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Deming’s gift to marketers: Test. Optimize. Repeat.

William Edwards Deming is credited with launching the Total Quality Management movement that is the groundwork for our modern emphasis on efficient and effective manufacturing. Among his many accomplishments, Deming popularized statistical testing and analysis, which, it turns out, today helps marketers gain confidence in our work.

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Repositioned for Stardom

This year, give the gift of branding. "Look, Santa baby! You're never gonna make it without a new image," was how his weary Tinseltown agent put it. Yes, Virginia, even that jolly old elf benefited from a branding makeover based on the time-tested principles of positioning.

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Know where to aim with focused marketing strategies

No matter how great the tactics, you can’t win without the right strategy. How can you know where to aim if you don't start with focused marketing strategies?

Time and time again, we find that great execution can’t overcome bad strategy.

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Barack Obama's New Media Fundraising

The story of Obama's success is very much a story about new media fundraising.

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Planning Your Participation in Social Media

In the first two installments on planning social media, Innis Maggiore provided perspective and specific categories and examples that define the social media space.

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Living Your Brand Position

What I Learned On My 800-Mile Trek Across Texas Interviewing 85-Year-Old Widows

If you're a regular reader of PositionistView, you're well aware of our brand position philosophy -- employing a differentiating idea, a strategy of differentiating your brand against your competition in all of your marketing messages.

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Sears' saga found in snowblowers

Former Sears executive Steve Goldstein was so shocked when he found snowblowers for sale at his company’s Miami store that he wrote the book, “Why are there Snowblowers in Miami?”

That is but one of myriad anecdotes in Sears’ 120-year history, yet it reveals much about the thinking of those who…

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Effective email marketing requires planning

Effective email marketing campaigns planned and delivered to a targeted audience at the right time can provide the highest return on investment of any digital marketing channel — by twice, if not more. It’s no wonder.

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Big Brand News! Pepsi No Longer #2; Dr. Pepper Rises

If you’re familiar with the term “Cola Wars,” you’re young enough to know that it has always been and was always supposed to be: Coke v. Pepsi. The Taste Test. New Coke. Mean Joe Greene. Michael Jackson. The Polar Bears. Tina Turner. The Super Bowl Half-Time Show.

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Seven ways to win in a commodity market

Many of the more than 5 million businesses in the United States compete as commodities hamstrung by not understanding how to grow and thrive. On the monopoly-to-commodity continuum, the closer one is to the commodity side, the more price becomes a key factor.

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