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Marketing is frustrating because virtually all common-sense ideas are wrong. Take Theodore Levitt’s famous maxim, People don’t want to buy a quarter-inch drill. They...
In the spring of 1972, Jack Trout and I wrote a series of articles for Advertising Age entitled “The Positioning Era Cometh.” And it...
Back in 1999, Advertising Age selected the top 100 advertising campaigns of the 20th century. Out of the top 100, how many do you...
“Inside Radio Shack’s Collapse” is the headline of a six-page cover story in Bloomberg Businessweek last month. Why RadioShack bite the dust? Let’s take...
“What else can we get into?” That’s the first question new management asks itself when it takes over a company. Johan de Hysschen, Cadillac’s...
I was impressed when Coca-Cola announced the introduction of Fairlife, the first brand of “expensive” milk. Or as Sandy Douglas, president of Coca-Cola North...
You could make the case for the Internet. Or Big Data. Or mobile marketing. Or PR. Or celebrities. Or a number of other revolutionary...
Hewlett-Packard plans to split in half, separating its PC and printer businesses from its hardware and services businesses. According to CEO Meg Whitman, the...
Years ago, Burger King had 12 different burgers on its menus while McDonald’s had only five. That means Burger King should have been selling...
In the marketing community, there is a struggle between two schools of thought. One school is focused on the product. The other school is...
Years ago, we got an inquiry from a company called “Seattle Computer Products.” With a name like that, I didn’t follow-up on the inquiry...
Some of the most revolutionary ideas have not been created in the laboratories of Fortune 500 companies. Some of the most revolutionary ideas were...