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Pick Super Bowl Ads Like the Pros

Eighty percent of Super Bowl ads don't sell. That's according to a new study by the research firm Communicus. And, article after article, like Advertising Age's most recent one titled, "Under Review: Is Super Bowl Worth $4 million?" (January 21, 2014) jam the pundit backstory to the big game.

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The Tale of Two Conglomerates

In talks I deliver on the topic of positioning, I often make an offer that elicits a great response from the audience.

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Open, Sesame! Bert and Ernie Put Veggies On Kids' Wish List

It's easy to slide into cynicism, as the world tends to be a pretty heavy place sometimes. Today we fret more than ever that we are hurtling toward a gloom-and-doom destiny, so we fear.

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Innis Maggiore's Big Three: "You-Better-Get-These-Done" Website Positioning Items in 2015

Today, millions of consumers will log in to Amazon and other online retailers in a frantic search for the best Cyber Monday deal.

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What do you get the person who has everything?

I cannot open my Twitter without being reminded by Trunk Club advertising that I'm a terrible dresser. They're all over me right now and, by all reasonable fashion conventions, they're probably right.

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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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When Brian Williams lies, you pay the price

There is a story behind the story in the Brian Williams false-reporting scandal. Crisis PR has played a role. NBC's credibility and the viability of the news anchor's return after a six-month suspension is the main story we're all seeing and hearing.

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Solving a Whale of a Problem: Is it Time for a SeaWorld Positioning Change?

For generations, families have trekked to SeaWorld to see "Shamu, the killer whale. " More than the main attraction, Shamu is the face of the theme park.

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An authentic positioning lesson from the soda formerly known as Coke

Labels are for cans, not people. It's a nice sentiment any way you cut it, and Coke would have us believe it thinks so, too, by dropping its name from the can.

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Trump Aside, HP's Problem Is Botched Brand Positioning

Ever since the second Republican debate, Trump has railed on rival Carly Fiorina, claiming "The Compaq computer deal," made when Fiorina was CEO of HP, "was one of the worst deals made in business history. " HP was guilty of botched brand positioning.

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