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Every business should be building an economic moat
When investing in a company, Warren Buffett looks for those who are building an “economic moat. ”
The term is apt. Just as a watery moat protects a castle, building an economic moat is the protection a business gains by virtue of its competitive advantages.
Effective Advertising: Big question is whether to entertain or inform
Every ad person wrestles with the conundrum whether effective advertising should focus more on entertaining or more on informing.
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Southwest Airlines Value Proposition Soars on Low-Price Strategy
Many of us have a Southwest Airlines experience to share, but the story that most resonates with marketers is how the company found and executed its successful business strategy. The Southwest Airlines value proposition is a great example of aligning business strategy with the brand positioning idea.
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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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Big Data and Business: 2018 is the year of the algorithm
Making predictions is risky business, but putting our heads in the sand might be even riskier. As we begin another year, it is customary to look ahead and make decisions about where things are going. To that end, it would pay to heed the advice of J.
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Company Mission: Why does your company do what it does?
Why do we pay $1,000 for an iPhone X? Why do we pay $5 for a cup of coffee?
Many companies struggle to find their “why,” also known as their company mission.
‘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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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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Nike's campaign with Kaepernick brilliant
Nike just did it. We were taught in business school not to mix the brand with politics. Conventional branding wisdom says it would be brand suicide.
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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.
