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The foundation for a brand’s position is that it can only stand for one thing, but there are gray areas. For example, does the Heinz brand stand for the idea of “condiments?” If so, they can extend their line from ketchup to mustard, and even mayonnaise...

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?

Other than creating the brand’s name, the development of tagline might be marketer’s most important task.

Sometimes the right thing to do is to do nothing, and that takes discipline. In marketing, as in investing, sometimes the right thing to do is to do nothing.

Agreement announced Nov. 18 becomes day when excellence met excellence in Stark County.

No matter how great the tactics, you can’t win without the right strategy.

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

Business marketers must know how to play offense and defense, and when it’s best to flank foes. Combat strategies win wars and help gain a competitive advantage in business.

Company failed (and failed again) when it strayed from its established core position.