5 Easy Steps to Successful Brand Marketing


First, let’s take a look at brand marketing so we’re all on the same page. Let’s start with, what is a brand? According to the American Marketing Association, a brand is: name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of […]

Build Competitive Advantage: Back to Marketing Basics

swimming in the red ocean.

I’ve listed the 5 steps necessary to build competitive advantage. Have you mastered them?

Back to Marketing Basics: 9 Options for Sustainable Competitive Advantage

sustainable competitive advantage

Continuing our series on “Back to Marketing Basics” today we’ll discuss sustainable competitive advantage. First. let’s define competitive advantage. According to Wikipedia: Competitive advantage occurs when an organization acquires or develops an attribute or combination of attributes that allows it to outperform its competitors. These attributes can include access to natural resources, such as high […]

Category Marketing: Getting Back to Marketing Basics

product categories suggest appropriate strategy

I read recently that JC Penney is having problems converting the retail success of its new CEO, Ron Johnson, formerly the head of Apple’s retail monolith.  In fact, Forbes reported losses of $203 Million in just the 3rd quarter and a drop in same-store sales (a barometer for retail health) of over 26%. Analysts blame […]

Mysteries and Myths of Millenials in Social Media

millenials and social media

As a marketing professor, my days are filled with Millenials who challenge many assumptions shared by older folks.  But, who are Millenials? And why should we care about them? And, how are Millenials affecting marketing, especially social media marketing? Who are Millenials? Millenials are the tail end of Generation Y (or Gen Y), the cohort […]

Facebook IPO : Should You Buy?

facebook like

The Facebook IPO (Initial Public Offering) today generated more buzz than any IPO I can remember.  Of course, the Facebook IPO is the LARGEST tech IPO in history and the 3rd largest IPO in the history of NASDAQ.  At the asking price of $38, the Facebook IPO creates a value for Facebook of over $100 […]

Super Bowl Commercials: Did They Get Ya?

growth of start-ups relies on effective marketing

Some of you sick puppies out there watched the Super Bowl mainly for the commercials, like me.  Traditionally, the Super Bowl is when brands pull out all the stops and create ads that WOW us.  I’m not sure when this started, but I think it was with the Apple Macintosh commercial “1984″  So, How did […]

Marketing and Profit

proft strategy

Tough economic times always put even more pressure on the marketing function to PROVE it produces results  — profits.  But, that’s hard.  First, it’s not clear to lots of people exactly what marketing is.  Then comes the difficulty figuring out how to measure what marketing does to determine whether marketing efforts contributed to making a […]