The better candidate doesn’t always win. Candidates with the better competitive positioning strategy do. Voters need to feel an emotional connection. Trump vs. ClintonWe just couldn’t help ourselves.

Customers’ minds don’t like confusion and can be tough to change. So what’s a business to do? Focus! And find the marketing value in a brand name.

From a marketing standpoint, the most important decision you can make is what to name your product or service. The right choice brings significant brand name value.

Positioning is the foundation to building a stronger, more valuable and sustainable product or service.

Remember this rule: A brand can stand for only one idea. Readers no doubt understand when someone warns, “Don’t put the cart in front of the horse.

With more than 40 years invested in developing advertising campaigns in all sizes and dimensions, we have learned that regardless of the company or product, the foundation for the work…

Labels are for cans, not people.

A crisis can be the undoing of a company. Crisis positioning can also be handled professionally and soon forgotten.

In 2012, Domino's dropped "pizza" from its company name and unveiled a fresh, modernized logo. If you didn't know that happened, you're not alone.

The craft beer industry is booming. But rather than fighting the trend, big brewers like MillerCoors and Anheuser-Busch are joining in and creating their own microbrews.