Bad Global Branding in 2017

By: Natalie Filice, Katie Kirk, & McKenna McVicker In today’s day and age, in nearly every market, consumers have witnessed advertisements, campaigns, and marketing strategies that have sparked the question, what were they thinking?? Like many years before it, 2017 marked some seriously questionable advertisements that left consumers puzzled on how blunders so obvious could […]

The Global Branding Power of Vans: Taking SoCal Surf-Culture Worldwide through Celebrity Endorsements

By: Natalie Filice, Katie Kirk, & McKenna McVicker The classic and immediately identifiable Vans “Old Skool” sneaker has proved to be a universal fashion staple for the past several years. Regardless of age, style, or social status, Vans has successfully transcended their brand from a solely surfer shoe, to an essential item that is found […]

Master Global Branders: Coca-Cola’s 100 Year Success Story

By, Natalie Filice, Katie Kirk, & McKenna McVicker Industry giant, Coca-Cola, is without question one of the most renowned and identifiable brands the world over. For over 100 years, Coke has proved to be an indisputable market leader and has set the standard for what it means to be a successful global brand. An article […]

Dunkin’ Donuts Does Global Branding Better

By, Natalie Filice, Katie Kirk, & McKenna McVicker The nature of today’s society makes it difficult for an organization to obtain a successful, sustainable global brand strategy. In the Forbes.com article, Time to Make the Donuts: How the Dunkin’ Donuts Brand Stays Relevant, Steve Olenski explains that brand longevity is a difficult dynamic to achieve. […]

Uniqlo: The Four Secrets of Global Branding

By, Natalie Filice, Katie Kirk, & McKenna McVicker         In a recent interview with John Jay, the president of global creative at Fast Retailing, he gave the four secrets of building a global brand. Fast Retailing is the Tokyo-based parent company of casual-wear retail chain, Uniqlo. This chain is comprised of more than 1,800 stores […]

“The World’s Lovin’ It”: The Global Brand Success of McDonald’s

By, Natalie Filice, Katie Kirk, & McKenna McVicker In 2017, Interbrand named McDonalds as the twelfth most successful brand in the world. According to Interbrand, McDonald’s increased their brand value by five percent from the previous year. McDonalds has entered into 117 foreign markets and draws in millions of consumers daily.  McDonald’s continued success is […]

Elon Musk and the Power of Brand Planning

By, Natalie Filice, Katie Kirk, & McKenna McVicker         Looking into the past, businesses focused on their business plan and assumed their brand would follow. They would focus on the financials and then figure out an advertisement to run on television or radio. These were simpler times. They were not concerned with building a brand. […]

Big Brands that Dropped the Ball when Going International

By, Natalie Filice, Katie Kirk, & McKenna McVicker In the Firmex.com article, Seven Epic Fails by Businesses That Tried Expanding Into Foreign Markets, Andrew Seale outlines several mega-brands that dropped the ball when going global. The following US market giants failed entering certain international segments dues to falling victim to a common, disastrous and expensive […]