Is this a brand innovation? Wake up and smell the chewable tablet?

Screen Shot 2016-03-17 at 11.44.27 AMIt has finally happened. Technology is now taking away one of the last remaining true pleasures in life: the aroma and flavor of a nice hot cup of coffee. In case you haven’t seen it you might want to explore the latest craze from Nootropics, the creators of Go Cubes who claim to be “experts at cognitive enhancement.”  Kind of reminds me when my dry cleaner told me a few years ago that he wants to be seen as a “cleaning solutions provider,” instead of a plain old dry cleaner.  Non-the-less, the new chewable coffee made a great impression at SWSW, where it was offered as more portable than coffee, less expensive per serving and containing ingredients that temper coffee’s harsher effects. Created by techies, GO Cubes now face a brand challenge to appeal to a broader audience outside of geeky engineers trying to stay up all night to write a few more lines of code. Taking on coffee is most probably a thankless task as the coffee “habit” is a global, cultural phenomenon that does not conform to any kind of rational alternative no matter how convenient or cost effective. Pretty much all branding professionals these days know that successful brands must not only provide value but have to deliver an engaging customer experience. So, I invite anyone who is interested to sit down with the NY Sunday Times, a warm and crackling fire place and a plate full of chewable caffeine tabs, now known as the Go Cube. In my view the Go Cube will soon be rebranded the “Gone Cube.”  Goodbye and good luck!

Marketing Innovation and Leadership

http://marketinghalloffame.org

As the chairman of the 2016 Marketing Hall of Fame, it is my special pleasure to congratulate three outstanding marketing leaders who will be inducted in the Marketing Hall of Fame at a ceremony to be held in NY on April 28th, 3 inductees

Bob Greenberg, founder, chairman/CEO of trailblazing agency R/GA; John Hayes, former chief marketing officer at American Express; and legendary marketing strategist and author Al Ries.

The three will be celebrated at the 2016 Marketing Hall of Fame induction ceremony on Thursday, April 28, 2016, 6:00-9:00 pm in the auditorium at PwC headquarters, 300 Madison Avenue at 42nd St in New York. For tickets and other information, please visit

The Marketing Hall of Fame was established by the NY chapter of the AMA (http://www.nyama.org) to celebrate brilliance in marketing across all fields and industries. Each year, the program recognizes individuals who are making outstanding contributions to the field and inspiring a new generation of marketers.

The honor is open to any current marketing practitioner from the corporate, agency, research or academic worlds with a minimum of 10 years experience who is responsible for marketing innovations that have had dramatic impact on business results, raised marketing’s profile in business overall or moved the profession forward by creating new tools and approaches.

Past Marketing Hall of Fame inductees include Trevor Edwards, president, Nike Brands; Yvon Chouinard, founder, Patagonia; Shelly Lazarus, chairman emeritus, Ogilvy & Mather; Beth Comstock, CMO, GE; Joseph V. Tripodi, former chief marketing & commerce officer, The Coca-Cola Company; David Aaker, vice chairman, Prophet and BerkeleyHaas School of Business, UC Berkeley professor emeritus, and Philip Kotler, author and distinguished professor of International Marketing, Kellogg School of Management, Northwestern University.

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