marketing

What is a doctor’s job? Is it: a) to diagnose illness; b) to treat patients; or c) to persuade other doctors to prescribe a brand-name pill? To those answering c), here is an additional question: do you work for a pharmaceuticals company?

Andrew Hill

As the FT’s Milan correspondent in the 1990s, I used to be a regular visitor to Palazzo Mezzanotte – the headquarters of the Italian stock exchange – an imposing 1932 building that its own website describes as “one of the architectural symbols of the Fascist era”. Given that history, if I were running Moncler, I probably wouldn’t have used this photo to publicise the first day of trading in my company’s shares – unless, of course, it is a deliberate Benetton-style attempt to shock.

 

Andrew Hill

Google's Android KitKat sculpture – hard to stomach?

Something has gone slightly mad with brand management if we barely shrug at the news that Google’s next release of its Android mobile operating system will be named after a chocolate bar.

Android Key Lime Pie was the original name – continuing a trend of labelling Android versions after sweet treats. The Android KitKat idea was kept under wraps until this week, but it is now out there, complete with an Android KitKat sculpture at Google HQ in California. 

Emma Jacobs

Usually limited to geeky product launches such as iPhones or high-street fashion collaborations, such as H&M’s tie-up with Karl Lagerfeld, the cronut queuers are inspired by similar motivations.

There are bonders who come to meet people who share their cake interests. And then there is the trophy value of being caught in the media and buzz. Even a humble cronut has bragging rights attached to it: “All day I waited for the flaky donut confection,” queuers will tell their children one day. 

Andrew Hill

No doubt, if Microsoft reverses course over Windows 8 – for instance, by restoring the familiar “Start” button to the opening screen – it will provide abundant fodder for the writers of business school case studies.

But is the comparison with Coca-Cola’s famous 1985 marketing U-turn, when it brought back “Coke Classic” following a consumer backlash against its “New Coke” recipe, correct?