A glimpse into the minds of the Positioning Pioneers

The dubious practice of double branding.

The rise and fall of Robert Nardelli.

Do it better or do it different?

Radiado.

Black Friday.

Red giants and white dwarfs.

The no-name trap.

Heineken Premium Light.

Is it the end of the ultimate advertising slogan?

One brand for today. One brand for tomorrow.

Small business.

One of the most frequently-asked questions at our seminars and speeches is: “What special rules do you have for small businesses?” The answer is:...

The halo effect.

Marketing and psychology are closely related. If psychology is the “systematic study of human behavior,” then marketing is the “systematic study of human behavior...