diegomenca-blog

[diegomenca-blog]

Our Nike friends did it again. wonderful commercial that exploits the nice tension between being a professional (aspiration), video games, and real football with your friends in the street.  Notice how just in one part of the video they reference to a Nike product (football shoes); that is because the real product is the emotion attach to the brand.

Wonderful subtle scenes: Pique not wearing the Spanish National Jersey but the Catalan one. Iniesta confused with the post man Iniesto.... Kobe Bryan talking with Pirlo!  and the 2 ultimate fighters arguing over the referee decision..... GREAT beginning of the WORLD CUP fewer... the best sport show by far in this planet.

[diegomenca-blog]

[diegomenca-blog]

Rose M. Bravo took Burberry from under $200M to around $1.5Billions in 2006 when new CEO Angela A. was announced. Bravo focus on the Englishness, the check, and iconic trench coat of the brand! while also rationalizing its channels and selection of products. Bravo did an amazing job! so what else needed to be done by the new CEO? Angela A. did not shift focus on the key features of the brand, instead she recognized the need to acquired the millennial generation to engage with the brand. She launched a revolution approach in the way to market digital luxury products. Check out the video above for a small taste of her job that has lead to revenues of $2.3Billions in 2013.

Rose M. Bravo had Kate Moss and Angela has Kate Middleton as ambassadors.

(Source: all numbers in the post come from either HBS Case or Annual Reports - originally in GBP and converted by me to today's rate)

Ciao

Diego

[diegomenca-blog]

Do you know Luxottica? no? then Welcome to the world of sunglasses! One group owns Ray-Ban, Oakley, Persol and other top brands as Channel, Prada, Oliver Peoples, Dolce & Gabbana etc...

Luxottica is responsible for the magnificent turnaround of brand like Ray-Ban; In 1990 Luxottica bought Ray-Ban, a brand that was priced at $29.99 at gas stations, they took them off the market for some years and re-launch it! now they are not priced at $ 29.99 anymore! and I bet you can not find them at gas stations!

How did they do it? they took advantage of the pilot design connection with the consumers and leverage on that external perception. Now the Brand has evolve into other categories. Although, their pilot connection is sublet still there - just take a look at the design of their campaign NEVER HIDE.  http://www.ray-ban.com/usa/never-hide-stories

[diegomenca-blog]

#mitsloanbranding #sloanbranding  Surf Air the Netflix of the airlines.

The financial times ones calculated that if you take all the airlines in the history of world together they make: negative $ 33 Billion!.

This venture thinks the ticketing system is over, and they claim to have identified a segment where a all you can eat fee model would work. is this for price sensitive markets? or catered to premium?

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We, in Europe and US, use to think that the airline business has been commoditize; all passenger are price sensitive and the premium segment is minuscule.

Well, other regions in the world show how premium segment is still very much alive and growing. Asia Pacific and Middle East leading the pack. 2013 Top 10 ranking of airlines does not have a single US or European airline http://www.worldairlineawards.com/awards_2013/airline2013_top20.htm

The video above shows how Singapore Airlines value some markets and segments. #mitsloanbranding #mitbranding

[diegomenca-blog]

#mitbranding Cotsco is the biggest wine buyer in the US market, according to this CNBC program (over $1bio worth of wine). Cotsco lead wine buyer says it is like buying and selling any other beverage. what does it tell about the US consumer wine knowledge? what price point do you need to sustain if selling to Cotsco? interesting question for Concha y Toro. #mitsloanbranding

[diegomenca-blog]

#mitbranding – According to Porter's Diamond, Chile will not have a chance to compete in the wine industry. The internal demand is low, there are not big internal rivalries, the supporting industry of food is not exportable etc… however, they have positioned their wines in close competition with their counterparts of the old continent.  Brands as Casillero del Diablo from Concha y Toro are well known today. Here ad featuring the other RED Devils (UK soccer Manchester United) #mitsloanbranding

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Google glass as stand alone product did not cross the chasm. while clearly there is a relative advantage, high compatibility, decent trailability (well if you have $1,500 in your pocket), low complexity; it was the observability of the product what stop the adoption further. This understood not just by the designed but by the negative connotation about privacy. Now Glass would be re-launch with the help of Luxottica (owner of Oakley and Ray-Ban)... lets see if a better design and go to market strategy can cover for the privacy issue. #mitbranding #mitsloanbranding 

[diegomenca-blog]

#mitbranding #mitsloanbranding INNOVATOR – Early Adopters – Early Majority – Late Majority - Laggards

[diegomenca-blog]

The most interesting man in the world. I think this campaign is beautifully executed, portraying another view in what it means being Mexican in the beer battle. An experience, charming, heavy accent man. the name of the beer in Spanish.... this underpins the almost exclusively Monopoly that Corona had over being Mexican in beer. #mitbranding #mitsloanbranding #dosequis