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A glimpse into the minds of the Positioning Pioneers

  • 2013 Superbowl Ad Preview

    When it comes to Super Bowl ads you can always count on seeing several things: Celebrities, special effects, babies, animals, sexy girls and dudes...

  • And the winner is…

    Obama’s “forward” slogan won him four more years in the White House did what most slogans do not. It cut both ways. It said...

  • Peeking inside the mind with Brand Tags

    Captcha boxes are annoying and customers hate them. But companies need them to stop the bad guys. Or do they? Could a branding and...

  • Visual Hammers speak to consumers

    A company makes a major mistake when it develops a verbal strategy without considering what visual hammer might help hammer that idea into consumers’...

  • Audi’s Visual Hammer. An opportunity missed.

    In 1990, Audi hired my Dad to help them revive the brand in the U.S. after the 60 Minute segment that nearly destroyed the...

  • NEW BOOK: Visual Hammer

    My father’s theory on positioning was revolutionary, but it had a weakness. Invariably, positioning strategy was expressed verbally. You looked for a verbal hole...

  • Super Bowl of Advertising – 2012

    While the gridiron battle between the New York Giants and the New England Patriots was close, the advertising battle on the tube was not....

  • The Secret of Steve Jobs

    Steve Jobs was a rebel who didn’t go about life or work in the normal way. He dropped out of college, was a fruitarian...

  • Walmarts needs to stop being so cheap. At least when it comes to advertising.

    In a down economy with consumers pinching every penny, you would think that sales at a retailer synonymous with “cheap” would be up, not...

  • Crazy for Consumers? RIM is insane.

    What is RIM doing wrong? Why don’t people appreciate RIM’s BlackBerry brand, profits or growth? Because they are fighting the wrong battle. They are...

  • Gap’s Fall into the Mushy Middle

    They used to sing “Fall into the Gap.” And consumers did. Since the Woodstock era, the Gap has outfitted millions of consumers with its...

  • High Five to FiveFingers

    If your brand doesn’t have a visual difference it is going to be very difficult to create excitement. Shock and surprise is what generates...

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