Dos Equis had a goldmine in “The Most Interesting Man In The World” (sales tripled during the campaign’s life) and incompetent marketing imbeciles destroyed it.  The VP/Marketing, reading from The Big Book of Marketing Stupidity, had this to say, “Our Millennial drinker has changed quite dramatically. We just want to make sure that the (Most Interesting Man) story evolves.”  Well, it evolved alright… the “improved” millennial-friendly Most Interesting Man “story” was an unmitigated disaster. Then, naturally, they fired the agency. Finally, two weeks ago, Dos Equis announced they were dropping the whole campaign.

KEY TAKEAWAY:  According to Comscore “smartphone is now the dominant platform in terms of total minutes across every market and apps dominate 80% of smartphone time”. Time has shifted to mobile, but some large desktop audiences impact ‘mobile firstness’. It can be easy to assume the shift of digital time to mobile has significantly shrunk the desktop marketplace, but from an audience point of view [inlinetweet prefix=”” tweeter=”” suffix=””]desktop audiences remain larger, with corresponding considerations in reaching and marketing to these users.[/inlinetweet]

In the past, when companies witnessed rising levels of uncertainty and volatility in their industry, a perfectly rational strategic response was to observe for a little while, letting others incur the costs of experimentation and then moving as the dust settled. Such an approach represented a bet on the company’s ability to “outexecute” competitors. In digital scrums, though, it is first movers and very fast followers that gain a huge advantage over their competitors. The reward? Three-year revenue growth (of over 12 percent), twice that of companies playing it safe with average reactions to digital competition.

It appears consumers are rewarding those retailers who have placed an emphasis on promoting quality in addition to value as part of their private label offerings. In fact, [inlinetweet prefix=”” tweeter=”” suffix=””]just under 74% of Americans report they believe store brand products are a good alternative to name brands[/inlinetweet], suggesting “own brand” programs that are equally differentiated by experience as by pricepoint are finally closing any perceived quality gap between national brands, a recent Nielsen report revealed.