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Effective Advertising: Big question is whether to entertain or inform

Every ad person wrestles with the conundrum whether effective advertising should focus more on entertaining or more on informing.

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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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Building a Brand: Differentiate, strategize, target and shout from rooftops

Have you found your brand’s positioning idea? Southwest Airlines is low cost. FedEx is overnight delivery. Volvo is safety. When building a brand, you must differentiate.

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Southwest Airlines Value Proposition Soars on Low-Price Strategy

Many of us have a Southwest Airlines experience to share, but the story that most resonates with marketers is how the company found and executed its successful business strategy. The Southwest Airlines value proposition is a great example of aligning business strategy with the brand positioning idea.

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Forging strategy for strengthening Stark County

An important report about recommendations for strengthening Stark County has huge ramifications for those of us who live, work and play here.

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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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Your brand DNA sets the course

The end of another year is a good time to reflect and work on your business rather than in your business.  

Your business deserves the attention and a good place to start is inside your company.  

There are two kinds of companies: product-focused and customer-focused.

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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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Super Bowl Advertising: Will advertisers ‘show me the new’ in Super Bowl LII?

In Super Bowl advertising, it might be the year of the familiar — familiar advertisers, familiar celebrities, familiar teasers, familiar promotional stunts and humor. Familiar is not all bad.

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Super Bowl Advertising Effectiveness: winners and losers

Silly and sentimental. Advertisers play it safe this year.  

According to Nielsen, 51 percent of viewers prefer watching the Super Bowl commercials to watching the big game itself.  

Super Bowl advertisers are known for using Trojan horse strategy to slip their ad messages inside our gated minds.

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