Introduction: Marketers must constantly look for ways to generate revenue by bui

Question

Introduction: Marketers must constantly look for ways to generate revenue by building brand awareness. This Newsweek Video case is an interview with Larry Flax & Rick Rosenfield, executives at California Pizza Kitchen. They offer insights into the benefits and challenges of implementing branding strategies.

About Larry S. Flax and Richard L. Rosenfield

In January, 2004, Larry S. Flax and Richard L. Rosenfield co-founded California Pizza Kitchen. They are both Co-Presidents. In January 2002, the two men co-founded LA Food Show, Inc., a family-oriented grill and bar and now a wholly-owned subsidiary of CPK, and they served as Co-Presidents of that company. Previously, Mr. Flax and Mr. Rosenfield practiced law as principals in Flax and Rosenfield, Inc., after both served as Assistant United States Attorneys in Los Angeles.

View the Newsweek Video Case interview with Larry Flax & Rick Rosenfield regarding building brand awareness, brand extensions, product line extensions, and expansion of distribution channels (the P of Placement).

Answer the following questions:

Explanation / Answer

1 ) Common Brand Problem Number 1: Since branding has become widely known and embraced, I increasingly encounter people who can talk the talk, follow the steps in the brand management process and generally take a number of actions on behalf of the brand. What I often find missing though is a true deep-down understanding of what makes the customer tick and a passion for exceeding customer expectations in unique and compelling ways. That is, I see allot of people going through the motions without the depth of insight and the passion for excellence and differentiation. People often think that a new logo, tagline and brand style guide will

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