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Merging Data and Creative: Path to head goes through heart
Like scientists, many business folks have a deep-rooted belief that if they have all the information — all the data — they’ll be able to come up with the precise solution. We want to believe things don’t happen by chance.
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Business Growth: When is ‘too big’ too big?
Google, Amazon, Apple, Facebook and Microsoft are in a five-horse race to dominate global business. Does it feel like we’re getting close to something big, dramatic or maybe even bubble-bursting?
Things seem to be changing at a faster pace. Business growth is at an all-time high.
Grading Top Ads on Creative Positioning
Creative positioning is essentially the art of expressing a differentiating idea while, at the same time, standing out in a cluttered media landscape. Before we begin grading others, it's time for a pop quiz. Name your ten most memorable recent advertisements.
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The Key To Failure: Hyper-Commoditization
Rite Aid. General Motors. Krispy Kreme. Sbarro. Dollar Thrifty. Trump Entertainment. What do these brands have in common? They're all expected to go under this year. What is behind this failure?
Some say the answer is obvious. It's the "economy.
Did Jaguar Commit Brand Suicide?
I’ve been asked about a couple dozen times now, “What did you think of that Jaguar ad?” My response is always, “Well, it’s interesting…” and I stop there because most people have already formed their opinions, and it’s typically, “It’s awful.
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Checklist for Choosing a Marketing Agency
When it comes to driving business growth, turning your attention to marketing stands out as one of the most important strategies to company success.
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Seasoned Super Bowl advertisers win on defense
The Patriots, keepers of the Empire, struck back Sunday, marking the sixth win for the oldest coach and oldest quarterback ever to win a Super Bowl. The game was eked out in slow, lethargic doses with only a few flashes of offense to break the comatose.
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Brand Extension: Mayo move spread Heinz too thin to win
It happens every time I give talks here and around the country on brand positioning and brand extension. Rather than using PowerPoint presentations, I use products as props.
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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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Building Durable Competitive Advantage
Warren Buffet, the “Oracle of Omaha” and arguably one of the greatest investors of all time, is a man whose perspective is widely respected across a variety of business disciplines. His yardstick for selecting companies in which he might invest also measures up in the brand-building world.
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