About Kathy Heasley
Kathy Heasley has written 31 articles so far, you can find them below.
Here’s the opening line to the big news today: Diet Coke has trumped Pepsi.
“In a historic shift for the beverage industry, Pepsi, long the No. 2 carbonated soft drink in the country, has fallen to third place in the category behind both Coke and Diet Coke. Beverage Digest reported today that Pepsi lost 0.4 share in 2010, falling to a 9.5% share of the category. Diet Coke controls a 9.9% share of the market, while brand Coke holds a 17% share. The move has been long been in the making — Pepsi barely nudged by Diet Coke in 2009 — but the brand wasn’t able to turn the tide. John Sicher, editor and publisher of Beverage Digest, said Pepsi had held the No. 2 slot for decades.” (from AdAge – 3-18-11) (more…)
To the President of First Solar:
This short note is to ask you and your company to work faster. My name is Kathy Heasley and I am the founder and principal of HEASLEY&PARTNERS in Scottsdale. Thirty-two years ago this month, my world was rocked by the Three-Mile Island nuclear disaster. I was a high school senior then and during those frightening days, I didn’t know whether I would live or die. Today, I am watching history repeat itself, only worse, in Japan. My heart goes out to the people there. (more…)
From time to time people contact me through the blog, Facebook, Twitter or through the HEASLEY&PARTNERS website with a question, seeking advice. Sometimes those questions are ones that.many people have, so I like to share them here so everyone can benefit. (more…)
Sometimes this branding thing can get a little complicated. I received and excellent question from Melanie of Vancouver, Canada, on Twitter that I simply couldn’t answer in 140 characters. Her question was this:
If you have a business, brands, then you…which one becomes the real brand to market? (more…)
Last month we talked about Heart Loss. That’s when a company loses that very essence that has made it great. Some call it culture. Others consider it the brand. But in fact culture and brand are very hard to separate. One thing for sure is that when a company loses its heart, it loses a priceless asset.
So how do you avoid Heart Loss within your company? Here are a few thoughts to keep in mind that come from personal experience. I’ve been there dozens of times.
Great brand or cautionary tale? What has happened to Sony, a brand that built its reputation on innovative firsts that literally changed the world? For our younger readers who won’t remember, Sony gave us the…
- First portable tape recorder
- First pocket transistor radio
- Sony Trinitron TV
- Sony Walkman
- BetaMax video camcorder
- The Compact Disc player�
Even though these innovations seem downright primitive now, they weren’t. They were as revolutionary as, say, the iPhone and the iPad. Maybe more revolutionary. Sony was also one of the brands that transformed the image of Japan from a country that manufactured low-cost trinkets, to a high-tech powerhouse that became synonymous with innovation and quality. Sony was a phenomenon that knew its consumers. They would deliver to us products we ourselves didn’t even know we wanted so badly. Sony was cool, and if you had a Sony TV or Walkman, you were cool too.
So what happened? Sony isn’t cool anymore. Somehow the world’s coolest brand, greatest innovator and even greater marketer lost its edge. Worst of all, what happened to this legendary company can happen to your company too. It may be happening as we speak. Are you prepared? Can you stop it? (more…)
For all the people who are just learning about the new form of media called social media, and for those of you who are taking those first baby steps setting up your Facebook accounts, there are multitudes more of us who have been swimming and often drowning in a sea of mistakes, miscues, false starts and falsehoods. Here’s your chance to learn from one real-life train wreck so you don’t muck it up yourself. (more…)
A while back I asked the folks on Twitter to submit their biggest marketing problems. One tweeter wrote, “How do you convince the C-suite that word of mouth works, i.e. spending $ on customer gifts & special attention.” Well, getting support from the top is a problem most marketers can relate to, particularly if you work in old guard companies that haven’t seized new methods and ideas. What do you do? (more…)
Who says you can’t deliver a product or service from the heart no matter who you are, where you work or who you work for? Building a brand with heart starts one person, one day at a time. Meet this TSA (Transportation Safety Administration) worker. I met him passing through security on my way to give a speech on branding in London, England last month. There I was, standing in a long line, the lone American in a sea of foreign exchange students from Korea, parents and children from the countries of Europe, Asia and Africa and business people from South America, Australia and everywhere else in the world. My ears were filled with a collage of languages, few of them English. (more…)
Old Spice? Yes, if you are a baby boomer, Old Spice was your dad’s after shave lotion. It was of an era where masculinity was akin to images of the sea and the great courage of sailing tall ship vessels. Huh? For real…
Enter the 60′s when few mod girls wanted their guys smelling like their uncool “establishment” dads. And the 70′s disco era brought on designer fragrances like Pierre Cardin with its phallic-shaped bottle conjuring up images of bare-chested, disco-dancing John Travolta, not dear old dad.
Tough market. The 80′s and the 90′s weren’t any more friendly; Old Spice was what grandpa smelled like, not Rick Springfield or Kurt Cobain. Old Spice seemed dead in the water never to be resurrected again. Until…2010 and one of the most brilliant brand revivals ever staged. Maybe it is because most original Old Spice wearers are long gone, may they rest in peace. Or maybe it is the brilliance of branding–specifically writing and casting–that has put Old Spice back on the map. Whatever it it, a brand that seemed all but gone is back. (more…)