There exist innumerable reasons why a company decides to change its corporate identity. Perhaps the identity has become dated and is inconsistent with the company’s strategic marketing objectives. Or management wishes to signal a change in competency or culture. Maybe a new company is created as a result of a merger or acquisition. The reasons […]
Since 1872, Ringling Bros. and Barnum & Bailey’s Circus has leveraged its slogan, “The Greatest Show on Earth” to international renown. But back in the early ‘60s, along came the state of Utah promoting its local ski industry with the slogan, “The Greatest Snow on Earth.” Learning of Utah’s application for a federal (nationwide) […]
Until recently, the name “Berkshire Hathaway” was important and familiar almost exclusively to Wall Street, stakeholders and business blogs. But now, a stroll through a suburban neighborhood finds Berkshire Hathaway Home Services “for sale” signs. What had been Prudential Real Estate is now a sibling of Fruit of the Loom, Dairy Queen, MidAmerican Energy and […]
Interesting article in the October 6 New York Times. A business consulting service, How, is suing Chobani, a yogurt manufacturer, for promoting a tagline, “How Matters.” I’m certainly no attorney but I ask, one, can anyone own such a patently generic word as ‘how’ and two, being in different industries where is any cause for confusion among consumers, the […]
For over forty years Federal Express has led the industry it pioneered. Over this period, the company has met some serious challenges to its market leadership. This entry will discuss four such challenges occurring between 1992 and 2000, a period of immense change for both the company and its industry.