Nivea in France has benefited from re-focusing on the core, as shown by Helen Willems, General Manager of Beiersdorf France & Belgium, in a lunch organised by The House of Marketing and the Belgian Marketing and Management Association.
—Jeff Goodby of Goodby, Silverstein & Partners wrote "got milk?"—one of the greatest marketing taglines ever. Here, he looks back at the campaign on its 20th anniversary. It is perhaps the most boring product imaginable.
Brand marketers know it’s harder than ever to replace lost customers, so plugging the leaks in a brand franchise is essential. Growth will come from strengthening loyalty and building more of the value for which customers will be willing to pay.
BEIJING -- As American shoppers pinch pennies this holiday season, a new documentary takes a personal look at the U.S.-China trade deficit of over $220 billion by challenging a California family to make Christmas happen without anything labeled “Made...