How To Bust A Category…

 

Four foundations to accomplish stand-out in a category:Innovation and Evaluation

 

 

Dean Crutchfield: In the Press II

Dean Crutchfield insights on marketing and brands across a variety of media and press, Allstate, AB, Millipore, Anheuser Busch, Volvo, McDonald’s, Naming,

The wild ones at Allstate

Burt Helm, October 1st 2007, Business Week

http://www.businessweek.com/magazine/content/07_40/c4052006.htm

Too many forgotten how to play the name game

Jonah Bloom, November 2007, Advertising Age

http://findarticles.com/p/articles/mi_hb6398/is_/ai_n25582575?tag=artBody;col1

McDonald’s, a redesign starts to pay off

Julie Werdigier, April 17th 2007, International Herald Tribune

http://www.iht.com/articles/2007/08/17/business/wbmcdo.php

McDonald’s, but with flair

Julie Werdigier, August 25th 2007, Te New York Times

http://query.nytimes.com/gst/fullpage.html?res=990DEEDD113CF936A1575BC0A9619C8B63&scp=1&sq=Mcdonald%27s,%20but%20with%20flair&st=cse

Volvo moves gingerly to be sexy

Anthony Fontanelle, August 31st 2007, The Wall Street Journal

http://www.articlealley.com/article_209741_31.html

Millipore sees bigger tech role

Todd Wallack, September 17th 2007, The Boston Globe

http://www.boston.com/business/globe/articles/2007/09/17/millipore_sees_bigger_tech_role/

Brewers to Tap new marketing power

Suzanne Vranica, October 10th 2007, The Wall Street Journal

http://online.wsj.com/article/SB119197068265154033.html

With economy volatile, financial firms start to stress stability
Stuart Elliott, September 7th 2007, The New York Times

http://www.nytimes.com/2007/09/19/business/media/19adco.html?_r=1&sq=With%20economy%20volatile,%20financial%20firms%20start%20to%20stress%20stability&st=cse&adxnnl=1&oref=slogin&scp=1&adxnnlx=1221400891-jqT7Ilawhn7AmzYN5+0rNQ

Dean Crutchfield: In the Press I

Dean Crutchfield insights on marketing and brands across a variety of media and press: McDonald’s, Post Office, Docks, Starbucks, Ad agencies in down turn, Superbowl, Humor in advertising,

A Brand new day

Kamau High, October 2008, Billboard

http://www.billboard.biz/bbbiz/search/article_display.jsp?vnu_content_id=1003839362

Ad agencies, already lean, are cutting their payrolls

Suzanne Vranica, October 13th 2008, The Wall Street Journal

http://online.wsj.com/article/SB122384687637226819.html

Striving for balance between losses and laughs
Stuart Elliott, October 14th 2008, The New York Times

http://www.nytimes.com/2008/10/15/business/media/15adco.html?ref=business

Super Bowl Hit, recession fears blitzing ad industry showcase
Holly Sanders, February 8th 2008, New York Post

http://www.nypost.com/seven/12012008/business/super_bowl_hit_141680.htm

A new look for McDonald’s
Matt Vella, December 8th 2008, Business Week

http://www.businessweek.com/innovate/content/dec2008/id2008123_918813.htm

TV campaign is culture shift for Starbucks

Stephanie Kang, November 17th 2007, The Wall Street Journal

http://marketinganalyst.blogspot.com/2007/11/tv-campaign-is-culture-shift-for.html

Post Office aims to leave yesterday’s image behind

Stuart Elliott, October 23rd 2007, The New York Times

http://www.nytimes.com/2007/10/23/business/media/23adco.html?n=Top/Reference/Times%20Topics/Organizations/P/Postal%20Service

Docks to woo women at trunk shows

Suzanne Vranica, October 1st 2007, The Wall Street Journal

http://blogs.wsj.com/runway/2007/10/01/dockers-to-woo-women-at-trunk-shows/

Dean Crutchfield: In the Press III

Dean Crutchfield insights on marketing and brands across a variety of media and press, Microsoft, Visa, GM, Coke, Pepsi, American Airlines, Olympics,

Are the Olympics worth it?
Sophia Banay, April 11th 2008, Portfolio

http://www.portfolio.com/news-markets/top-5/2008/04/11/Olympic-Sponsorship-Dangers

Beverage Bigs Battle Bottle backlash

Kenneth Hein, February 17th 2008, Brand Week

http://www.indiaresource.org/news/2008/1021.html

Tailspin gets a new meaning

Michael Bush, April 14th 2008, Advertising Age

http://www.accessmylibrary.com/coms2/summary_0286-34404513_ITM

Sinatra still the chairman with hit album

Kamau High, August 14th 2008, Billboard

http://www.reuters.com/article/entertainmentNews/idUSN2329184820080523

At 100 GM looks ahead to better days

Steve Miller, August 21st 2008, Brand Week

http://www.brandweek.com/bw/content_display/news-and-features/automotive-travel/e3iea21f1e730544128c2cdca728d337bb7

Critics say Gates-Seinfeld duo no laughing matter

Suzanne Vranica, September 8th 2008, Wall Street Journal

http://online.wsj.com/wsjgate?subURI=%2Farticle%2FSB122082676065908265-email.html&nonsubURI=%2Farticle_email%2FSB122082676065908265-lMyQjAxMDI4MjAwODgwMjg2Wj.html

Visa dangles $600 Million for Holding Co. That can help it regain identity

Rupal Parekh, September 8th 2008, Advertising Age

http://adage.com/agencynews/article?article_id=130960&search_phrase=visa

Microsoft’s new ad creates PR possibilities

Aarti Shah, September 10th 2008, PR Week

http://www.prweekus.com/Microsofts-new-ad-creates-PR-possibilities/article/116482/

Dean Crutchfield: In the Press IV

Dean Crutchfield insights on marketing and brands across the media and press, best Naming approach, effective naming strategies, Coke, WAMU, Washington Mutual, Myspace, Frank Sinatra, What’s hot in 2008, Starbucks,

Coke, Clydesdales score with the Super Bowl viewers

Suzanne Vranica, February 4th 2008, The Wall Street Journal

http://online.wsj.com/article/SB120112559156711183.html?mod=fpa_mostpop

What’s in a name? A lot it turns out

Ruth Sherman, February 7th 2008, Fast Company

http://www.fastcompany.com/blog/ruth-sherman/lip-service/whats-name-lot-it-turns-out

On the Internet, It’s all about my

David Browne, April 20th 2008, The New York Times

http://query.nytimes.com/gst/fullpage.html?res=9F00E1DC173AF933A15757C0A96E9C8B63&sec=&spon=&pagewanted=2

Going for the gold

Mitchell Peters, August 26th 2008, Billboard

http://login.vnuemedia.com/bbbiz/content_display/industry/e3icaabfeb875c91a9e674ae57e18371690

What’s hot for 08?

Kamau High, January 4th 2008, Adweek

http://www.insidebrandedentertainment.com/bep/article_display.jsp?vnu_content_id=1003689967

How to reenergize Starbucks

Matt Vella, February 20th 2008, Business Week

http://www.businessweek.com/innovate/content/feb2008/id20080220_372003.htm

Sinatra still the chairman with hit album

Kamau High, May 23rd 2008, Reuters

http://www.reuters.com/article/musicNews/idUSN2329184820080525

Dean Crutchfield: In the Press V

Dean Crutchfield insights on marketing and brands across the media and press, Oscars, Starbucks, Superbowl, Bank of America, Tesco, Chris Bosh, Pepsi,

Pepsi sign to get a lot more pop

John Lauinger, November 3rd 2008, Daily News

http://www.nydailynews.com/ny_local/queens/2008/11/03/2008-11-03_pepsi_sign_to_get_lots_more_pop.html

Tesco’s fresh and easy: are magic numbers ahead
Kevin Coupe, February 22nd 2008, Morningnewsbeat.com

http://www.morningnewsbeat.com/Home/Home_S.las?Date=2008-02-22

Athletes’ new game: their own web ads

Adam Thompson, January 17th 2008, The Wall Street Journal

http://online.wsj.com/article/SB120053935433496705.html?mod=hps_us_editors_picks

Bank of America’s brand power

Holly Sanders, January 14th 2008, New York Post

http://www.nypost.com/seven/01142008/business/bofas_brand_power_827085.htm

Philosophy for sale

Jessica Johnson, April 5th 2008, Globe and Mail.com

http://www.theglobeandmail.com/servlet/story/LAC.20080405.ATLAS05/TPStory/specialTravel

Celeb overkill saps commercial appeal

David Li, February 4th 2008, New York Post

http://www.nypost.com/seven/02042008/news/nationalnews/celeb_overkill_saps_commercial_appeal_72095.htm

How to reenergize Starbucks

Matt Vella, February 7th 2008, Business Week

http://www.businessweek.com/innovate/content/feb2008/id20080220_372003.htm?campaign_id=rss_null

Oscars Special: 30 sec. Chick flicks

Holly Sanders, February 2008, New York Post

http://www.nypost.com/seven/02252008/entertainment/movies/30_sec__chick_flicks_99226.hm

Dean Crutchfield: In the Press VI

Insights on the world of brands and marketing across the media and press, Bing, Microsoft, Unilever, P&G, Doritos, Michael Phelps, Super Bowl, Doctor Pepper, Olympics,

‘Search Overload Syndrome’: Bing campaign takes on Google
Nick Eaton, June 3rd 2009, Seattlepi.com

http://blog.seattlepi.com/microsoft/archives/170248.asp?source=rss

With Bing, Microsoft marketing push aims to shift spotlight from Google
Sharon Pian Chan, June 4th 2009, The Seattle Times

http://seattletimes.nwsource.com/html/microsoft/2009298137_bing04.html

Soap Makers, Others hitch ads to swine flu

Emily Steel, April 30th 2009, The Wall Street Journal

http://online.wsj.com/article/SB124104831476470887.html

Monster, Doritos score in big game blitz – Superbowl 09
Suzanne Vranica, February 4th 2009, The Wall street Journal

http://online.wsj.com/article/SB123354146320838135.html?mg=com-wsj

Pool fool letting endorsement deals go up in smoke
Andrea Peyser, February 4th 2009, New York Post

http://www.nypost.com/seven/02022009/news/columnists/pool_fool_letting_endorsement_deals_go_u_153152.htm

Ads glitz sacked by $lump – Superbowl 09
David Li, February 4th 2009, New York Post

http://m.nypost.com/ms/p/nyp/nyp/view.m?id=23930&storyid=153223

Super Bowl spotlight isn’t all good for Cash4Gold

Michael Bush, February 9th 2009, Advertising Age

http://adage.com/superbowl09/article?article_id=134410

It’s so uncool not to be in the brand band

Jenny Mcartney, January 9 2009, The Sunday Telegraph

http://www.telegraph.co.uk/opinion/main.jhtml?xml=/opinion/2007/06/10/do1007.xml

Free Dr. Pepper for All as Guns N’ Roses album releases is set

Michael Bush, December 8th 2008, Advertising Age

http://adage.com/article?article_id=131958