Making sense of international marketing and brand strategy in the information age
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, 2023If you’re old enough to remember any of the albums below, then you may have noted the recent passing of Columbia House Record Club. Last month, the sixty-year-old marketing icon filed for... Read more
16 January, 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, 2022Written by Jessica Volk Remember the last time you checked your phone? Maybe you scrolled down your Facebook feed? Looked up restaurants nearby? Searched for the best vacation... Read more
28 February, 2019Written by Acamila Moreira KEY FACTS Anti-branding activities are a consequence of customers empowered by the internet and triggered by dissatisfaction and have been increasing constantly over... Read more
10 October, 2018Why marketing is not a true profession and how we could change that When I speak to a group of marketing professionals, I like to start with a simple exercise: I ask for a show of hands for everyone... Read more
27 June, 2016Want a 60-minute crash course in how to build a successful brand? I suggest you reserve an hour and watch the video below. It's Steve Jobs' 1997 WWDC closing keynote where he prophesied the future of... Read more
26 August, 2011Managing your personal brand will do more than build your online reputation. I believe it will make you a better marketer. It's all a matter of motivation. Managing a personal brand... Read more
18 July, 2011Next 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, 2011
