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In talks I deliver on the topic of positioning, I often make an offer that elicits a great response from the audience.

Eighty percent of Super Bowl ads don't sell. That's according to a new study by the research firm Communicus.

A little history first: Do you remember when Volvo was shaped like a tank and even drove like one? It was engineered tough and reliable.

It appears Sears shoppers can be members. Eddie Lampert, Sears Holdings' chairman and CEO, told us so in a letter attached to the company's recent results.

Famed Apple Stores leader and Silicon Valley wunderkind Ron Johnson thought so. He swept in as JC Penney's new CEO with celebratory bravado.

It is said social media has changed communication. It hasn't. Communication is the same as it always has been. Message. Sender. Receiver. Social media's problem is the receiver.

Despite Super Bowl XLVII's historic 35-minute third-quarter blackout, the Big Show of Super Bowl advertising, what actor Bob Odenkirk's character in the Samsung Galaxy ad calls "El Plato Supremo!" went…

Building a strong brand is not easy. Few do it. It takes the right strategy for differentiation plus factors of focus and commitment as measured by time and money.

FedEx founder Fred Smith wrote an economics paper while at Yale.

One of the primary principles of positioning is that minds don't change, at least not easily.