blog:
What I’ve learned from J.C. Penney
by Rashida Nebbitt on 4.16.2013 posted in Brand Development
It appears J.C. Penney has made its way into headlines once again. This time the retailer is in the news, not for its continually disappointing quarterly sales, but for firing CEO Ron Johnson. The company has opted to reinstate ex CEO Myron Ullman in an attempt to save face and hopefully gain some forward traction. read more
J.C. Penney, the Comeback Kid?
by Rashida Nebbitt on 12.11.2012 posted in Advertising, Brand Development
With it being December and holiday shopping has commenced in full swing, I thought I’d share my thoughts on what’s going on with J.C. Penney, or as they have been rebranded jcp. You see, jcp’s rebrand is my perfect example of marketing gone wrong. It’s an example of a CMO ignoring the research of what draws in customers in favor of a plan that doesn’t quite fit the brand. read more
eBay rebrands and says goodbye to history
by Julian Kussman on 9.14.2012 posted in Advertising, Brand Development, Creative
First things first, the main course, eBay’s new logo: read more
The Rules of Engagement
by Courtney Bogolin on 6.28.2011 posted in Brand Development, Interactive Marketing
While it’s important to note the number of new Facebook fans a company’s Fan Page garners each week, this metric is not the most important indicator of social media success. Instead of focusing on increasing fan volume, companies should work towards fostering fan engagement.
From reporter to agency strategist, maintaining industry contacts provides edge
by Scott McClure on 4.15.2010 posted in Advertising, Brand Development, Interactive Marketing
Back in the day, as a young cub reporter for a daily newspaper, one of the first lessons I learned was the value of having reliable contacts. I’d spend at least some time each day talking with the mayor’s secretary, the deputies at the jail, the police dispatchers. It was usually just friendly conversations about the job, family, politics and the like, but establishing that bond and trust led to more than one call about breaking news, an important arrest, or a development that gave me an edge over competing media. My sources knew and understood my motives, and also knew that the information they shared would be treated confidentially and professionally. read more
Brand advocates or bargain hunters?
by Megan Reeg on 12.4.2009 posted in Brand Development, Promotions, Trends + Surveys
A few days ago, a friend and I were discussing weekend dinner plans over the phone. I suggested a local restaurant, and he responded, “Let’s check out their website first to see if they have an e-mail list. Can you check if they’re on Twitter? We might be able to get a discount.” read more