Category
Brand Positioning

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.

Legion are the tales of marketing battles waged by brands that consumers see on retail shelves.

Last installment in four-part series shows that laws of marketing from nearly 25 years ago still elevate brands above their competition.

In spite of the fact that tests showed the new formula tasted better than old Coke, customers believed otherwise.

The fortunes of JCPenney in recent years have ebbed and flowed (ebbed, mostly) in a manner that has become a textbook case about the folly of reinventing a brand with…

FedEx brand strategy delivered results. Changes in industry, however, leave company searching for new winning tagline. FedEx founder Fred Smith wrote an economics paper while studying at Yale.

By Lorraine Kessler, Principal | Strategy & Client Service The Super Bowl is over. Maybe one of the best games ever.

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.

Companies want to sell more products and services to more consumers. The trouble is the growing list of media choices: traditional offline (radio, TV, newspaper, billboard, magazines) and online (social media, search engine optimization, banner ads, email, video). With so many options, how do we get our messages to consumers?

Companies must know the difference between line extension and a brand extension . . . and when to go each route.