How Tiger Woods Helped Nike Sell Golf Balls

At $20 million a year for 30 years, a sports marketing expert said Hideki Matsuyama could “unlock $600 million in endorsements” because of yesterday’s Masters win at Augusta National. It’s all about the hats and the shirts. Let’s take a…

How Super Bowl LV Is Different

On January 30, 2000, 11 start-ups ran Super Bowl ads. Within just a year, eight were gone because of a bankruptcy or a buyout. $2 million or so was a lot for a young firm to spend: 2021 Super Bowl…

Why Coca-Cola Is Going After the Zombies

Looking at how Coke competes, we can see that they believe less is more as they discontinue hundreds of brands like Tab.

The Coke Pepsi Space Race

After visiting NASA in 1984, Coca-Cola started a cola space race against Pepsi that did not quite work out as it expected.

When Finger Lickin’ Became a Problem

With new social norms and health requisites, companies like Domino’s and Apple are producing pandemic advertising that conveys a different message.

How Mattress Markets Have Inflated

An example of the revolution in mattress markets, Casper has been a leader and a victim of the competition that its innovation inspired.

Some Fast & Furious Competition

As movie star brands, the images conveyed by three of the stars from the Fast & Furious film franchise reflect their macho focus.

Why New Coke is Back

An innovative disaster, the introduction of New Coke in 1985 generated so massive a protest that no one ever thought it could return…until now.

The Beer Ads That Started the Corn Syrup War

During Super Bowl LIII, Bud Light’s beer ads started a corn syrup war that unfolded during the game and after but was really about product differentiation.

How Airports Are Like Apple

Looking at the ten most popular large U.S. airports, we see competition that is designed to attract airlines and travelers.