Great article from Forbes that sheds some useful insights on why and when to rebrand…
“Rebranding can be a good way to better reflect your company’s current focus and growth, but the process must be handled with the utmost care. Otherwise, you risk alienating your existing customers while failing to attract any new ones.“
Was pulling the sneaker the right thing to do? For some, it was a racist sneaker for others an icon of history. Did Nike do the right thing? Why did they get there in the first place? So many questions and so many media impressions. Here’s what I shared on CNBC Squawk Box.
The exponential growth of the e-cigarette industry has led to a race among a variety of companies to gain market share and brand recognition. Here’s my POV with NBC News:
The messaging has worked. “It used to be sexy to smoke a cigarette. Now, it is cool and sexy to smoke an e-cigarette,” said Dean Crutchfield, founder and CEO of Crutchfield + Partners, a market growth and development consultancy. “It is a fascinating market for brand marketing because of the uniqueness of that category. And data is absolutely necessary.”
As the industry continues to grow, Crutchfield said the grab for consumer data is about finding a way to measure the “influence, reach and engagement of e-cigarette marketing…The companies are testing this on teens. It has huge and rapid appeal,” he said. “This is the guinea-pig generation.”
Here’s the full article.
…Who can steer Uber into a new chapter? JP Mangalinda at Yahoo asked me who should be the COO Travis was looking for. I recommended a woman. Here’s why:
Read more with Yahoo Financial.
and great parties!
As you’ll see the secret of great campaigns is that they’re smart, succinct and hold surprise.
“An arrogant behemoth”
From Yahoo Financial:
Dean Crutchfield, a New York-based branding specialist, struck an even more dire tone than Kerris.
“The first thing they have to recognize is that brands, like people, get sick,” Crutchfield explained. “Uber needs to admit it’s slightly broken. This was a cool, game-changing brand, and now it’s an arrogant behemoth. It sort of lost itself in its success. One has to respect customer and driver’s emotions, and I think they’ve forgotten about that. It’s a problem not just of their business, it’s a problem of the leadership. That leadership reflects poorly on the brand.”
Crutchfield pointed to United Airlines’ (UAL) recent controversy, in which a passenger was forcibly removed from a flight. United CEO Oscar Munoz exacerbated the public backlash by initially blaming the passenger for the brouhaha. United subsequently issued several apologies and promised a sweeping review of policies, particularly around crew behavior and passenger incentives.
“[T]here was a real arrogance where the CEO did not recognize their weaknesses and faults,” Crutchfield said.
Uber, for its part, knows it has a serious problem on its hands. Kalanick told employees in March he planned on hiring a COO “who can partner with me to write the next chapter in our journey.” Uber board member Arianna Huffington, meanwhile, is helping lead an “urgent” investigation into one engineer’s sexual harassment claims against the company.
But while that’s certainly a start, it’s clear company-wide changes to Uber must go far deeper. Full article.