Tantillo

Marketing Doctor John Tantillo outlines the history of the Academy Awards and how they have helped to build Hollywood's brand. He then draws a sharp contrast with the publishing industry, picking on Henry Holt for its recent fiasco that led to a recall of The Last Train From Hiroshima. He jumps on publishing for playing only "inside baseball."

Tantillo contrasts Toyota's branding strategy with Ford and GM's--which helps them prevent damage from one model (brand) of car from spilling out to harm the others...as has happened with Toyota's recall.

John Tantillo was among those who thought that Obama should give back the Nobel Peace Prize--but he now says he may have even done one better with his acceptance speech.

The Big Banks, meanwhile, are still not moving in a direction that makes good marketing sense.

E-books seem to be the inevitable future of publishing, but the resistance of traditional publishers to give up the usual profit margins on hardcovers, especially, is paving the way for a whole new business model for book sales--and one that potentially positions authors to have even more control over the marketing of their books.

Paranormal Activity earns great success after smart marketing of a strong brand.
Frosty the Inappropriate Snowman...a branding fiasco of all four brands.

We've just recently elected a Democrat as President. CNN's ratings are at the bottom of the pile. Fox News ratings are soaring, despite, or perhaps thanks to, snubbing of the network by the Obama Administration. John Tantillo points out branding lessons to be learned in all of this.

In tough economic times, two companies tack very different ways:
Wal-Mart manages to increase profits and successfully meets its Target Market's needs in Mexico through its Bodega Express outlets.

John Tantillo names Disney the brand winner for acquiring Marvel, explaining how Marvel will be a smart, manageable expansion to the Disney brand that doesn't clash with Disney's core principles (ex. wholesomeness).

Brand expert John Tantillo applauds GM for listening to its customers and scrapping the Vuick, rather than following in the tradition of the build-it-and-they-will-come approach.

Brand expert John Tantillo defends P&G, despite their recently released quarterly results. He points out that P&G has a long history of turning a bad situation into a win--such as when they pioneered the soap opera during the Depression.

Brand expert John Tantillo takes another look at Goldman Sachs' decision to become a commercial bank in order to qualify for TARP relief, pointing out that their focus has remained investments and predicting that with GS expected to post record profits, they will soon shed their commercial bank shell.

In the wake of Michael Jackson's death, brand expert John Tantillo comments on how the strong emotional reactions to the artist's death are a testament to the incredible strength of his personal brand: "You know a brand is strong when people would rather that none of the scandal had ever happened to it."

Brand expert John Tantillo named GM last week's brand winner, despite their recent Reinvention commercial, saying that their chance at success lies not with GM but with GM's individual brands. He also named Levi's last week's brand loser, for risking alienating some of their customers through its "White Knot" program.

Brand expert John Tantillo named GM last week's brand winner, despite their recent Reinvention commercial, saying that their chance at success lies not with GM but with GM's individual brands. He also named Levi's last week's brand loser, for risking alienating some of their customers through its "White Knot" program.

Brand expert John Tantillo named Apple last week's Brand Winner for quietly taking care of the Cartier suit brought against it. He holds up Apple's action as a prime example of a brand's need to make constant course adjustments: "the key is responding promptly and correcly to evolving realities."