy given the way that many mobile ads target certain Continue reading

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November 15, 2014

Thanks to tough legislation and widespread public education, the number of U.S. smokers has declined 50 percent since the habit’s heyday in the 1950s. Although this significant customer drop-off has hurt many tobacco companies, business has been booming over the last few years for the iconic lighter brand Zippo. The Bradford, PA-based company earned $200 million in sales last year, a record for the lighter maker. What’s more, Zippo’s expanded global presence and diversified product line has increased sales by Continue reading

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November 13, 2014

 

When it comes to innovation in business, creating a viable and valuable product is just the first step. After all, the arrival of the portable MP3 player made many companies stand up and take notice of this revolutionary device. One of those firms was Apple, who soon came to dominate the market with the iPod. Although the signature MP3 player was released later than its competitors, the product’s dependability and stylish design quickly allowed it to capture the bulk Continue reading

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November 6, 2014

By the end of the year, mobile advertising spending will eclipse the amount of money that companies spend on old media like radio and newspapers. This historic shift shows just how far smartphones and tablets have come after less than a decade of existence. In contrast, newspapers have been in circulation for centuries while radio has been a media fixture for nearly 100 years.

Analysts estimate that companies will invest nearly $18 billion in mobile ads this year while newspapers Continue reading

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