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]
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]
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]
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