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Pepsi brings the "craft" to cola
The craft beer industry is booming. But rather than fighting the trend, big brewers like MillerCoors and Anheuser-Busch are joining in and creating their own microbrews. Smaller, premium beverages bring a personalization to the drinking experience that mass-produced ones just can't match.
View Web PageGreat Food & Amazing People Help Kozmo's Win the Hearts of Massillon
Local restaurant prides itself in being just different enough; Offers upscale environment with reasonably priced food. Not many people have the good fortune of being business partners with great friends while having the opportunity to work with family every day. Rick Taylor knows he’s blessed.
View Web PageMarket Positioning and the Context Filter: Stanley vs. Kodak
In a recent planning session for our 50th anniversary events, I was surprised to learn that our senior project manager had specified a Stanley mug for our kickoff celebration swag bag. I’m a Yeti fan, so this choice raised my curiosity. I might have even expected Hydro Flask.
View Web PageIt's Not the Economy. It's Brand Differentiation.
With a highly-publicized election right around the corner, a lot of debate seems to revolve around the economy . both sides blaming each other for high unemployment, taxes, national debt, and a volatile stock market.
View Web PageWatch Out for That New Media Advertising Magic Pixie Dust!
"We need to do social media!" exclaimed the CEO. "My kids are telling me it's the thing to do!" He continued, "If we could just get a few tweets out there, we could solve all of our problems. " Everyone's looking to new media advertising to change everything.
View Web PageProtect your brand with pricing strategies during inflation.
As we approach the general election this November, one of the key issues that candidates are scrambling to find answers for is inflation. With the cost of consumer goods going up (according to the U. S.
View Web PageGrading the New Big Ten Logo
As the "resident expert" on logo design at the nation's leading agency in the practice of positioning, I was asked to provide a critique on the new Big Ten logo created by international design firm Pentagram.
View Web PageKodak -- Blindsided by the Digital Revolution
A decade ago, Interbrand ranked Kodak as the 16th most valuable brand in the world, worth $14. 8 billion. Its stock traded as high as $94 and the company employed 145,300 people worldwide.
View Web Page2020: Programmatic Advertising Comes of Age
The problem with mass marketing has finally been solved. The answer is programmatic advertising. Imagine two neighbors. Both watching ESPN. One sees your ad. The other doesn’t. The first is your target audience. The other isn’t. The promise of programmatic advertising has finally reached marketing nirvana.
View Web PageQuality 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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