Tag Archives: marketing

Build-a-Disaster at Build-a-Bear

Build-a-Bear – a company that produces customised teddy bears – is usually a company that produces positive emotions and feelings. How could the company then end up on the Mirror’s scandal pages on 12 July – headline “Build-a-Bear carnage”? The headline described the marketing fiasco that the company had just produced quite accurately. Earlier on the same day Build-a–Bear had launched its first… Read More »

Fake reviews – hyping and killing your marketing success

Reviewmeta has published a study which finds that about 20% of all product reviews on Amazon are actually fake. Looking at 7 million reviews on various Amazon country pages, the company showed that after sorting out fake reviews, the overall evaluation of products was significantly different.

The Cola Wars

Yesterday I happened to watch a great documentary about the century-old struggle for the soft drink consumer between Coca Cola and Pepsi. A really remarkable film highlighting all the marketing challenges and milestones of the two companies. I recommend every marketing and branding student to take 45 minutes, sit back and watch it: