?>
We live in a world of words. Our memos are written in words; our emails are written in words; our marketing plans are written...
Edmund Burke’s famous epigram (with a slight revision) illustrates the importance of good marketing in the current primary battles. How can an outsider with...
Many marketing managers overlook a simple principle: In the long run, every category coalesces around two major brands. Cola: Coca-Cola and Pepsi-Cola. Toothpaste: Crest...
What brand name to use, Most marketing mistakes can be corrected. Not with brand names. Once you’re committed to a brand name, that’s usually...
Decades ago, I was kicked out of a Young Presidents’ Organization seminar for claiming that line extensions were destroying the McDonald’s brand. It’s too...
Headline in a recent issue of The Atlanta Journal-Constitution: Retailers to roll out low-price stores. As the newspaper pointed out, the Gap retail chain...
The signs are not good. What reason does Apple have for not disclosing watch sales on its latest financial returns? I can think of...
Donald Trump kicked off his Presidential campaign by attacking Mexican immigrants. And the whole country was in an uproar. NBC fired him. Macy’s fired...
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...
“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...
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...