Spirits Brands

Marketing spirits brands is both competitive and challenging. This show looks at some new spirits on the market and their attempts to make a splash. We also discuss brands that haven’t found the right mix and have paid the price for their branding mistakes. The craft beer industry is getting noticed and our guest, Jeremy Ragonese, Director of Marketing for Boulevard Brewing Company, shares the perks of marketing a spirit brand.

Our Brand Rant goes back to 1960. We talk about the new TV show, “Mad Men,” which is set in a New York advertising agency in 1960. Consumer groups are angry over Jack Daniel’s involvement with the show. With all of the buzz over the release of the iPhone, Apple gets our Brand Spotlight, yet again.

Beauty Brands

The beauty brand industry is no longer limited to department stores with hovering salespeople or drug stores with products sealed in plastic packaging. The development of many new brands has created niche markets within the industry. Shopping for beauty products can now be as simple as the click of a mouse or a daylong experience of sampling brands in spa-like stores. The fast growing industry is becoming crowded and competitive. This week, we’re helping you out by looking at brands that are not only standing out, but are leaving a “beauty mark” on the changing industry.

Our Brand Rant discusses a legal suit between the Major League Baseball organization and fantasy leagues. One of our favorite brands, Apple, is in the Brand Spotlight for receiving the Grand Effie for the effectiveness of their “Get a Mac” campaign. Our guest is Gabriela Hernandez, founder and CEO of Bésame Cosmetics, a luxury cosmetic company. She shares her inspiration for the unique brand and insight into the world of branding beauty.

Mobile Marketing

Mobile marketing has transcended since its beginning days of the Oscar Mayer Weinermobile. The goal has remained the same though: to provide a unique experience between the brand and the consumer through a one-on-one connection. Taking a message on the road allows marketers to keep up to speed with today’s ever-busy consumer. Today’s mobiles are not just 18-wheelers, companies are getting creative in order to stand out on the marketing superhighway. Don’t be surprised to see 30-foot Pringles cans or custom built wineries cruising into your city.

Our Brand Rant this week highlights an arising case against Best Buy. The company, who promises to match any lower online price, appears to have deceived consumers with a fake Web site. Dial takes our Brand Spotlight for launching two new products: Dial Yogurt for women and a “hydrating scrub,” Blue Grit for men. Our guest, Jon Stephens, marketing consultant, shares his experience on creating several award-winning mobile marketing programs, such as Red Lobster, Sonic Drive-In, Build-A-Bear Workshop and Blue Bunny Ice Cream.

Event Marketing through Sponsorship

Event marketing is the fastest-growing segment of the marketing world. With so much advertising clutter, many companies are sponsoring events to “connect” their brand with its consumers. Today, companies have to go above and beyond throwing up some posters. Successful event marketers are getting creative by incorporating the Web and new strategies. Brands of all types, large and small can use events to connect with their audience; it just takes some experimenting and finding the right event.

Our Brand Rant looks into the latest smoke between RJR’s new Camel Signature Blends and anti-smoking advocates, who feel the new flavored cigarettes target children. The King of Beers, Anheuser-Busch, takes the Brand Spotlight with their “Its Flippin Cold” summer campaign, which features a new chill chamber. Tom Jacobs, Vice President and Director of Sports and Events at Euro RSCG 4D Impact, comes on the show to share his experience in event marketing. Tom not only talks about the latest trends in event marketing, but also lets us in on Valspar’s upcoming sponsorship of the U.S. Open.