When you create an advertising icon, it’s easy to fall into a trap. On the one hand, the objective of an icon is to...
What’s the size of the market? That’s the first question normally asked before the start of any branding program. It’s also the wrong question...
“The end of positioning as we know it,” declared McDonald’s CMO, Larry Light at last month’s AdWatch conference in New York City. McDonald’s, he...
In 1972, the first in a series of articles was published in Advertising Age on the concept of Positioning developed by Al Ries and...
Some have said Positioning is dead. No way, I say. Positioning is alive and well. Successful brands are still the ones using the most...
I just got done taping an interview with ABC News. For anyone watching it should be airing tomorrow(Thursday, July 15th) on the ABC World...
One of the most difficult marketing tasks is promoting the opening of a major motion picture. You have only one shot at success. If...
For two years Wal-Mart has been trying to make itself fashionable. Wal-Mart and fashion? You have got to be kidding. It’s never going to...
It so seldom happens that an advertising agency runs an advertisement for itself that the Wall Street Journal devoted its entire advertising column yesterday...
Welcome, I look forward to discussing branding and marketing topics. What is working, what isn’t and what is really annoying me. In particular I...