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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.

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Moral-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.

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Brand 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.

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During 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.

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Niche 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.

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What’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.

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Century-old book speaks to 2016 business challenges, positioning strategy

Solutions, when found, will be simple and obvious — but only in retrospect.

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DEVO 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.

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Differentiation in Business: A marketing lesson from Mickey Mouse

Winning brands are desirably different in consumers’ minds. Differentiation in business is what helps them win.

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The 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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