Marketing Currents - Business and Marketing Current Events

Folgers Unleashes a Sonic Assault to Challenge Its ‘Bad Reputation’

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Consider this your wake-up call.

Agency PSOne rocks loud and hard for Folgers in a raucous :60 driven by Joan Jett and the Blackhearts’ FM staple “Bad Reputation.” Ultimately, the original guitar-driven track segues into a brassy jazz interpretation led by New Orleans jazz maestro Trombone Shorty.

Click here to read the story at musebycl.io.

Discussion Questions:

  1. What is a brand?
  2. What is brand perception?
  3. Based on information from this story, how do you think consumers perceive the Folgers brand?
  4. Why is it important to Folgers to change that perception?
  5. How is the brand attempting to change that perception, based on what you learned from this news story?
  6. If you were a marketing professional working for Folgers, what would you suggest as a strategy for changing brand perceptions? Be prepared to share your ideas in class.
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.

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