Instead of focusing on their core position, too many marketers try to go upscale or downscale with failure most often the result.
The 126-year-old brand has made drastic moves before, so why not dump sugar--and Diet Coke.
Exclusivity is not a long-term advantage. If competitors don't copy your point of difference, consumers assume it's not that important.
You're likely going about things completely wrong: Consumers think category first and brand second.
Emotional attributes may give the C-Suite the warm fuzzies, but do nothing for sales.
Obama's "Forward" slogan was simple yet sophisticated; Romney's was a dud.
Fage was the first Greek-yogurt brand in America, but Chobani became first in mind.
Most people don't care about companies; they care about products and product brands they can buy.
JC Penney needs a lot of patience. And it should have held the press conference after success, not before.
Don't let the few line extensions that worked distract you from core strategy.
There's a method to the madness of a seemingly meaningless moniker.
While both Old Spice and "The Hunger Games" ran brilliant social-media efforts, it should be pointed out that one started out as a Super Bowl spot and the other is a best-selling book franchise.
Following the leader is not a successful marketing strategy -- here's why.
It's highly unlikely that a marketing campaign will change the way consumers refer to a brand. How many people call Dunkin' Donuts "DD?" or Gatorade "G"?
The common remedy for a company in trouble is "more." What else can we do? Who can we buy? How can we expand? That's getting it exactly backwards.
Everyone has opinions on the subject of Kodak and its bankruptcy. Most of them are wrong.
Try to say everything and you end up saying nothing. Make your message real, and you not only connect with people but entice them with the suggestion that there is more to learn about your brand.
Developing two brands, one at the high end and one at the low end, is probably an easier task than trying to take on the market leader in the middle of the market.
"Marketing" is too narrow a term to describe the role it plays in forging the essence of a company's role and identity and should be replaced with "branding"
Is it better to buy or to sell? Either way can be helpful provided you keep your marketing strategy focused on building a corporate brand. Not on assembling an unrelated group of companies which may be profitable today, but won't necessarily fit together under a corporate tent tomorrow.
