A Finely-Tuned Target More Successful with Brand Alliance Marketing

"Breakfast" at IHOP

Recently Universal Pictures, creators of Dr. Seuss’ The Lorax, teamed up with IHOP Restaurants in a brand alliance that puts Lorax themed items on the restaurant’s menu. If you are wondering what The Lorax has in common with pancakes the answer is the target market’s demographics: children under or around the age of 12. Menu items for this group include:

•    Truffula Chip Pancakes – Pancakes filled and topped with rainbow sprinkles.
•    Rooty Tooty Bar-Ba-Looty Blueberry Cone Cake – A pancake with blueberry topping in a crispy waffle cone. 
•    Pipsqueak’s Breakfast – Green Eggs & Ham – Scrambled egg and creamed spinach. 
•    Mac 'n Cheese & Truffula Trees – KRAFT-brand Macaroni & Cheese with broccoli florets. 

Moroccanoil’s Passionate, Focused, and Disciplined Brand Management Success Story

photo via moroccanoil.com

I recently worked America's Beauty Show 2012 in Chicago and Moroccanoil was my favorite professional hair-care brand at the show. Harvard Business Review could write a case study called “Moroccanoil: Brand Management 101” or more descriptively, “How-to Successfully Build a Brand with Passion, Focus, and Discipline.”