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