Zombie Brands

Many brands thrive in their market for years, only to become dormant and unheard of. From changes in technology to the inability to adapt, there are several reasons why some brands don’t survive. Most of the time these brands stay buried, but sometimes marketers dig up these brands and put them back in the market, giving us “zombie brands.” Some zombie brands are similar to their first shelf life, while others are not even recognizable. Warning: This show may cause nostalgia!

In an interesting Brand Rant, NY attorney general is suing Dell for fraud, false advertising and deceptive business practice. This is a case that has left many New Yorkers with ruined credit. With earnings up 89 cents from a year ago, J.C. Penney is featured in the Brand Spotlight. A new deal with Saatchi & Saatchi and a new campaign called “Every Day Matters” is helping Penney’s establish a more fashionable image.

Bohus Blahut, filmmaker and production company owner in Chicago, is also a writer for the Web site retrothing.com. He joins the show to discuss retro brands that have been resuscitated in today's market.

Global Brands

Taking a brand global requires much attention to detail. Marketers must research each particular market and take into consideration cultural sensitivities, currency conversions and language translations before introducing their brand. Some brands, like McDonalds, are successfully communicating abroad while others seem to be speaking the wrong language. From Pakistan and Sweden to the U.S. and Mexico, this show covers the dos and don’ts of going global.

The manufacturer of the highly profitable drug Oxycontin, Purdue Pharma, was fined $635 million for falsely marketing the highly addictive drug. Details on the court case can be heard during this week’s Brand Rant. The latest toy in the Brand Spotlight among kids 8-12 years of age is the Webkinz. A combination of beanie baby, Tomogotchi, Furbi and Sim, these new creatures are changing the way children “play” with toys.

Hayes Roth, Chief Marketing Officer for Landor Associates, joins the show once again. He offers tips on what’s needed for a brand to go global and looks at some brands that really missed the mark.

Buzz Brands

Every year 70% of products introduced in the consumer packaged goods industry fail. What does it take to make it in today’s competitive world: creating buzz for your brand. With so many brands out there, generating publicity and people to talk about your brand is a challenge. Standing out requires creativity and taking risks. This show offers tips for creating buzz and looks at some companies that have reaped the benefits of thinking outside the box.

Brand Rant speculates whether Yahoo! and Microsoft can come together to double team Google in the online ad rivalry. In Brand Spotlight, Delta Air Lines is hoping to craft a new brand by launching a new marketing campaign promising to change the consumer’s travel experience. Stephen Monaco, an executive-level marketing consultant, joins the show to brief us on “buzz brands.”

Brands and their founders

Using the founder of a company to identify the brand is a great way to connect with consumers. But when the founder dies, does the brand die with it? This show highlights brands like Wendy’s and KFC, as well as charities, to see how crucial founders are to their brands.

Disputes are heating up between Netflix and Blockbuster in our Brand Rant. Both companies are in the process of suing one another over Total Access, Blockbuster’s online purchase program. Back in the Brand Spotlight after suffering from declining sales is Gap. Will a feature on the cover of Vogue magazine initiate a comeback? Also listen to Kristi Ernsting of Hallmark Cards as she discusses how founders play a role in branding.