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, 2023Click 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, 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, 2023Very 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, 2022Busy 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, 2022A 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, 2012Next 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, 2011What is it about Microsoft that makes it reinforce Apple’s brand every time it opens its mouth? The latest MS communication fiasco centered around their efforts to help earthquake victims in... Read more
14 March, 2011Can you imagine a marketing manager letting brand-related websites, endorsements, editorials, images, or videos be broadcast without review or approval? I can’t. Companies want to control the... Read more
28 September, 2010Why drive-to-web works The winner of the populist vote in this year’s Super Bowl ad war is the Betty White Snickers commercial. According to the 2010 USA Today Ad Meter, the commercial... Read more
11 February, 2010
