‘Positioning map’ can reveal your competitive advantage August 29, 2018

Today, more than ever, businesses need the right strategies to compete and win in the hyper-competitive marketplace. No market or industry is exempt from the need to focus on and adjust the way they’re doing business.To ...

Brand Extension: Mayo move spread Heinz too thin to win August 15, 2018

It happens every time I give talks here and around the country on brand positioning and brand extension.Rather than using PowerPoint presentations, I use products as props. When I hold up a jar of Heinz mayonnaise as an ...

Think digital branding in today's B2B sales August 01, 2018

Brand positioning is designed to tee up sales — a mission as important as ever with today’s plethora of digital branding opportunities to engage and motivate our customers and prospects.The brand’s position is the distin...

Branding & Social Responsibility: Ability to respond an important responsibility July 18, 2018

Terrell Owens, the former NFL All-Pro receiver, unprecedentedly is passing on attending his Pro Football Hall of Fame induction ceremony in Canton. It's a case study in branding and social responsibility.David Baker, pre...