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Show Dad a Little Dove®
This Father's Day, Dove® wants to sell more product. So, it has jumped gender and journeyed into product line extension land. Unilever, the parent company, wants to sell dad antiperspirant, deodorant and soap. Yes, Dove for dads -- brand androgyny.
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Diebold thrives on nearly 160 years of brand reinvention
Diebold Nixdorf, as Diebold is known today following the acquisition of its major German rival, is the embodiment of a company that has responded well when the time came to reinvent itself. The company has thrived on nearly 160 years of brand reinvention.
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Right Products, Services & People Help Ziegler Tire Gain Traction
Stark County family business is one of the largest independent tire dealers in the nation; has sold Firestone tires longer than any other dealer. It will come as no surprise to many Stark County residents that Ziegler Tire, headquartered at 4150 Millennium Blvd.
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Checklist for Choosing a Marketing Agency
When it comes to driving business growth, turning your attention to marketing stands out as one of the most important strategies to company success.
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2013 Super Bowl Ads: A Contrarian "PositionistView"
Despite Super Bowl XLVII's historic 35-minute third-quarter blackout, the Big Show of Super Bowl advertising, what actor Bob Odenkirk's character in the Samsung Galaxy ad calls "El Plato Supremo!" went off with nary a hitch. "El Plato Supremo!" is Right.
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Domino's Positioning: Are You Gonna Finish That Cardboard?
We Guarantee a Bad Product - Fast!
Let me see if I have this right: A major brand is spending lots and lots of money telling us that for years and years its product has always been lousy. Until now, that is. Thanks, Domino's.
The Pendulum Of Brand Change
Vision without execution is hallucination. Your strategy determined and decisions made, it's time to execute. Turning the vision into reality, Business Strategy and marketing is where things can fall apart. Americans elected Barack Obama, then eight years later elected Donald Trump.
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Did Jaguar Commit Brand Suicide?
I’ve been asked about a couple dozen times now, “What did you think of that Jaguar ad?” My response is always, “Well, it’s interesting…” and I stop there because most people have already formed their opinions, and it’s typically, “It’s awful.
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Think like a start-up when developing your company mission
Early and often over the history of this column our counsel has been about the importance of strategy in marketing our products and services and in the company mission. We say it often because it is so critical. It cannot be overstated.
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Tradition, Consistency & Creativity Drive Biery Cheese's Success
Family business' cheese sold nationwide, and in 23 countries; employs 500 locally. When Norman F. Biery founded the business that would become Biery Cheese in 1929, he was working hard to get his family through the Great Depression.
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