Beneath the Brand | A Blog for Leading Marketers

The Reinvention of J.C. Penney January 27th, 2012 by Kaitlin T. Gallucci
	Age ain't nothing but a number - J.C. Penney may be nearly 110 years old, but the retailer is embarking on one of the most drastic and innovative rebranding strategies, led by its new CEO Ron Johnson (of Apple fame). The brand is rolling out a new "fair and square" pricing and promotional strategy.

Chobani: On Board With Pinterest January 27th, 2012 by Rosann Fisher
	In just a few short years, Chobani has morphed itself from a small yogurt company to a $257-million business that’s ranked third among all yogurt brands. And now, according to Fast Company, the Greek yogurt giant is expanding its progressive social strategy to include Pinterest. After noticing that fans were pinning images of the yogurt, the Chobani social media team decided it was time to create an official place for their customers to connect.

Maintaining a Luxury Brand Image January 26th, 2012 by Kaitlin T. Gallucci
	Luxury consumers are online, and luxury brands are certainly on their way. Still, there are numerous challenges facing the luxury marketer online — how can you maintain the mystique and prestige of a brand’s image in a channel that is essentially a free-for-all? The eTail Blog recently shared some of the most important elements.

The ABCs of Mobile App Measurement January 25th, 2012 by Ted Curtin
	Understanding the metrics behind this growing channel is fundamental to understanding the value of your mobile app as well as the ROI of your mobile investment. According to e-Marketer magazine, an astonishing 63% of marketers don’t measure beyond the initial downloads. You need to understand how customers are interacting with your content and with what degree of frequency.

'Challenged' or Not, Hermès is Engaged January 25th, 2012 by Kaitlin T. Gallucci
	We recently saw Hermès receive a rating of “challenged” in L2’s “Digital IQ” report. Well, perhaps that will change in 2012. FMM just named Hermès' Paris Mon Ami one of the best luxury fashion brand blogs of 2011. The blog just launched in August of 2011 and introduced its latest campaign, “My Horse & I,” just days before the new year.

A Brand By Any Other Name January 24th, 2012 by Kaitlin T. Gallucci
	As we saw, Prophet released the results of a survey in which 5,000 U.S. consumers chose the brands they expect will no longer exist by the year 2015 — Eastman Kodak topped the list, with 27% of those surveyed believing the brand will disappear in the next three years, citing “bad product development, not forward-looking, and not adapting to change” as a few of the reasons.

When Twitter Hashtags Attack: #McDStories January 23rd, 2012 by Christine Turnier
	Social media can be a cruel mistress. Sure, it allows brands to speak directly with customers about their experiences. True, it also allows brands to create and distribute marketing messages to billions of eyeballs. The trouble is, sometimes those customers talk back, and they aren’t always “on brand.” Last week, McDonald’s launched what I’m sure they believed to be a brilliant social media campaign. Using their Twitter account, @McDonalds began sharing stories about their brand using the #McDStories hashtag.

Rebranding: Patience is a Virtue January 23rd, 2012 by Kaitlin T. Gallucci
	Rebranding is a delicate process, especially for a brand like Weight Watchers whose product is, in essence, a way of life — consumers have been living by the brand’s iconic POINTS program since 1997. Due to modern advancements in nutritional science, the POINTS program needed to evolve.

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