Ask most businesspeople how alpha companies — businesses that dominate their industry or product category — earn top-dog position, and they’ll probably list things like competitive pricing, customer service, quality products, being the first to [Read More]

A brand communication strategy is essential, and over the past decade especially, it’s been a well-hyped trend for businesses large and small. But here’s the irreverent truth: The branding craze is also a gimmick and [Read More]

Who is your customer? Perhaps the better question is, who isn’t? As a longtime marketer, strategic communications expert, and brand identity specialist, Mary Lou Quinlan has noticed that most people think a customer is only [Read More]

Thirty–six years ago, astronomer Frank Drake sent humankind’s first deliberate communication to our interstellar neighbors. We’re still waiting for a reply. Marketers have it so much easier: They need only browse the Web to catch [Read More]

Ask most businesspeople how Alpha companies — businesses that dominate their industry or product category — earn top-dog position, and they’ll probably list things like competitive pricing, customer service, quality products, being the first to [Read More]

They’re everywhere. No longer a flourish seen only on the fringes of society, tattoos are showing up in unexpected places — on unexpected people. These anatomical imprints, says strategic brand management expert Karen Post, are [Read More]

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]