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Bud Light Violates Core Positioning Principles

Set the politics aside. Forget your values for just a moment. Bud Light’s marketing fiasco reminds us that violating positioning principles can cost you a lot more than advertising dollars.

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Nike's campaign with Kaepernick brilliant

Nike just did it. We were taught in business school not to mix the brand with politics. Conventional branding wisdom says it would be brand suicide.

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Combat strategies win wars and help gain competitive advantage in business

Business marketers must know how to play offense and defense, and when it’s best to flank foes. Combat strategies win wars and help gain a competitive advantage in business. The competitive nature of business is such that it’s understandable for business people to compare marketing to war.

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Google Reverses Its Decision — Third-Party Cookies are Back!

Google announced its initial intentions to eliminate third-party cookies in 2020. While the decision was based on protecting the data privacy rights of users, companies and marketers were left racing to replace them.

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Market Positioning and the Context Filter: Stanley vs. Kodak

In a recent planning session for our 50th anniversary events, I was surprised to learn that our senior project manager had specified a Stanley mug for our kickoff celebration swag bag. I’m a Yeti fan, so this choice raised my curiosity. I might have even expected Hydro Flask.

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Brand Reinvention: Reinvent or die

What do you do when even a good coat of polish doesn’t make your shoes shine anymore?

It might be time to buy a new pair of shoes. Whether we are talking shoes or business, how we handle disruptive threats makes all the difference in the world.

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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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Focus key to our Stark County economy

Whether local leaders who are mustering up an initiative to reverse our community’s economy will succeed depends largely on the resources at their disposal, the degree to which true collaboration is achieved and the quality of their ultimate plan.

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Business Strategy: After finding your ‘why,’ it’s time to execute

Vision without execution is hallucination. Some say Thomas Edison said that. Others say Einstein. Whoever said it got it right. The ability to execute is inherent in good strategy. But the strategy won’t execute itself.

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The Next Fifty Years of Positioning: the 2020s and Beyond

Where do you go when you’ve already experienced an inflatable billboard and an erasable man; hospitals, MEDsquads, flowers, and funerals; the first chicken that tastes like chicken served with the first cottage cheese with fruit inside; from spray tans and car washes to dust control and hazmat protection; pasta sauce,…

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