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Brand Analytics: Measuring Via Online Positioning Analysis

Is it possible that brand analytics about how well your position resides in the customer's mind is as simple as googling your brand name? Or perhaps searching your difference?

This approach almost seems too elementary, but if you don't rank in the top position for the basic keywords that make up your…

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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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CTV Advertising – Can It Be Your New Marketing BFF?

For years, the promise of Connected TV’s (CTV) rise to prominence was predicted. Today, there’s no more prediction, just reality. According to Statista, in 2023, 88% of US TV households have at least one internet-connected device.

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Brand Repositioning Misses: Lessons from Toys ‘R’ Us

Beyond my office window, directly across Whipple Avenue, sits the once mighty, and now vacant, Toys “R” Us building.

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Old theory still explains a lot about business today

Psychologist Abraham Maslow in 1943 introduced a concept that today can help guide how we run and promote our businesses to achieve greater success. It's still relevant in advertising psychology today. You might remember Maslow’s “Theory of the Hierarchy of Needs” from your Psychology 101 class.

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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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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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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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Improve Brand Perceptions. Improve ROI.

Many marketers misunderstand marketing. They think marketing is a battle of products, not brand perceptions. Let the better product win is the adage. More than four decades of modern advertising history contradict this belief.  Coca-Cola is the worst tasting cola and still No. 1.

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Google Reverses Its Decision — Third-Party Cookies are Back!

Google announced its initial intentions to eliminate third-party cookies in 2020. While the decision was based on protecting the data privacy rights of users, companies and marketers were left racing to replace them.

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