One of the first phrases children are taught to say is “thank you.” This simple expression of gratitude then sticks with us throughout life, acting as the appropriate response to a range of situations both simple and serious. In the eyes of Citigroup, however, “thank you” is more than just a common reply. Since 2004 the banking giant has operated a rewards program called “ThankYou” that allows customers to earn points from their purchases. As a result, the company trademarked Continue reading
When a company rebrands a popular product, they usually alert the public to the upcoming changes through a widespread marketing campaign. For iconic food and drink brands, however, the process isn’t as straightforward. After all, every marketer remembers what happened when Coca-Cola launched its New Coke brand in the 1990s. Consumers reacted viciously to the soft drink’s revamped recipe, creating a rift with the public that took Coca-Cola years to repair.
Executives at Kraft took horror stories like these to Continue reading
For many modern Americans, going to the movie theater just doesn’t hold the same appeal as in years past. After all, consumers can easily access thousands of films from the comfort of their couches. Those especially fortunate individuals enjoy their media on 70-inch, surround-sound enabled televisions, further undermining the attraction of the theater experience. With these factors in mind, last week the CEO of AMC Theaters said that the company was considering lifting its ban on texting during screenings. Internet Continue reading
In 2005 the website Etsy launched as an online marketplace where artisans across the country could sell their wares. The Brooklyn-based company quickly established itself as a destination for handcrafted items that shoppers wouldn’t find in any stores. As the years progressed Etsy’s army of craft sellers grew into the thousands, with women accounting for a whopping 85 percent of them. The company marked a major milestone in 2012 when it became a certified benefit corporation. By 2015 Etsy’s stock Continue reading
With e-commerce now commonplace, traditional retailers are having a lot of trouble convincing customers to visit their stores. After all, online outlets allow people to order almost anything they need for the best price on the market. Brick and mortar retailers, meanwhile, must rely on promotions and holiday shopping since they can’t compete on price or selection. Even these strategies have become increasingly undependable, however. The most recent Christmas season saw sales rise by just 3 percent. In fact, the Continue reading
In today’s age of targeted advertising, billboards may seem like a holdover from another era. However, these seemingly obsolete roadside ads could bring about one of the latest advancements in mobile marketing. This week the media giant Clear Channel announced a plan to make their tens of thousands of billboards more effective by analyzing location data from smartphones. The idea is to aggregate demographic information about the people who travel by a particular billboard and where they go afterwards. For Continue reading
For many modern eaters, food doesn’t necessarily have to be healthy as long as it’s authentic. After all, people don’t eat at popular burger joints like Shake Shack because their food is more nutritious than McDonald’s. Today’s fast casual chains draw in customers by focusing on how their ingredients are genuine and sustainable rather than simply healthy. As Chipotle’s recent troubles show, though, maintaining high quality standards in the vast food industry is a lot more difficult than advertised. Not Continue reading
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
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
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