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Generational Marketing: How can brands reach Gen Z?

Brands have always been focused on tailoring their approaches to various demographics, among them being generations. From messaging to tactics, brands must crack the generational marketing code for every demographic to achieve the best results.

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Go Blue! Or Not? That is the Question

Blue Buffalo and Purina are embroiled in a battle. A relative newcomer to dog food, Blue Buffalo says it uses nothing but the best natural ingredients and no byproducts. Since being founded in 2001, Blue Buffalo has claimed to manufacture and sell the healthiest dog food available.

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Brand Purpose: Beyond features and benefits, companies win with their whys

Not too long ago, the popular advertising strategy was to promote product features like low calories, shavers with pivot heads and toothpaste that removes stains. Then we shifted to something with more personal relevance: product benefits.

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The Moment Of Aperture Meets The Transaction

Consider this the abbreviated version of the buying cycle: a shopper wants things, even things she doesn't know she wants, and she seeks these things out or they seek her out as she goes about her daily life.

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Harrison Paint Thrives on Making Others Look Good

Company’s products protect and beautify surfaces throughout the Midwest; new Belden Village design center showcases products. When brothers and business partners Mark and Patrick Lauber heard of the opportunity to take over Harrison Paint in 2000, it seemed like a perfect situation. There was just one minor issue.

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Website Accessibility: The Right Thing to Do

It’s no secret, the digital marketplace is at the forefront of our economy. Not surprisingly, websites are one of the most popular digital marketing tools available. Your website offers consumers a variety of information, from the story behind your brand, to the characteristics that make your products different.

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How to Rate the Most Winning Super Bowl Ads

(Special to the Canton Repository)

In this year's National Football League AFC Divisional Round playoff game, Cleveland Browns Coach Kevin Stefanski was accused of playing it safe.

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The age of competition: A survival guide in a competitive positioning world

We live in a world where everyone is after everyone's business. And it's a world in which, if you lose your business, you never get it back. It's a competitive positioning world. A few numbers make the case.

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Southwest Airlines: Aligning business strategy to brand positioning

Anyone who has been lost at Chicago’s O’Hare International Airport knows the secret to effective marketing. First, determine where you are. Next, figure out where you want to be. And, finally, craft a plan to get there. That’s the equation for finding and executing effective business strategy.

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Dilemma of the day: How to reach your target audience

In the era of digital marketing, many have come to believe marketing is as simple as plugging in your desired audience and watching the results flow. Our recent discussion with the Wizard of Ads, Roy H. Williams, though has us rethinking the expense and effectiveness of limiting your audience.

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