Good Week/Bad Week in Branding

Good Week: Bass Pro Shops – The fishing/hunting/camping gear giant acquired primary rival Cabela’s for $4.5B, becoming the undisputed king of the great outdoors. Immediate plans are to continue growing both brands, although a number of redundant corporate jobs may be in the crosshairs.

Gooey Week: Krispy KremeThe closely held chain agreed to purchase its UK operations from a private equity owner, consolidating control of its sugary kingdom on both sides of the pond. The UK gives us such elegant brands as Burberry, Jaguar and Bentley, asking only glazed doughnuts in exchange. Will the selfless sacrifice never end?

Sad Week: Jingles – In the mid-60s, when radio mattered as much to advertisers as TV (which only had about 13 channels at the time), every national brand had a jingle. They were as essential and ubiquitous then as corporate websites are now. We were saddened to learn this week of the death of Richard Trentlage, a former jingle-miester whose credits include two of the most iconic jingles of all time: “McDonald’s is your kind of place” and the “Oscar Mayer wiener song,” which was in use for more than 50 years!