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Great creative may touch a nerve, bring a tear or generate laughter, but it is doomed to fail as effective advertising if it is not built on a solid positioning strategy. Throughout the history of advertising, creative minds have toiled to make products popular and services desirable. Many have succeeded. Most have failed. And failure is not reserved simply for those advertisements with clumsy creative...

Many marketers misunderstand marketing. They think marketing is a battle of products, not brand perceptions. Let the better product win is the adage.

SEO, search engine optimization, search engine marketing, page rank, keyword strategy, online positioning . . .

Most Super Bowl Ads Fumble Great Positioning Opportunities Positioning is how you differentiate a brand. Differentiation provides the reason why someone should buy from you and not another.

We've all heard the adage, "The bigger they are, the harder they fall. "  Nowhere is this truer than in corporate business today.

The latest miscalculation in line extension is brought to you by Unilever, maker of Dove, the world's first "beauty bar.

With the velocity we face in the digital age, a review of what we "know" reveals that it doesn't take a year for that knowledge to become outdated.

You might be surprised to learn that YouTube is the second-largest search engine. It's bigger than both Yahoo and Bing, and second only to Google.

Products come and products go. The same goes for product naming.

Let me see if I have this right: A major brand is spending lots and lots of money telling us that for years and years its product has always been lousy. Until now, that is...