ECUST/UC JOINT MASTERS OF BUSINESS ADMINISTRATION
Marketing G (6261)
Learning Journal 1:
Lucky Strike’s Silence Intensifies Critique of its Rebrand Source: http://www.brandingmagazine.com/2013/04/18/lucky-strikes-rebrand/
Summary: There is an argument for Lucky Strike rebranding. The common reasons for some people’s reactions were the rapidity of the rebrand, the superficiality of the logo redesign may reflect on the Lucky Strike trademark value built throughout the years. Furthermore, many also speak of the public’s possible reaction, assuming that a particular loss of trust occurred between the brand and its consumers because of communication inefficiency.
Comments: Lack of communication seems to have truly hindered the rebrand’s success with industry leaders and the public alike. It is possible that more transparency and access to information regarding Lucky Strike’s decision would have fostered better comprehension and analysis from all of its critics (whether they enjoy the redesign or not). From marketing methodology, we can see integrate marketing communication (IMC) is the most important thing for each marketing strategic adjustment. The effective dual-channel communication can deliver a clear, consistent, and compelling message about this rebranding. In my opinion, Lucky strike may launch the pilot test for this rebranding program in a partial countries or regions. Base on pilot test result and analysis, they can decide to continue the rebranding program to the global market with the best practice or adjust\optimize the rebranding strategy to adapt to the current market.
Learning Journal 2:
Hyundai pulls ad that plays suicide for laughs
An ad for Hyundai's iX35 Fuel Cell SUV featured a man attempting, but failing to kill himself. Summary: Korean automaker, Hyundai, has apologized for an advertisement that featured a man attempting...
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