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Brand extension can help growth, but keep your focus
Companies must know the difference between line extension and a brand extension . . . and when to go each route. Apple CEO Tim Cook learned a gem of a lesson from the legendary Steve Jobs. “I learned that focus is key.
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Know where to aim with focused marketing strategies
No matter how great the tactics, you can’t win without the right strategy. How can you know where to aim if you don't start with focused marketing strategies?
Time and time again, we find that great execution can’t overcome bad strategy.
Johnson Controls-Pro Football Hall of Fame Village deal is brand-building genius
Agreement announced Nov. 18 becomes day when excellence met excellence in Stark County. Chances are, most readers of The Canton Repository hadn’t formed much of an image about the Johnson Controls brand before last week, but that most certainly will change soon.
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Understanding your customer is key to differentiation
Only when we know what is motivating our prime prospect are we able to find our differentiating idea, our position. Business today is conducted in intensely competitive, technology-driven global marketplaces. Whether you are an international conglomerate or a local mom-and-pop shop, there is no sign of the intensity decreasing.
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Strategic Leadership: CEOs must define, promote differentiation
The foundation for effective strategic leadership is thinking through your organization’s difference, defining it and establishing it, clearly and visibly. For so many years, CEOs have focused on doing things better. Today, however, we realize this approach no longer is enough.
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Consumers Positioned to Rule in 2017: Marketing to consumers is vital
From advertisers’ perspective, capitalizing on Facebook might seem easy, but sound marketing plan still necessary
2017 is designated as the year of the consumer. Marketing to consumers is more important than ever. Go back a few decades and manufacturers ruled the roost.
Perception in marketing is reality
Brand can’t stand for two disparate ideas or dominate two categories. Perception in marketing will not allow it.
The decision not to allow your brand to stand for more than one cohesive idea is difficult, but not as difficult as actually sticking with the decision.
Support Local Retail: It’s a jungle out there
As Amazon and other online operators change retail’s landscape, who will survive? If we don't support local retail, it may disappear. Not so many years ago, if you heard someone explaining the Amazon effect, you could assume it was about trashing the rain forest.
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Digital vs. Traditional Marketing: Strategize first, then advertise
With so many media options, it’s difficult to know where to spend ad dollars with a comprehensive plan. Digital vs. traditional marketing decisions face us daily.
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Marketing strategy and laws guide wins in marketing warfare
In science and society, laws come together in systems to lend order, guide actions and produce results or outcomes.
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