{"id":4730,"date":"2023-08-04T12:37:27","date_gmt":"2023-08-04T18:37:27","guid":{"rendered":"https:\/\/cohnmarketing.com\/?p=4730"},"modified":"2024-04-13T20:09:33","modified_gmt":"2024-04-14T02:09:33","slug":"brandpoints-barbies-doing-brand-right-once-again","status":"publish","type":"post","link":"https:\/\/cohnmarketing.com\/brandpoints-barbies-doing-brand-right-once-again\/","title":{"rendered":"BrandPoints: Barbie\u2019s Doing Brand Right, Once Again."},"content":{"rendered":"<h2>CEO Jeff Cohn discusses Barbie&#8217;s brand brilliance, and the exceptionally stupid X brand<\/h2>\n<p>For decades now, I\u2019ve been consumed with the concept of <a href=\"https:\/\/cohnmarketing.com\/expertise\/capabilities\/brand-strategy\/\">brand strategy<\/a>. So much so that I made it part of my life\u2019s career. COHN has been honored to help over 150 clients with their brand through impactful <a href=\"https:\/\/cohnmarketing.com\/the-art-of-storytelling-why-your-brand-needs-to-be-more-like-taylor-swift\/\">storytelling<\/a>, thoughtful expression, brilliant strategic planning and consistent delivery through <a href=\"https:\/\/cohnmarketing.com\/expertise\/\">marketing services<\/a>. It\u2019s been a great ride.<\/p>\n<p>One thing I\u2019ve observed is that there are clients and companies that share our belief that brands don\u2019t just happen. They come to life through hard work, focused thinking and consistency that is led from the top of the organization. A CEO committed to doing it right and ensuring companywide brand adoption is critical to success. Investments in planning are the difference between success and failure. Every now and then, dumb luck sets in and a poorly planned brand will succeed just due to market forces and desires (did anyone really develop a brand strategy around Tik-Tok?) But in general, investment in <a href=\"https:\/\/cohnmarketing.com\/brand-development-strategies\/\">brand development<\/a> and marketing planning are the real hallmarks of success.<\/p>\n<p>When considering these two examples, you see this point magnified. One brand (Barbie) has done it right every step of the way. From planning to thoughtful execution, the Barbie movie campaign is simply brilliant on every level. Mattel knew they had to invest and protect the Barbie brand and the results are remarkable.<\/p>\n<p>On the other hand, Mr. Musk clearly acted without a whole lot of thought or consideration. He more or less said, \u201cHey, here\u2019s the new name and logo. Go.\u201d No research. No testing. No collaboration. No brand planning. Just a half-baked attempt to erase the history of Twitter and completely change the direction of his company into a multi-faceted <a href=\"https:\/\/cohnmarketing.com\/expertise\/capabilities\/digital\/\">digital marketplace<\/a>. I have a hard time believing it\u2019s going to work for his company.<\/p>\n<p>Barbie was born in 1959 just like me. We both lived in Denver (she was \u201cborn\u201d here). And her brand has adapted over the years to meet a changing world. I\u2019m impressed at how her brand is going to new heights with the Barbie Movie and all of its related brand marketing. I\u2019m betting on her success. Between these two brands, thoughtful <a href=\"https:\/\/cohnmarketing.com\/marketing-plan-vs-marketing-strategy\/\">strategy and marketing<\/a> excellence win every time.<\/p>\n<p>Thanks, Barbie, for showing us the way once again.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>CEO Jeff Cohn discusses Barbie&#8217;s brand brilliance, and the exceptionally stupid X brand For decades&#8230;<\/p>\n","protected":false},"author":3,"featured_media":4731,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-4730","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-insights"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>BrandPoints: Barbie\u2019s Doing Brand Right, Once Again. - COHN Marketing<\/title>\n<meta name=\"description\" content=\"COHN CEO Jeff Cohn discusses Barbie&#039;s brand brilliance, and the exceptionally stupid re-brand from Twitter to X.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/cohnmarketing.com\/wp-json\/wp\/v2\/posts\/4730\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"BrandPoints: Barbie\u2019s Doing Brand Right, Once Again. - COHN Marketing\" \/>\n<meta property=\"og:description\" content=\"COHN CEO Jeff Cohn discusses Barbie&#039;s brand brilliance, and the exceptionally stupid re-brand from Twitter to X.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/cohnmarketing.com\/brandpoints-barbies-doing-brand-right-once-again\/\" \/>\n<meta property=\"og:site_name\" content=\"COHN Marketing\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/cohnmarketing\" \/>\n<meta property=\"article:published_time\" content=\"2023-08-04T18:37:27+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-04-14T02:09:33+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/cohnmarketing.com\/wp-content\/uploads\/2023\/08\/c580ff28-455f-4d4d-b15c-714925149b94.jpeg\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"1024\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"cj\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@cohnmarketing\" \/>\n<meta name=\"twitter:site\" content=\"@cohnmarketing\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"cj\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" 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