Many of America’s biggest companies are struggling through some of the most difficult times in their histories—Campbell Soup, General Motors, Hewlett-Packard, IBM, McDonald’s, Procter & Gamble, RadioShack, Target, Wal-Mart and Whole Foods among them. But the most woebegone of all might be Sears.
CEOs: Your marketing department could be chasing after the wrong advertising objective—one of ad efficiency, which tracks the proverbial set of “eyeballs” rather than the sale.
History shows that ignoring or missing a major consumer trend or behavioral shift can have significant detrimental effects on brand survival. Some never recover, but others have learned how to reinvent themselves. Here are some suggestions for revitalizing a brand, from CEOs who have achieved it.
Is crowdsourcing the new front line for demand-driven manufacturing? Foodmanufacturing.com editor Holly Henschen reports that food processors are trying to use social media to identify new product formulations and hopefully boost new customers and advertisers.
Both Walmart and 3D Systems announced initiatives that will hopefully bring about new manufacturing jobs or reshore some production in the U.S. over the next ten years.
Business owners are more interested in selling part of their companies rather than the entire enterprise. They’re also more inclined to divest significant assets to make investments rather than take on debt, and that 2014 and 2015 will be a buyers’ market. CEOs keen on opportunistic acquisitions may benefit.