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Pepsi brings the "craft" to cola
The craft beer industry is booming. But rather than fighting the trend, big brewers like MillerCoors and Anheuser-Busch are joining in and creating their own microbrews. Smaller, premium beverages bring a personalization to the drinking experience that mass-produced ones just can't match.
View Web PageMoral-based capitalism still best bet
Fictional character Gordon Gekko uttered a famous line that is far from fictional in describing the worst of capitalism. “The point is, ladies and gentlemen, that greed . . . is good. Greed is right.
View Web PageBrand Extension: Mayo move spread Heinz too thin to win
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.
View Web PageDuring Crises, It’s More Important Than Ever to Support Local
Without the support of all of us, many local businesses we know and love could be gone following the COVID-19 pandemic. Much information has been shared about coronavirus disease 2019, also referred to as COVID-19. Some of that information is true, and some is speculation.
View Web PageNiche Up for Success
With a GDP of nearly $20 trillion and a citizenry accounting for more than a quarter of the global household consumption, the United States is inarguably the most hyper-consumer economy in the history of the world. Hyper-consumerism begets hyper-competition. Hyper-competition is the No. 1 problem facing marketers today.
View Web PageWhat’s in a name? Only everything, including brand name value
From a marketing standpoint, the most important decision you can make is what to name your product or service. The right choice brings significant brand name value. A business’ or product’s name is one of its most important assets.
View Web PageCentury-old book speaks to 2016 business challenges, positioning strategy
Solutions, when found, will be simple and obvious — but only in retrospect.
View Web PageDEVO Whips Itself Into Shape With Positioning Marketing
Can music benefit from positioning marketing? Though an art form, it is also a product, so in that context the answer is a definite yes.
View Web PageDifferentiation in Business: A marketing lesson from Mickey Mouse
Winning brands are desirably different in consumers’ minds. Differentiation in business is what helps them win.
View Web PageThe Magnificent Seven: Best marketing books ever
If you want to get better and better at running your business, you would do well to read a few of the best marketing books of all time. Hewlett-Packard co-founder David Packard famously said, “Marketing is far too important to leave to the marketing department.
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