January 2015 Blog Posts (3)

Reebok: "Be More Human"? No, Be More Strategic.

Here's the new positioning and advertising from Reebok with the tagline - "Be More Human".

Reebok is attempting to rise from the ashes; to rebuild themselves in the sports footwear/apparel marketplace. This new campaign and positioning is an ambitious stab at contemporary relevance.  

It doesn't work.

The…

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Added by Michael B. Moore on January 28, 2015 at 10:00pm — No Comments

Will You Take The Blue or Red Pill of Brand Strategy?

If you’ve spent any time on this blog you know that my “thing” is helping companies leverage the rich power of human emotions to build stronger, more profitable brands. Doing so can create legions of emotionally connected consumers who buy more, more often, and tell their friends! And isn’t that the…

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Added by Michael B. Moore on January 14, 2015 at 8:00am — No Comments

Innovation in the Cola Wars

The carbonated soft drink (CSD) business is reeling. Volume at both Coke and Pepsi has dropped for years and there’s no light at the end of the tunnel. Most point to two causal factors. One, “sodas” have become a prime PR target of the health movement against high calorie, unhealthy food and drinks. Second, soft drinks have lost significant…

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Added by Michael B. Moore on January 6, 2015 at 3:30pm — No Comments

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