Brand Building Online

In his book According to Kotler, Philip Kotler, a professor of international marketing at Northwestern University’s Kellogg School of Management, employs a question-and-answer format to plow through clearly organized sections and subsections of information on [Read More]

In today’s fast-paced world, many business owners view their customers as widgets on an assembly line. They move them through the line, take their money, and make way for the next one. That is no [Read More]

In a world of knockoffs, counterfeits, and pirated intellectual property, consumers are hyperaware of fakes. And their nose for the ersatz isn’t limited to the purchase; it extends to the entire marketplace experience. Whether they’re [Read More]

Gone are the days when marketers could rely on big-budget, in-your-face ad campaigns to capture the market and secure customer loyalty. Consumers just aren’t buying the hype. What’s more, a newly empowered consumer has big [Read More]

When it comes to strategic brand management, how powerful is a good jingle? Open the Yellow Pages to the plumbing section and you’ll likely find a Roto-Rooter ad with its jingle prominently featured in wavy [Read More]

Consumer psychologist and brand positioning expert Adam Ferrier offers these five secrets of a cool brand:

Don’t ever think your brand is cool. At best your brand can appeal to cool people. Without their endorsement, your [Read More]

As a youngster, Adam Ferrier got a schoolyard lesson in what is and what isn’t cool. After winning the Western Australian under-12 chess championship, he eagerly informed his friends about his big achievement. The response [Read More]

At first glance, it’s difficult to imagine how Cadillac and the Rolling Stones or Wal-Mart and KISS could be similar. Yet, according to Roger Blackwell, professor of marketing at Ohio State University and coauthor of [Read More]

For all the promise and hype of the late-’90s dot-com era — the bricks-to-clicks construction boom, with new companies and new technologies springing up like mushrooms after a rainfall — it remains a sad truth [Read More]

If you want to elevate your brand building strategy and make your marketing messages stand out, you need to understand where the brand presently sits in consumers’ psyches. You need to discover your brand’s truth [Read More]