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Positioning

Branding

Meta, Microsoft, hundreds more own trademarks to new Twitter name

Billionaire Elon Musk’s decision to rebrand Twitter as X could be complicated legally: companies including Meta and Microsoft already have intellectual property rights to the same letter. Click here to read the story at cnn.com. Discussion Questions:

By Chris Lindauer, 2 years08/01/2023 ago
Functions of Marketing

Peloton’s relaunch of its entire brand includes a workout app overhaul with 3 tiers—including a free one

Peloton wants to be known as more than just an exercise bike company, and it’s revamping its app to achieve that goal. Click here to read the story at finance.yahoo.com. Discussion Questions:

By Chris Lindauer, 2 years06/04/2023 ago
Distribution

Prebiotic soda Olipop approaches $200 million in annual sales — and CEO says Coca-Cola and PepsiCo have already come knocking

Prebiotic soda maker Olipop is set to cross $200 million in annual sales this year, just five years after it arrived on grocery store shelves. Click here to read the story at cnbc.com. Discussion Questions:

By Chris Lindauer, 2 years05/07/2023 ago
Brands

Why these chunky, ugly running shoes are selling like crazy

Sneakers designed to feel like running barefoot used to be the hottest phenomenon in exercise. Now, the opposite is true. The ugliest, chunkiest sneaker brand is flying off the shelves. Click here to read the story at cnn.com. Discussion Questions:

By Chris Lindauer, 2 years04/30/2023 ago
Business Plan

Bed Bath & the great Beyond: How the home-goods giant went bankrupt

A total of 10 shoppers meandered the vast and visibly sparse aisles of a Bed Bath & Beyond in Northern Virginia on a recent Sunday. Click here to read the story at npr.org. Discussion Questions:

By Chris Lindauer, 2 years04/30/2023 ago
Branding

Tillamook wants to be nation’s favorite brand

It’s been a year since Oregon’s Tillamook County Creamery Association won recognition as a Certified B Corporation for its sustainable and worker-friendly farming practices. Now the dairy cooperative wants to use that designation to build credibility and trust beyond the West Coast. Click here to read the story at farmprogress.com. Read more…

By Chris Lindauer, 2 years04/23/2023 ago
Business Plan

How a Secret Pink Drink Consumed by NHL Pros Became the Powerhouse Brand BioSteel

Former NHL star Mike Cammalleri and co-founder John Celenza discuss the launch and growth of their health and hydration-focused company BioSteel. Click here to read the story at entrepreneur.com. Discussion Questions:

By Chris Lindauer, 2 years04/23/2023 ago
Business Plan

Elon Musk is rebranding Twitter as X Corp

Twitter “no longer exists” and has merged with the newly created shell firm X Corp, according to an April 4 legal document filed by Twitter in a California court. CEO Elon Musk apparently confirmed the news by tweeting an X. Click here to read the story at qz.com. Discussion Questions:

By Chris Lindauer, 2 years04/15/2023 ago
Advertising

Chrysler Brand Brings ‘Vanlightenment’ to Consumers With Multimedia Marketing Campaign for Chrysler Pacifica and Pacifica Hybrid

New campaign “Vanlightenment” for the Chrysler Pacifica and Pacifica Hybrid spans television, digital and social media, including Chrysler brand’s Facebook, Twitter and Instagram channels. Click here to read the story at prnewswire.com. Discussion Questions:

By Chris Lindauer, 2 years03/26/2023 ago
Branding

Chipotle spinoff restaurant: Farmesa to serve customizable bowls with salmon, veggies and more

Chipotle Mexican Grill announced Wednesday it will open a new spinoff restaurant, Farmesa, a “fresh eatery concept” serving customizable bowls in California. Click here to read the story at usatoday.com. Discussion Questions:

By Chris Lindauer, 2 years02/18/2023 ago

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