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KARL GREENBERG

Karl Greenberg writes about automotive, consumer-packaged-goods, sports, and travel for “Marketing Daily.” Prior to this, he was the automotive editor at "Brandweek" magazine. He was also the Internet advertising technology writer for "Adweek," and petrochemical editor at "Chemical Market Reporter". You can reach Karl at karl@mediapost.com.

Articles by Karl All articles by Karl

  • New Balance Is 'Always In Beta' With New Global Brand Campaign in Marketing Daily on 07/02/2015

    The effort centers on a TV spot launching July 6 about a woman on a run - across three continents, and over rugged landscapes - who hits the proverbial wall, but powers beyond it with the help of hundreds of pro and amateur athletes.

  • Restaurant Ad Spending Down in Around the Net In Brand Marketing on 07/02/2015

    Total U.S. advertising spending declined 4% in the first quarter of 2015, but restaurant spending dropped 4.9%, according to data from Kantar Media. Restaurants were the fifth-largest category during the quarter, spending $1.601 billion, down from $1.684 billion a year earlier. Restaurant industry ad spending peaked in Q3 of 2013. During that quarter, restaurants spent $1.733 billion, more than 8% above category spending in the most recent quarter.

  • Evans Cycles Upshifts Digital Marketing in Around the Net In Brand Marketing on 07/02/2015

    U.K. cycling retailer Evans Cycles is reaching out to seasonal cyclists with a digital marketing strategy that aims for people who may not actually be on cycling websites or doing digital shopping for two wheeled, human-powered transport. The company is running a programmatic digital campaign, via Turn, targeting prospects at sites like eBay and news sites like The Guardian.

  • June's Hot For Cars in Around the Net In Brand Marketing on 07/02/2015

    New vehicle sales continued strong in the U.S. in June, helping the auto industry finished up the best six months in a decade with a slew of automakers posting sales increases or logging manufacturers sales records. General Motors, FCA US, Ford, Nissan, Toyota, Audi, Volkswagen and Mazda all reported sales increases in the market lifted by strong demand for trucks and utility vehicles.

  • 'Harbingers Of Failure' Predict A Product's Downfall  in Around the Net In Brand Marketing on 07/02/2015

    If you love failed products like Zima malt beverage, or Zune MP3 player, or Crystal Pepsi your shopping habits might be the crystal ball of doom. In a study published in the Journal of Marketing Research, researchers identified particular kinds of consumers whose preferences can predict products that will flop, calling those folks "harbingers of failure." Researchers looked at 130,000 consumers at a national convenience store chain, and found that 13% of them had buying habits that predicted a product would survive less than three years.

  • NBC Running Big NASCAR Ad And Promotional Campaign in Marketing Daily on 07/01/2015

    Phil Berguson, SVP marketing at the network, tells "Marketing Daily" that the campaign is big, and designed to bring in a new audience. "It's been a number of years since NASCAR has been on NBC, so we are putting tremendous effort behind it."

  • Chevrolet Signs As Founding Partner Of Revamped Daytona Speedway in Marketing Daily on 07/01/2015

    It's hard to overstate the size of the renovation, for which engineers had to factor in the curve of the Earth. Seventeen cranes have so far loaded in 7,000 tons of steel. The facility is now about a mile long.

  • Crazy Foam Makes A Comeback in Around the Net In Brand Marketing on 07/01/2015

    People of a certain age will remember Crazy Foam, the body wash, shampoo and conditioner featuring cartoon characters. It is coming back, boomers. Launched in 1965 by the American Aerosol Company and known as "Fun Foam Soap," Crazy Foam will be available in three character sets: DC Comics, Looney Tunes and Justice League, featuring such characters as Superman, Wonder Woman, Batman, Bugs Bunny and Green Lantern. Crazy Foam featured Popeye, Spider-Man and The Hulk. The new generation, available at Kroger, retails for $5.99.

  • Kohl's Introduces New Low-Price Format in Around the Net In Brand Marketing on 07/01/2015

    Kohl's has debuted its new off-price format, Off Aisle by Kohl's, with a test store in Cherry Hill, N.J. A spokesperson said the concept lets the chain test a discount pricing model. "Initially, this merchandise will consist of like-new items that have been returned to Kohl's stores or Kohls.com. Eventually, other merchandise will be added to the assortment," said the rep. Macy's will debut its off-price business, Macy's Backstage this fall. The efforts are a response to stores like TJ Maxx and Ross Stores.

  • Ayuh: McDonald's Brings Back The Lobster Roll in Around the Net In Brand Marketing on 07/01/2015

    McDonald's locations in New England this summer are offering the lobster roll. Restaurants in Maine, New Hampshire, Massachusetts, Rhode Island and Connecticut will sell the mollusk-enhanced sandwich for $7.99, customers can purchase the lobster roll through mid-August, according to McComb. Social media commentary has been mixed, with a lot of people saying "stick to burgers."

Comments by Karl All comments by Karl

  • The Farther Up The Ladder, The Farther Behind The Eight Ball For Marketers by Karl Greenberg (Marketing Daily on 06/19/2015)

    John, thanks for the comment. remember that movie from the sixties, (you probably don't, which is ironic in this context) "Wild in the Streets"? it was a dystopian look at youth obsession, in which youth is seen as the sole repository not only of beauty, but wisdom. The president is a teenager, but his advisors are even younger, as I recall. There is a little of that going on. But age should be  irrelevent to the discussion, in any case. It's about the kind of wisdom that is worth a fortune if you can find it. And, honeslty, that brings me to another (off) topic discussion: we under-value, in higher education, the kinds of academic disciplines that encourage intellectual synthesis (dare I say the "h" word? hu...hu...hu...manities.) We encourage prospective students, rather, to go into analytical studies and scoff at pretty much anything else, relegating these other scholarship journeys to 'hobby' academics, like the totemic basket weaving major. Marketing is ultimately the study of human behavior, and really that doesn't change all that much, and does not adhere to Moore's law, needless to say.      

  • Listen To The Lady by Karl Greenberg (Marketing: Automotive on 06/02/2015)

    You know, I had a brand I won't mention, on borrow a couple of years ago. This his hilraious: I ws trying to get to newark airport, by itslef a near impossible task. Teh thing told me to take a left....off a bridge

  • Volvo Is Global, But How Swedish Is It? by Karl Greenberg (Marketing: Automotive on 05/12/2015)

    Hah. if that were discovered to be the case...I shouldn't be too surprise. 

  • New Film, 'A Faster Horse,' Takes You Where Few Get To Go by Karl Greenberg (Marketing: Automotive on 04/22/2015)

    Good point. At this point they are just doing the festival circuit. The next step for them is to get a distributor, which is what these festivals are all about. As soon as they do, I will put that note out there on my internets

  • Cadillac, Chrysler, And Objectivism by Karl Greenberg (Marketing: Automotive on 04/14/2015)

    My wife. Though she wouldn't admit it. good point. My corner just threw in the towel. 

  • Cadillac, Chrysler, And Objectivism by Karl Greenberg (Marketing: Automotive on 04/14/2015)

    That's facile, but yyou're s software guy so you're a lot smarter than I. I won't start to get into economic theory with you, because that would be a zero-sum game for me. But you're right, I could have been clearer about it. As I wrote about the 300,  "attitude" is baked into that nameplate. And I do I think a certain "screw you" is part of the Chrysler 300 story, in a good way, starting with the way the car looks and drives. It is an aggressive car, even with Chrysler having softened the lines a bit and maybe lowering the waistline a bit. That aside, attitude, swagger, winning, all of those things mean nohting unless there's an oppononent. Sorry, I don't see how else that can work. The opponent has to lose. You really thnk millions of people are going to buy the Manny v Mayweather fight next month so they can see both of them win?

  • Re-Brand? Indiana Will Have To Un-Brand by Karl Greenberg (Marketing Daily on 04/10/2015)

    Paula, I hope you're wrong, though I know we're probably heading in that direction. Still, I just don't think states like Indiana have leverage versus the corproations they depend on. When all you have to offer a as an economic incentive to "live, work and do business here" is that you're cheap and you have a hoosier state of mind, a great motor speedway, and Bloomington,  you're not in the best negotiating position. Did I mention Bloomington? there is that.   

  • Is General Motors' Warranty Roll-back Risky Business? by Karl Greenberg (Marketing: Automotive on 03/17/2015)

    good point. I hate to say it but I think GM had to find savings because of pressure from activist investors whose mouthpiece is wearing the proverbial golden leash.

  • Cadillac Is New York, And New York Is Luxury by Karl Greenberg (Marketing: Automotive on 02/23/2015)

    That's a good point. I haven't seen that ad. I need to see the TV spot again because I can't remember if he's credited there. I don't think so.

  • Newcastle's 'Band of Brands' Falls Short, Like All Beer Marketing by Larry Dobrow (Video Critique on 01/15/2015)

    Well, hell, I liked it. I think the "The United States of winning" bit was a poke at Chrysler. I don't know where you come off saying Shania Twain is a satirist.

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