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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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How a UX Design Agency Impacts Your Greatest Marketing Tool
These days, before someone ever visits your actual store or looks at your product in person, there is almost 100% certainty they took a moment to look up your website.
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AI-Powered Marketing – The Latest Disruption
If you’ve been around long enough, you remember the days when it was declared, “The internet is going to replace books!” When this was proclaimed, I worked at a book publisher (1993-94), and the owner feared he would be out of business within five years due to this proclamation by…
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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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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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Brand Repositioning Misses: Lessons from Toys ‘R’ Us
Beyond my office window, directly across Whipple Avenue, sits the once mighty, and now vacant, Toys “R” Us building.
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Branding & Social Responsibility: Ability to respond an important responsibility
Terrell Owens, the former NFL All-Pro receiver, unprecedentedly is passing on attending his Pro Football Hall of Fame induction ceremony in Canton. It's a case study in branding and social responsibility.
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Sears' saga found in snowblowers
Former Sears executive Steve Goldstein was so shocked when he found snowblowers for sale at his company’s Miami store that he wrote the book, “Why are there Snowblowers in Miami?”
That is but one of myriad anecdotes in Sears’ 120-year history, yet it reveals much about the thinking of those who…
Google Instant: Is it a Search Engine Positioning Game-Changer?
On Sept. 8, Google announced its new search functionality: Google Instant. This new search feature only works when a user is logged into a Google account.
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DEVO Whips Itself Into Shape With Positioning Marketing
Can music benefit from positioning marketing? Though an art form, it is also a product, so in that context the answer is a definite yes.
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