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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

  • Skechers Performance Inks L.A. Marathon Deal  in Marketing Daily on 08/31/2015

    Skechers Performance will have a presence at the race's Health & Fitness Expo, as official merchandise footwear. The company will also outfit course volunteers and staff, and provide finishers' shirts for all runner.

  • Tesla Broke CR's Servers With Wall Street Rocket Car in Around the Net In Brand Marketing on 08/31/2015

    The amazing Tesla that broke "Consumer Reports"' measurement gauge, and servers, also broke some stock market numbers. "Consumer Reports" took the unusual step of letting non-subscribers read its superlative-filled review and its 103 score for the Tesla S P85D. That news crashed its servers and propelled Tesla's stock to an 8% gain. That's a $2.5 billion increase in market value.

  • A Trump Burger? Well, Why The Heck Not in Around the Net In Brand Marketing on 08/31/2015

    As part of its celebrations to mark National Burger Day U.K. last Thursday, U.K. chain Lucky Chip created a burger dedicated to our national hero and potential buffoon in chief. The Donald Trump is a "rich" burger, rich with double entendre: an aged beef patty cooked medium, so there might be blood. And a hair-piece-like array of charred onions on top. We'd vote for that.

  • Xerox Launches Campaign During U.S. Open in Around the Net In Brand Marketing on 08/31/2015

    Xerox, during the U.S. Open, is launching its first campaign in two years, and it is also the first new brand effort under CMO John Kennedy, who joined last summer. The effort, "Work Can Work Better" transcend's the last campaign, 2013's "Made Simple" because, besides taking a brand position, it highlights the the work processes it improves. Besides the nuts and bolts of the campaign Y&R New York, the company's longtime AOR,. is also doing brand strategy.

  • New Acura Chief Wants Exciting Cars  in Around the Net In Brand Marketing on 08/31/2015

    Jon Ikeda, former designer and new general manager of Acura, is looking to sedans to add a spark of excitement to the brand. The automotive bellwether for the effort is the revived NSX supercar. "That will be one of my first challenges with R&D, working with them to see what we could do to get that going."

  • Reportedly, Amazon Won't Tempt Fire Again  in Around the Net In Brand Marketing on 08/31/2015

    Amazon's first Fire phones crashed and burned. The company had said that it would continue with the project. Reportedly it will not: Amazon is shelving phone plans, among other projects, and has apparently laid off engineers from its Lab126 tech center, created to design the Kindle. Lab126 is also responsible for Fire tablets, TV and phone, the Dash button and the Echo speaker/voice-activated assistant. The phone's failure represented a $170 million loss.

  • The USTA Says 'Find Yourself In The Game' in Marketing Daily on 08/28/2015

    Ginny Levine, USTA director of marketing for community tennis, tells "Marketing Daily" that social-media components of the new campaign include a paid effort on Facebook and video representation on YouTube.

  • Toyota Back In 'Playing House' For Camry in Marketing Daily on 08/28/2015

    The first Camry vignette debuted on Aug. 25, a week before the on-air premiere. The 60-second (slightly longer) versions of the vignettes air during the Sept. 1 and Sept. 8 episodes, which also feature major Toyota integrations.

  • Under New Leadership, Xerox Launches Campaign in Around the Net In Brand Marketing on 08/28/2015

    The brand strategy, from Y&R New York, the company's longtime agency partner, seeks to address the way people use and can benefit from technology-not just address the mechanics of the technology. The effort includes a multimedia campaign and a relaunch of the Xerox.com website, which features new content that is optimized for access via any device and that reflects the new business focus.

  • Ferrari May Make Chrysler Marchionne CEO in Around the Net In Brand Marketing on 08/28/2015

    Ferrari, a unit of Fiat Chrysler Automobiles (FCA) is considering appointing FCA Chairman Sergio Marchionne CEO after Amedeo Felisa retires this year. Ferrari, which goes public later in 2015, will be spun off in early 2016. Marchionne would add the CEO job to his current duties until then. Felisa may keep an advisory role. Fiat Chrysler is selling 90% of Ferrari to raise cash. Founding-family member Piero Ferrari plans to keep the remaining 10%.

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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