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What we can learn from Xerox and brand failures
Company failed (and failed again) when it strayed from its established core position. The basic positioning principle applies regardless of the size of your business or whether you sell to consumers or other businesses.
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Brand extension can help growth, but keep your focus
Companies must know the difference between line extension and a brand extension . . . and when to go each route. Apple CEO Tim Cook learned a gem of a lesson from the legendary Steve Jobs. “I learned that focus is key.
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Johnson Controls-Pro Football Hall of Fame Village deal is brand-building genius
Agreement announced Nov. 18 becomes day when excellence met excellence in Stark County. Chances are, most readers of The Canton Repository hadn’t formed much of an image about the Johnson Controls brand before last week, but that most certainly will change soon.
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Thinking about advertising budgets? Think like Henry Ford
Ad agency people frequently hear the question, “How much money should we spend on marketing?” The question is pretty basic, but the answer is not a simple sum or percentage. Advertising budgets are challenging.
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Laws of marketing point path to success
Last installment in four-part series shows that laws of marketing from nearly 25 years ago still elevate brands above their competition.
In art and in science, basic tenets serve as the foundation of “laws” that guide actions that help us navigate to the outcomes we desire.
ArtsinStark: The arts color Stark County’s brand
If I were a painter, I would love adding color to my canvas. If I could sculpt, my clay would take the shape of inspirational people. If I could sing, my song would be joyful.
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R.I.P., Jack Trout, and Thank You for Positioning
Jack Trout helped put Naugahyde under our butts and Betty Crocker back in our kitchens, but most of all he put positioning top of mind for generations of marketers from Canton to China. When we think positioning, we think Jack Trout Positioning.
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Jack Trout and Positioning: Legacy is brand success strategy
Jack Trout’s counsel to 500 Ohio business leaders in 2009 rings as true today as it did the day he delivered it. Times like these, he said, are opportunities for companies and brands.
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PR and Digital Marketing: PR’s storytelling heritage helps boost brands’ online traction
A few short years ago, not many would have connected public relations folks with the digital revolution. But a funny thing happened along the way. PR and digital marketing got hitched. In the late 1990s, the so-called digital revolution gained a toehold as web development boomed.
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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.
