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When I was a senior in college, my best friend introduced me to a fellow student. “Al,” he said, “this is Joe Clap.” At...
Twenty years ago, Jack Trout and I wrote the book, The 22 Immutable Laws of Marketing. Law No.1: “It’s better to be first than...
One of the enduring cultural trends is the intrusion of celebrities in almost every aspect of life. Including marketing. Beats by Dr. Dre had...
What’s wrong with the strategies developed by many giant corporations? They tend to be developed “top down.” What’s a BlackBerry? Check the website. Is...
Change. And J.C. Penney is the latest example. In the year since Ron Johnson introduced his new strategy for the brand, sales are down...
You don’t get to be 126 years old and the world’s most-valuable brand without making some major changes along the way. Over the years,...
In marketing circles today, there’s an emphasis on “differentiation.” Marketing people often compare their brands to the competition in order to find a point...
After five unprofitable years, Tesco has announced that it will likely sell or shut down its 199 Fresh & Easy stores. Tesco, the giant...
The dean of one of the country’s most-prestigious business schools has just announced a ground-breaking positioning program for her institution. As a leading marketing...
All slogans are not created equal. Some slogans are one-sided and some slogans are two-sided. A two-sided slogan is like a two-sided knife. It...
What’s the leading producer of Greek yogurt in Greece? It’s not Chobani, the hot brand of Greek yogurt in America. It’s Fage with more...
We seem to be confusing the two. It’s obvious that Procter & Gamble is a company brand, but what’s an Apple? Like P&G, Apple...