How to launch a product — Apple Shows Us How It's Done With The iPHONE 5 Many companies are wondering how to launch a product. It may be apple season (with a small "a") in many parts of the... Read more
14 July, 2023
The Elf Yourself phenomenon and what it means to marketers OK, now that Thanksgiving is over it is officially holiday season. And what does that mean for most of us? That's right – time to Elf... Read more
2 December, 2009
Today I received a package from my sister who lives in Boston. Inside was something I haven’t seen since I was twelve: a box of Quisp breakfast cereal. That's because its producer,... Read more
9 June, 2009
Click here to listen Transcript This is the edited transcript from Bernard Clive's interview with Sean Duffy, a brand strategist. Bernard Clive: Welcome to another edition of your... Read more
31 March, 2023
Very often I'm asked what's the difference between sales, marketing and branding. Before I answer, it’s worth bearing in mind that many marketing terms are simply mental constructs. They are... Read more
29 November, 2022
Busy business people are quick to relegate things they don't regard as important to the "soft issues" bucket. I've seen everything from product design to consumer perception to brand strategy in that... Read more
13 June, 2022
Five of the most common brand positioning mistakes and how to avoid them Few things will help your brand build an engaging online audience faster than a strong position. Your brand’s position is an... Read more
31 March, 2023
Written by Joel Isopahkala Image 1: Employer Branding should appear on every level at the workplace (ReviewTrackers, 2017) Employer branding is the process of creating the greatest workplace... Read more
2 October, 2019
Next time you dash off a memo or post, consider young Neil McElroy sitting behind his Royal Typewriter on May 13, 1931 drafting the 800-word memo below. It was drab and rainy in Cincinnati that... Read more
11 May, 2011
A practical model for developing international brands You want to build your brand’s equity. But a quick survey of the models for doing so reveal a plethora of options. I’ve found most of these... Read more
14 June, 2012