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Quality Isn't Good Enough to Differentiate Your Brand

If you are tempted to say "quality" helps differentiate your brand, think again. Do you know how many times I've heard people say "quality" is one of the distinguishing features of their company's product or service? Fact is, I really can't give you a number tallying the total.

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Nike Tagline: How to execute the perfect tagline

Gary Gilmore was strapped to a chair on the morning of Jan. 17, 1977, wearing a T-shirt and a bag over his head. He was to become the first person in the United States to be executed in a decade.

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Best marketers benefit by applying marketing laws in their work

Wouldn’t it be great if there were truly immutable marketing laws to help us with marketing our products and services?

There are laws in nature. There are laws in science.

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Lots to learn from the hedgehog and the fox

To understand the spiny hedgehog and the sly silver fox, we must go back nearly three millennia. It started with a verse from 7th century BC Greek poet Archilochus: “The fox knows many things, but the hedgehog knows only one big thing.

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Winning, compelling content inspires audience to engage, buy

In a recent column, we quoted marketing guru Seth Godin’s profound observation, “Content marketing is the only marketing left. ”

Yes, compelling content marketing is that important. Content includes many tactics, from blogging, vlogging and social media posting to e-books, webinars, podcasts and email.

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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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Niche Differentiation Strategy: Mine riches in niches

Charlie Munger knows a bit about making money. Charlie, 94, is worth close to $2 billion. He is the very longtime partner of Warren Buffett, 87. Together they run Berkshire Hathaway. Both still go to work every day. Munger said, “The No.

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Has Dr. Frankenstein Become a Celebrity Chef?

The sometimes-scary story of strange food brand collabs.  

Sit down, relax, and join me in sharing food and drink that combines some flavors you would never have thought of (or asked for).

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Find your brand positioning: Play your Cs to win in marketplace

Do you ever feel like you’re throwing a wad of spaghetti against the wall and hoping some will stick?

That is no way to win in the marketplace. The business with the right strategy and the commitment to carry it out inevitably will win.

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Advertise Responsibly®

After a recent lecture at Grove City College, a discerning student asked me the following question, “Do you ever find yourself losing sleep at night because of a marketing campaign you created that conflicted with your morals?”

My answer was easy and without hesitation. “No.

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