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Five ways to steer your business through the pandemic
Let’s take a look at what we can do with our businesses to keep them successful. The COVID-19 pandemic may be the biggest shock to our lives and livelihoods since the Spanish flu in 1918. Our lives and the economy have come to a near full halt.
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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.
The Dangers of Tinkering with Brand Identity
You Can Lead a Chevy to the Levee, but Can You Make it Drink Kool-Aid? Brand identity is a very delicate thing. Mess with it too much at your peril.
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Mobile App Versus Mobile Website?
It's finally arrived! The impact of mobile -- proclaimed since Y2K -- is now actually influencing marketing decisions.
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What’s a brand anyway? The basics of brand positioning
Dunkin’ Donuts is planning to change its name to Dunkin’. The move is the latest example of corporate repositioning to make news that mainstream media will report. It's a brand positioning case study.
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Artificial intelligence and marketing, the next big thing
Few would argue the impact of the wheel, the printing press, steam and gasoline engines, the telephone, electricity and the light bulb, nuclear power, the airplane, penicillin, the computer and the internet. Major inventions have shaped human development and powered society, culture and civilization.
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Domino's is Facing a Positioning Identity Crisis. Two actually.
In 2012, Domino's dropped "pizza" from its company name and unveiled a fresh, modernized logo. If you didn't know that happened, you're not alone. Now, more than three years later, Domino's is just starting to advertise the change. The company is having a positioning identity crisis.
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Trump Aside, HP's Problem Is Botched Brand Positioning
Ever since the second Republican debate, Trump has railed on rival Carly Fiorina, claiming "The Compaq computer deal," made when Fiorina was CEO of HP, "was one of the worst deals made in business history. " HP was guilty of botched brand positioning.
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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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Booking.com, Doritos, Hellmann’s, Michelob Ultra, and Reese’s Win the Super Bowl Commercial Test™
Last year, we published “How to Critique Super Bowl Commercials” and the details of our proprietary, secret-sauce Super Bowl Commercial Test™.
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