Making sense of international marketing and brand strategy in the information age
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, 2023When people think about cross-cultural marketing blunders they usually think of the funny translation gaffes. There are dozens of examples. You’ve probably come across a few of these yourself.... Read more
10 July, 2023What is a Social Media Mantra? Before you even think about online networking for your brand, I suggest the following exercise. First, take your shoes off. Close the blinds and dim the lights in your... Read more
5 July, 2023How to create your own marketing micro-profession Before getting involved in advertising, I had planned on attending medical school. A lot of my pre-med training focused on establishing a very... Read more
3 July, 2023Is it really possible to define a brand position that works globally? When Jack Trout and Al Ries penned the marketing classic, "Positioning the Battle for Your Mind," most of the examples they used... Read more
14 April, 2023What are the opportunities and challenges facing brands who wish to market themselves internationally? This was the focus of "Amerikadagen," a recent event sponsored by the Swedish-American Chamber... Read more
7 April, 2023Five 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, 2023One of the primary tasks of strategic marketing is helping brands focus both their message and their target audience. But for brand managers that means making decisions. And that means taking risks,... Read more
27 March, 2023Are your social media or content marketing efforts underperforming? Before you spend any more time tweaking your content strategy and online tactics, ask yourself honestly: How engaging is my brand?... Read more
14 March, 2023If you work in marketing, particularly on the strategy or account planning side, then you probably use the word “insight” a dozen times a day. Either in framing your own thoughts (The main... Read more
13 January, 2023
