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Bing is another example of social media campaign gone wrong... Great example of what not to do for any company that wants to strike a balance between corporate gains while using the societal situation such as in this case tragedy of one country to maximise its own brand name in retweets and donating the money to the right cause.

#2017mitsloanbrandingB #professorgosline

In light of his famous but highly controversial music video and song Blurred Lines... did Robin Thicke were asking for disaster in the same way as McDStories campaign by inviting everyone on Twitter for Q&A session while using hashtag AskThicke? probably a naive campaign to organise in hindsight.

#2017mitsloanbrandingB #professorgosline

American well Its an innovative idea to provide a healthcare service online to the patients that American well came up with and so far been relatively successful in. However, has it potential to meet all factors of rapid adoption and difusion? Yet to prove but the fact that they have been successful in bringing onboard the insurance companies and most recently Samsung Electronics on board to form a new strategic partnership indicates there is a tremendous opportunity that exists to develop new healthcare services for providers, patients and employers. Telehealth definitely offers a better alternative if the existing care is hard to obtain when needed and too expensive especially in the market like US. Easy to navigate, transparent and simplified if offered on mobile promise is empowered patients. The partnership with Samsung shows that there is an evolution in this industry towards integrated care delivery...that has potential to have a sweeping impact to the whole healthcare ecosystem.

#2017mitsloanbrandingB #professorgosline

Can there be so many good looking people in one place? Only at the Burberry gig! Iconic brand. Worn and loved by many and also no exception the London born Naomi Campbell who makes a statement by wearing her Burberry scarf that sends a signal and brand associations to any aspiring shopaholic and fashionista and practical and quality appreciating consumer. Burberry is British in its attitude - rocking, quirky and self-depreciating with a spice of snobbishness. Always Prorsum Burberry! 💓

#2017mitsloanbrandingb #professorgosline

Brand manifold is more complex than brand managers may think

Brand manifold or the art of adapting, changing the brand your customers are accustomed for. For example, one of the fun examples at the try to change the logo of GAP which they tried to do in 2010 with no warning out of blue and had to change it back to the original version literally in less than 6 days as the response was so bad from the consumers and design community on the new brand logo. Brand rebrand costed them around $100 million. Another example is Colgate that tried to extend their brand into food products calling themselves a Colgate Kithcen Entrees. It failed miserably as in consumers mind Colgate does not necessarily associate with the tasty food though the idea of brushing the teeth after eating the food makes sense. But mostly to the company itself than the consumer. There are many examples like that when companies try to use, change or extend their brands into something that may coincide with the internal brand meaning but does not coincides with the brand external meaning. Which leads to the question that in many respects no company or a manager can truly control their brand image as brand(s) live their own lives in the eyes of the consumers. Especially in today's world where power lies with the consumers in molding their perception, interacting and accepting the brand-products. It is definitely getting harder for companies and their relative brand managers to instrument brand manifold in a consistent way that does not destroy the profits and damage brand reputation.

#2017mitsloanbrandingb #professorgosline #brandmanifold

Singapore Airlines - your ultimate A350 Experience. How does a company in any business or industry gains competitive advantage and brand equity and sustains it overtime? If we look at the history of Singapore Air case it seems like at first the relative lack of competition in the space helped them to get ahead of competition and secure the number 1 spot. Then airline started to innovate with offering free meals, headsets etc to earn customers delight. Once the cheap carriers started getting into the market and eroding their market share Singapore Air realised that people and culture are paramount in delivering the consistent service and highest service to the customers and employees power in either delighting or eroding the customer experience. Apart from the operational excellence that went hand in hand with it like great food on board, new air buses, also the consistent visual brand promise of Singapore Girl in bringing the best of Asia in that image like hospitality and warm and caring attitude, all added to the great customer experience perception. Ability to delight its customers all throughout their customer journey that's what in my opinion gives Singapore Air unrivalled competitive advantage and differentiates them from their competition like British Airways and others.

#2017mitsloanbrandingb #professorgosline #singapore #singaporeairlines

Concha y Toro. Chile The current two strategies to pick from for the Concha y Toro wines are the bottom up aka high end premium wine segment strategy and top-down aka what they call "basic" wine segment strategy. I would advise them to go with the latter or basic wine segment because they can exploit their own strong distribution network globally as the main competitive advantage as well as expand by aquisitions of small producers that will give them greater market share and growth opportunities to improve margins through economies of scale. It seems it will be much shorter route to offset low profitability despite the fact they will need to make initial investments into the expanding their vinification capacity. If they chose the first strategy of bottom up approach from lower end to high end segment it will require more focused marketing strategy and planning which even if it sounds easier to achieve than the top-down approach is actually harder to build as the industry has a very Old world approach to marketing. There seems to be more "focus on the product then marketing" as per Eduardo Guilisasti at Concha y Toro. Which basically implies that if they chose to go into high end market segment wines they have to do both at the same time or marketing should be even ahead of product...as it is probably even more strategic and crucial for them in the long-term in terms of appropriate vision and branding of the product. But whichever strategy is picked they have to do quantitative and qualitative analysis prior to understand the consumer behavior and insights and incorporate them into their decision-making.

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Thoughts on peanut butter and iScents from our PC

Among 4 of the examples of innovative services and products in the case for faster product diffusion to the masses I see the most potential for The Best Thing Since Sliced Bread and the Now on the PC Screen: Scent of a Kitchen. We could argue that in both cases the innovators can take advantage in categorisation of innovation adopters just due human's basic need to feed themselves and mostly react to smells from the food they eat. And according to the Roger's Five factors the innovative products will sell themselves and diffuse rapidly if they have relative advantage, compatibility, complexity, trialability, observability, which in the first case, of peanut butter sandwich, it seems on many of these points they do. Though there is nothing to compare with on the market right now apart from the peanut butter cookies but those come in hard peanut butter so as long as the innovators can crack the way to keep the fresh and soft taste of the butter it has potential to make a hit. On the other hand, its going to come to the consumer at an additional cost for the action they already performing themselves even though at a more inconvinience in terms of comfort and time. So it has rational in terms of saving time and discomfort of leaking the butter and breaking the bread and if they come up with the product that is well designed, fresh and healthy as peanut butter is, and at the same time give the value of a clean, easy and comfortable experience then it could find fast first adopters from the already existing peanut butter fans as well as imitators in my opinion. On the second example that I picked the idea in itself sounds very funky and cool, something from a science fiction or a movie, and despite it having a great potential both among key customers in the face of food industry players it makes a harder case in terms of timeline as in the case of telephone. How long can it take for all the factors to come together before people will see and realise the value of this type innovative iScent technology and network effects kick in so to say? To me it sounds very promising technology but the one that may take another 50 years before it becomes a daily part of our lives.

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Nu2. CORONA (Extra) Beer - Tell a story. Your story. What is Corona Extra to me in its brand promise? Its the cool of ocean water and the sour taste of refreshing bubbles of its beer with that little piece of lemon wedge or lime on a hot day…at the beach where sunshine is eternal and you are light and happy with your own unconventionality…:) One of the strongest brands in the world of beverages Corona’s brand value is estimated at $6.8 billion. Heineken may need to work harder to create a stronger brand image...that is less conventional and almost boring. Captain Jack Sparrow for Corona and James Bond for a Heineken.

#2017mitsloanbrandingb #corona extra #branding #mitsloan

crimegrafia

Instagram ☻

Long time since I last used my page here!...started as a visual diary of my time in Lagos 🙏🏼😊 Now in my new status as a Sloan Fellow at MIT Sloan I will continue tumbling as part of my branding class with the brand reflections 📇👨‍🎓Let the tumbling begin #mit #sloanfellows #newchapter #sloan #spring17