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Walking line between corporate social responsibility, social division

We care more today about supporting companies whose values are aligned with our values. Corporate social responsibility is important. The reason might be due to the power of social media. Maybe it’s what matters most to millennials. Maybe it’s where we are moving as a society overall.

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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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Business Strategy: After finding your ‘why,’ it’s time to execute

Vision without execution is hallucination. Some say Thomas Edison said that. Others say Einstein. Whoever said it got it right. The ability to execute is inherent in good strategy. But the strategy won’t execute itself.

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‘Positioning map’ can reveal your competitive advantage

Today, more than ever, businesses need the right strategies to compete and win in the hyper-competitive marketplace. No market or industry is exempt from the need to focus on and adjust the way they’re doing business.

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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…

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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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We've crossed the 'creepy' line

Have Google and Facebook crossed the creepy line?

Former Google Chairman and CEO Eric Schmidt once said, "There's what I call the creepy line, and the Google policy about a lot of these things is to get right up to the creepy line but not cross it.

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Trout's Seven 'Abouts' Shape Marketing Strategy

Marketing strategy is first about finding your difference, then finding the best way to get your differentiating idea into the minds of your prospects and customers. The explosion of choice for the consumer is the direct result of the explosion of competition.

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Seven ways to win in a commodity market

Many of the more than 5 million businesses in the United States compete as commodities hamstrung by not understanding how to grow and thrive. On the monopoly-to-commodity continuum, the closer one is to the commodity side, the more price becomes a key factor.

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Brand Purpose: Beyond features and benefits, companies win with their whys

Not too long ago, the popular advertising strategy was to promote product features like low calories, shavers with pivot heads and toothpaste that removes stains. Then we shifted to something with more personal relevance: product benefits.

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