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The Perfect Start-Up: Positioning a Brand for Success

Imagine you have a great idea for a new product or service. The business plan is written and the profit potential looks promising. The brand name is memorable, the target audience has been identified and the distribution channel has been established.

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Great ads build on strong Super Bowl marketing strategy

If success were easy, history would not be filled with numerous flops from advertisers. Not always are ads built on strong Super Bowl marketing strategy.

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It's the Brands, Stupid.

It appears Sears shoppers can be members. Eddie Lampert, Sears Holdings' chairman and CEO, told us so in a letter attached to the company's recent results. The letter says his membership program is "continuing to gain traction with our members as members engage in all aspects of our program.

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Personal Branding Builds the Value of ‘You, Inc.’: How to brand yourself

LeBron James, Donald Trump and many other celebrities know that each of us must be known for something. We need to market ourselves to further our careers. Determining how to brand yourself is more important than ever.

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Know where to aim with focused marketing strategies

No matter how great the tactics, you can’t win without the right strategy. How can you know where to aim if you don't start with focused marketing strategies?

Time and time again, we find that great execution can’t overcome bad strategy.

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Open, Sesame! Bert and Ernie Put Veggies On Kids' Wish List

It's easy to slide into cynicism, as the world tends to be a pretty heavy place sometimes. Today we fret more than ever that we are hurtling toward a gloom-and-doom destiny, so we fear.

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Go Blue! Or Not? That is the Question

Blue Buffalo and Purina are embroiled in a battle. A relative newcomer to dog food, Blue Buffalo says it uses nothing but the best natural ingredients and no byproducts. Since being founded in 2001, Blue Buffalo has claimed to manufacture and sell the healthiest dog food available.

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What do you get the person who has everything?

I cannot open my Twitter without being reminded by Trunk Club advertising that I'm a terrible dresser. They're all over me right now and, by all reasonable fashion conventions, they're probably right.

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Repositioned for Stardom

This year, give the gift of branding. "Look, Santa baby! You're never gonna make it without a new image," was how his weary Tinseltown agent put it. Yes, Virginia, even that jolly old elf benefited from a branding makeover based on the time-tested principles of positioning.

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Solving a Whale of a Problem: Is it Time for a SeaWorld Positioning Change?

For generations, families have trekked to SeaWorld to see "Shamu, the killer whale. " More than the main attraction, Shamu is the face of the theme park.

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