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By Dick Maggiore and Mark Vandegrift

Dick Maggiore

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JCPenney Repositioning a Brand Failure

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

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.

Infobesity Requires Differentiation Strategy

In an era of information overload, brand differentiation strategy becomes more important than ever.

Determining Your Advertising Budget

Ad agency people frequently hear the question, “How much money should we spend on marketing?” The question is pretty basic, but the answer is not a simple sum or percentage.

Integration Answers Digital vs. Traditional Marketing

With so many media options, it’s difficult to know where to spend ad dollars with a comprehensive plan. Digital vs. traditional marketing decisions face us daily.

Advertising with Emotional Appeal

We make decisions with the ‘emotional’ side of our brain, then we rationalize the decision with the ‘thinking’ side of our brain. Emotional appeal drives us to rational decision.

Years Past Super Bowl Marketing Strategy

If success were easy, history would not be filled with numerous flops from advertisers. Not always are ads built on strong Super Bowl marketing strategy.

Stakes and Cost of Super Bowl Ads

 

 

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...

Steps for How to Brand Yourself

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.

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