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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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Find your business’ marketing Holy Grail
In the Christian tradition, the vessel Jesus and his disciples used to drink wine at the Last Supper is called the Holy Grail. Through the centuries, the Holy Grail has come to be known as something very special and highly sought for its miraculous powers.
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Dove For Men: From Line Extension To Line Extinction
The latest miscalculation in line extension is brought to you by Unilever, maker of Dove, the world's first "beauty bar. " Dove was one of the first products in advertising history to "be positioned.
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Measuring Apple's Brand Strategy
In the 2008 book, Killer Differentiators: 13 Strategies to Grow Your Brand, authors Jacky Tai and Wilson Chew conclude that Apple's brand strategy of consolidating software and hardware has "crippled its growth. " Are they right?
The answer to this brand strategy question may be a matter of perspective.
Differentiated Content: The Key to Content Marketing
The likely key to content marketing has been discovered; It's probably not what you think.
Remarkably, 95 percent of CEOs whose companies use content marketing as a marketing tactic report they believe it has had no effect on their businesses.
Midwest Industrial Supply has Growth, Success Under Control
Local family-owned company does its part to strengthen Canton, Stark County. Step into the offices of Midwest Industrial Supply — 1101 3rd St. S. E. in Canton — and signs of success are readily apparent.
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A Tale of Brand Meaning: LeBrand, The Champ. We, The Chumps.
It was 9:27 p. m. on July 8, 2010 that redefined Greenwich Mean Time, as that was the time LeBron James changed his brand meaning and kicked Clevelanders in their nether regions with malice on a nationally televised unspectacular spectacle from the Connecticut suburb.
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Messaging Strategy: The Cute v. Clever Debate
It's a messaging strategy debate that rages wherever writers write or designers design. It's an issue that can boil the polar ice caps - and the gap between the two sides can be as big as the thousands of miles between our North and South poles.
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The Moment Of Aperture Meets The Transaction
Consider this the abbreviated version of the buying cycle: a shopper wants things, even things she doesn't know she wants, and she seeks these things out or they seek her out as she goes about her daily life.
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