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Johnson Controls-Pro Football Hall of Fame Village deal is brand-building genius

Agreement announced Nov. 18 becomes day when excellence met excellence in Stark County. Chances are, most readers of The Canton Repository hadn’t formed much of an image about the Johnson Controls brand before last week, but that most certainly will change soon.

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Tendency to tinker your marketing business plan often too tempting

Sometimes the right thing to do is to do nothing, and that takes discipline. In marketing, as in investing, sometimes the right thing to do is to do nothing. But the tendency to tinker with your marketing business plan is often too tempting. Doing nothing is a decision.

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Great company slogans are difficult to create, but worth extra effort

Other than creating the brand’s name, the development of tagline might be marketer’s most important task. Great company slogans roll off our tongues like sweet candy, and many are so popular that people use them in their everyday conversations. Great company slogans, though, are much more than clever words.

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Personal Branding Builds the Value of ‘You, Inc.’: How to brand yourself

LeBron James, Donald Trump and many other celebrities know that each of us must be known for something. We need to market ourselves to further our careers. Determining how to brand yourself is more important than ever.

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Consumers Positioned to Rule in 2017: Marketing to consumers is vital

From advertisers’ perspective, capitalizing on Facebook might seem easy, but sound marketing plan still necessary

2017 is designated as the year of the consumer. Marketing to consumers is more important than ever. Go back a few decades and manufacturers ruled the roost.

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Perception in marketing is reality

Brand can’t stand for two disparate ideas or dominate two categories. Perception in marketing will not allow it.  

The decision not to allow your brand to stand for more than one cohesive idea is difficult, but not as difficult as actually sticking with the decision.

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Culturalism Trumps Commercialism in Super Bowl LI

By Lorraine Kessler, Principal | Strategy & Client Service

The Super Bowl is over. Maybe one of the best games ever. But also, one of the most memorable in terms of politics and culturalism.

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Emotional Appeal: If we win the heart, we will win the mind

We make decisions with the ‘emotional’ side of our brain, then we rationalize the decision with the ‘thinking’ side of our brain. Emotional appeal drives us to rational decision.

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We’re All Suffering from ‘Infobesity’: Differentiation strategy key

In an era of information overload, brand differentiation strategy becomes more important than ever. If information contained calories, we’d all be fatA Microsoft-sponsored study found the average human attention span has fallen from 12 seconds in 2000, around the time the mobile revolution began, to eight seconds in 2015.

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Advertise better with 22 immutable laws of marketing as inspiration

Jack Trout and Al Ries inspired a generation of advertising and marketing executives and creative directors when they published “The 22 Immutable Laws of Marketing,” and for good reason. Their immutable laws of marketing, as we have learned over the past two installments of this series, remain relevant.

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