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branding

Trader Joe's... "Try To Name One Item"

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Trader Joe's... "Try To Name One Item"

By Joel M. Albrizio, President

"A Look Back At An Article I Really Enjoyed Writing" 

 

"Digital Advertising Meets 1950s In-Store Graphics & Signs"

So how do we advertise a supermarket with success? Most food retailers follow a very predictable brand marketing path. Some lean more towards digital, and some lean on the print, but most retailers agree the trick is a well balanced marketing program

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Step Up To The "Plate" Like Kroger!

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Step Up To The "Plate" Like Kroger!

By Joel M. Albrizio, President

 

"Kroger's Feeding America Program Helps With Over 200 Million Meals Every Year"

While as Americans we can boast about the many achievements in our lives today, one in seven Americans struggles with hunger.

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Is There A Heartbeat?... "Winn Dixie"

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Is There A Heartbeat?... "Winn Dixie"

By Joel M. Albrizio, President

 

"Who Would, or Could, Manage A Chain With Zero Identity?"

Let's look into the Winn Dixie "brand" today. Winn Dixie, called anything from Winn & Lovett to Southeastern Grocers, and morphed by Bi-Lo, has made many moves in the last ten years. Some of the moves seem logical, while other moves seem like something out of "Ripley's Believe It Or Not"

 

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Albertsons..."Success Through Simplicity"

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Albertsons..."Success Through Simplicity"

By Joel M. Albrizio, President

"A Look Back At An Article I Really Enjoyed Writing" 

"Albertsons Keeps It Simple, So Simple It Just Works"

So what is it Albertsons does with their advertising? Albertsons has so little "sizzle" in its advertising program that we must refer to its lack of sizzle as the "sizzle." Albertsons’ advertising style may not be anything special - in fact, at times it’s almost boring - yet, interestingly enough, it manages to be steady and effective.
 

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"Will They Chop The Chopper?"...We Hope Not!

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"Will They Chop The Chopper?"...We Hope Not!

By Joel M. Albrizio, President

Why Do We Care If Price Chopper Sells....Is This Really Relevant?

When we look at food retail today, Price Chopper is one of those mid-size chains that comes to mind. Price Chopper's origins date back to a family business that has grown to become a sustainable grocery retailer with national respect from its peers.

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"Branding Dunkin Style"...A Look Back!

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"Branding Dunkin Style"...A Look Back!

By Joel M. Albrizio, President

 

"Dunkin' Donuts Serves Up A Masters Degree In Branding"

Can you imagine if any of us were given the task of "Branding" a coffee shop that also sold donuts in the 1950's?

As branding consultants, here are some of the questions we might have asked.....

Do you have a "one of a kind" coffee?  No, but its a good coffee and it is consistent.

Somewhat concerned we might have next asked.....

Do you have a "one of a kind" donut? No, but we would like you to brand this so we could have locations all over the world.

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"Coming This Week"...Peyton Manning, The Man Who Became A brand!

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"Coming This Week"...Peyton Manning, The Man Who Became A brand!

By Joel M. Albrizio, President

 

"Peyton Manning The Brand"...Do You Like Him Or The Brand? Will You Trust Peyton The Brand?

The coming weeks writing will take a look at Peyton Manning, the man who became a brand. We will look at an athlete who has transformed his image into retail sales. We will look at what we think Peyton must do to both maintain and continue to build Peyton the brand.

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"Procter & Gamble Changed The Rules"

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"Procter & Gamble Changed The Rules"

By Joel M. Albrizio, President

"P&G Cuts Advertising Allowances Leading To Diminished Brand Strength".....Now P&G Is Forced To Cut Brands!

Procter & Gamble led the Big "3" in slashing vendor advertising programs a number of years ago. Described in a more politically correct manner, P&G repositioned marketing/advertising funds to more accurately account for these funds. The new approach was to base advertising monies on the cases each retailer purchased.

However you want to look at it this is what happened. For generations Procter & Gamble demanded brand dominance with all of its products. Year after year P&G acquired brands and delivered success again and again.

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