SMITH BRAIN TRUST — Two companies busted by Britain's gender stereotype police could complain about government overreach. But a marketing professor at the University of Maryland's Robert H.
Henry C. Boyd III
The University of Maryland’s Robert H. Smith School of Business proudly presents its 16th annual Summer Reading List for Business Leaders, as recommended by faculty and staff.
SMITH BRAIN TRUST – Summer used to be a relative shopping dead zone. Sure, there’d be the odd “Christmas in July” major appliance sale or car dealership clearance event. But until the August back-to-school sales launched, summer was a retail doldrum.
Then came Amazon.com.
SMITH BRAIN TRUST – Lee Iacocca, the charismatic visionary who stunned the business world when he steered Chrysler Corp. from the brink of bankruptcy in the 1980s, had a storied career. At Ford, he created the Mustang. At Chrysler, he created the minivan.
And in advertising, he created a still-strong template for the celebrity CEO.
Iacocca died this week at 94.
SMITH BRAIN TRUST – You’d think by now, four years after its diesel emissions scandal broke, Volkswagen would be keen to change the subject.
SMITH BRAIN TRUST – The marketing was innovative. It was clever. It was bold enough to warrant coverage in The Wall Street Journal. It was also ... creepy.
Pregnant women around the country had received a greeting card, stuffed with thoughtful gift cards for the mom-to-be. The seemingly handwritten card said only, “So excited for you! Hope you like these.” It was signed with a heart and the name “Jen.”
SMITH BRAIN TRUST – The really good Super Bowl commercials have it all. There’s story arc, memorable characters and emotion. The ones that are well executed win the big prizes – coverage in the news media, shares on social media, plenty of workplace chatter, and lots and lots of replays online.
SMITH BRAIN TRUST – Sometimes a brand’s marketing concept just works. It drives consumer behavior and boosts consumer approval. It makes people think or makes people laugh. It sticks with people in all the best ways. And sometimes… sometimes… it just flops. Hard.
Maryland Smith’s Henry C. Boyd III looks back at the marketing hits and misses of 2018.
The ‘B’ Was a Bust
SMITH BRAIN TRUST – Pharmaceutical prices are poised to become a central issue for the next Congress, potentially forcing lawmakers to consider at least two factors that coincide with America’s higher-than-average drug prices.
The first is the lack of a governmental pharmaceutical price oversight board, similar to the ones that exist in Europe, Canada and the United Kingdom, where pharmaceutical companies typically charge far less for their products.
SMITH BRAIN TRUST – The Super Bowl has long been one of the most coveted advertising events in the United States. But in recent years, the game has taken on increasingly political overtones. It’s left some brands doing a delicate balancing act, debating whether and how to advertise during an event that consistently draws more U.S. viewers than any other television broadcast.