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The Pendulum Of Brand Change
Vision without execution is hallucination. Your strategy determined and decisions made, it's time to execute. Turning the vision into reality, Business Strategy and marketing is where things can fall apart. Americans elected Barack Obama, then eight years later elected Donald Trump.
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The Magnificent Seven: Best marketing books ever
If you want to get better and better at running your business, you would do well to read a few of the best marketing books of all time. Hewlett-Packard co-founder David Packard famously said, “Marketing is far too important to leave to the marketing department.
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Sharpen your focus for marketing magnificence
Smart marketers recognize they become stronger when they focus and reduce the scope of their activities. As powerful as the sun is with trillions of kilowatts of energy, the oceans aren't boiling. A laser, with only a few watts of energy, can drill a hole in a diamond.
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Super Bowl LIV Advertising: The game behind the game
(As seen in Crain’s Cleveland Business. )
Will more brands brave the political fray in 2020? For many years, advertisers were cautioned not to mix brands with politics. Conventional wisdom said choosing sides was commercial suicide. The old calculus was: Why alienate half your audience?
The Cheese Has Moved: Why B2B Advertisers Are Streaming to Connected TV
Advertisers have long understood the potency of television (TV) as a brand-building medium for consumer products. However, business-to-business advertisers typically kept their distance, and for good reason.
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Differentiation: The Secret Sauce of the Top-Trending Brands
Each year, publications like Vogue, CEO World, and other popular print and online outlets publish their top-trending brands to monitor in the coming year. We decided to take a deep dive on one of the top brand lists to see why the companies and products made the list.
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55 Years Later: Revisiting Jack Trout’s Original Article on Positioning
If you haven’t read Jack Trout’s original article on positioning, you can read it here. Published in Industrial Marketing in June of 1969, this single article was the foundation upon which Trout and Ries built their principles of positioning.
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America’s Pastime to the World’s Stage, Positioning as a Sports Marketing Strategy
As we welcome Independence Day celebrations, most Americans think of iconic American imagery — often hot dogs, burgers, summer nights, and baseball! The oldest American sport often recalls childhood memories of a slow, strategic game steeped in tradition.
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A New Day is Dawning: PR, EQ, AI and Advertising
There’s no denying the topic of AI has consumed nearly every industry. Written across every headline, highlighted within broadcast news spaces, and sprinkled in conversation with friends, the technology seems to weave its way into every space.
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Chicken of the sea?
Long John Silver’s rebrand clucks like a positioning landlubber. Jessica Simpson famously asked, “Is this chicken what I have, or is this fish? ” The clip was played and played and played — “It’s called Chicken of the Sea, but it’s not really chicken. It’s tuna.
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