Branding - McGraw-Hill Introduction to Business

The Fall of Elizabeth Holmes and Theranos

September 16, 2016

For Silicon Valley entrepreneurs, establishing a clear narrative around a startup’s foundation and purpose is essential to success. Few people understood this concept better than Elizabeth Holmes, CEO of the formerly acclaimed blood-testing firm Theranos. She founded her company in 2003 at the age of 19 after dropping out of Stanford University’s School of Chemical Engineering. Holmes left college early because she claimed to discover a revolutionary new method for medical testing: rather than drawing a significant amount of blood Continue reading →

Product Development, Marketing, Branding, Ethics, Regulation, Health, Theranos, Elizabeth Holmes

Chapter 1: Taking Risks and Making Profits, Chapter 4: Ethics and Social Responsibility, Chapter 7: Management & Leadership, Chapter 13: Marketing, Chapter 14: Product and Price, Chapter 15: Distribution, Chapter 16: Place and Promotion, Bonus Chapter B: Technology and New Media

FDA Bans Use of “Antibacterial” Soaps

September 6, 2016

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Last week we shared a video about how food companies label some items as “natural” even though they’re no healthier than their non-natural counterparts. While that term may soon come under regulation, the Food and Drug Administration (FDA) recently banned another marketing buzzword from use on commercial products. As of last Friday, “antibacterial” soaps are no longer allowed on U.S. store shelves after manufacturers failed to prove they were safer or cleaner than regular products.

“Consumers may think antibacterial washes Continue reading →

Regulation, Packaging, Ethics, Product Distribution, FDA, Soap, Product Development, Branding

Chapter 1: Taking Risks and Making Profits, Chapter 4: Ethics and Social Responsibility, Chapter 13: Marketing, Chapter 14: Product and Price, Chapter 15: Distribution, Bonus Chapter A: Business Law

French Lawmakers Consider Banning “Too Cool” Cigarette Brands

August 26, 2016

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France is home to more than 13 million smokers, which includes one-third of teenagers and a quarter of adults. For years the nation’s health ministry has attempted to reduce this enormous number by spearheading initiatives that target the consumer appeal of cigarettes. For instance, the French government has long followed European Union laws requiring tobacco companies to cover 65 percent of their packaging with health warnings. In May, however, lawmakers took this concept a step further by passing “neutral packaging” Continue reading →

France, Smoking, Product Development, Branding, Global, Packaging, Ethics

Chapter 1: Taking Risks and Making Profits, Chapter 3: Globalization, Chapter 4: Ethics and Social Responsibility, Chapter 13: Marketing, Chapter 14: Product and Price, Chapter 15: Distribution, Bonus Chapter A: Business Law

The IOC Keeps a Tight Grip on the Olympic Brand

August 18, 2016

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When master salami maker Elias Cairo opened his restaurant Olympic Provisions in 2009, the company’s name seemed to be a gift from fate. Not only did the brand resonate with his Greek heritage, but it also paid tribute to the original resident of his eatery’s building, Olympic Mills. Early success allowed Cairo and his partners to expand the packaged salami-selling side of the business, which eventually grew into a major operation with distribution in 46 states. More restaurant openings and Continue reading →

Marketing, Branding, Global, Promotions, Food, Olympics, Oregon

Chapter 1: Taking Risks and Making Profits, Chapter 3: Globalization, Chapter 4: Ethics and Social Responsibility, Chapter 6: Entrepreneurship, Chapter 13: Marketing, Chapter 14: Product and Price, Chapter 15: Distribution, Chapter 16: Place and Promotion, Uncategorized

Companies Increase Their Advocacy of LGBT Issues

April 5, 2016

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Last year millions of Americans celebrated the Supreme Court’s decision to legalize gay marriage. But they certainly weren’t the only ones applauding the landmark ruling: dozens of brands showed their support on social media. Such an outpouring of advocacy from established companies would have been unthinkable just a decade ago. Times have changed, though, and businesses today have started to realize how important LGBT issues are to many consumers, especially young people. As a result, companies that Continue reading →

Hiring, Human Resources, Equality, Benefits, Gay Marriage, Diversity, Branding, Ethics

Chapter 1: Taking Risks and Making Profits, Chapter 4: Ethics and Social Responsibility, Chapter 8: Organizational Culture and Structure, Chapter 11: Human Resource Management, Chapter 12: Labor Management and Unions, Chapter 13: Marketing, Chapter 16: Place and Promotion

The Best and Worst Super Bowl Commercials of 2016

February 8, 2016

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Aside from being an exciting night for Denver Broncos fans, Super Bowl 50 didn’t exactly provide viewers with much entertainment on the field. In fact, the 63 commercials that aired nationally during the big event may have generated more online conversation than the game. But the impact of this year’s ads can’t be attributed solely to some sloppy play on the gridiron. After all, many brands now hype their ads with the same gusto as the NFL’s pregame festivities.

For Continue reading →

Sports, Branding, Advertising, Super Bowl, Marketing, Football, Doritos, Hyundai, Heinz, Squarespace

Chapter 1: Taking Risks and Making Profits, Chapter 13: Marketing, Chapter 14: Product and Price, Chapter 15: Distribution, Chapter 16: Place and Promotion, Bonus Chapter B: Technology and New Media

The Bitter Backlash Against Mast Brothers’ Chocolate

February 3, 2016

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For almost a decade, the Brooklyn chocolate company Mast Brothers seemed to embody the New York borough’s newfound artisanal spirit. Touting their product as handcrafted “bean-to-bar” chocolate, founders Rick and Michael Mast took center stage in marketing campaigns that celebrated their candy’s quality and authenticity. Dressed in antiquated suits and sporting long Civil War-era beards, the pair soon became just as famous for their appearance as their $9 candy bars. But this meticulously crafted image may have been spoiled for Continue reading →

Candy, Ethics, New York, Food, Mast Brothers, Brooklyn, Crisis management, Product Development, Branding, Marketing

Chapter 1: Taking Risks and Making Profits, Chapter 4: Ethics and Social Responsibility, Chapter 6: Entrepreneurship, Chapter 13: Marketing, Chapter 14: Product and Price, Chapter 16: Place and Promotion

Can Chipotle Recover from Its E. coli Crisis?

January 29, 2016

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Chipotle enjoyed years of rapid growth thanks in part to its heavily marketed commitment to fresh ingredients. However, that established image has crumbled over the last few months as the burrito chain grapples with a major E. coli outbreak at its restaurants. Chipotle’s problems began in summer 2015 when customers began falling ill in California and Washington. Attention then shifted across the country to more than 140 Boston College students who received food borne noroviruses from a local Chipotle. By Continue reading →

Branding, Marketing, Distribution, Ethics, Chipotle, Food, Supply chains, Safety

Chapter 1: Taking Risks and Making Profits, Chapter 4: Ethics and Social Responsibility, Chapter 7: Management & Leadership, Chapter 13: Marketing, Chapter 14: Product and Price, Chapter 15: Distribution, Bonus Chapter A: Business Law

How Jingle Punks Put Everything to Music

August 3, 2015

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For those who don’t have a feline friend of their own, any advertisement for cat food they encounter will probably fall under the radar. That is unless the words “Meow Mix” happen to enter their ears. According to a 2011 survey conducted by the company, more people knew the melody to Meow Mix’s iconic 1970s jingle than the national anthem. This fact is even more incredible considering that the company hadn’t run an ad with the tune since 1996. Throughout Continue reading →

Branding, Promotions, Entertainment, Marketing, Music, Jingle Punks, Meow Mix

Chapter 1: Taking Risks and Making Profits, Chapter 5: Forms of Business Ownership, Chapter 13: Marketing, Chapter 14: Product and Price, Chapter 15: Distribution, Chapter 16: Place and Promotion, Bonus Chapter B: Technology and New Media

Target’s Wildly Popular Lilly Pulitzer Promotion

July 3, 2015

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Modern retailers stock so many items that consumers can usually buy whatever products they want whenever they want them. Still, a number of companies utilize limited-run sales and exclusive partnerships with brands in order to generate buzz about their business. Target is one of the biggest users of this strategy, teaming up with more than 150 companies in one-off joint ventures since 1999. The retailer’s latest gimmick sale brought them together with the clothing and lifestyle brand Lily Pulitzer, a Continue reading →

Target, Marketing, Lilly Pulitzer, Branding, Promotions, Retail, Gimmicks

Chapter 1: Taking Risks and Making Profits, Chapter 13: Marketing, Chapter 14: Product and Price, Chapter 15: Distribution, Chapter 16: Place and Promotion