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WRITTEN IN THE RECORD

A case study in rebranding GlenGuard

A case study in rebranding: GlenGuard Research returned a new idea Rebranding GlenGuard is a great example of the rebranding process. The world of fire resistant (FR) fabrics is a complicated one because its providers have several audiences to reach. There are...

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Sporting Goods are not immune to retail trouble

  Retail's problems include sporting goods retailers Sporting goods are not immune The outdoor and sporting goods segment sees its share of shakeups that mirror what's taking place in the retail industry as a whole. Large big box chains like Sports Authority have...

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How grocery chains can beat Walmart

  How grocery chains can beat Walmart The key? Don't copy Walmart The bad news for grocery chains is that they have become a cauldron of consolidation. The past few years have seen major grocery chains buying smaller competitors to forestall the Walmart takeover of...

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What bank leaders can learn from Wells Fargo

Wells Fargo What bank leaders can learn from Wells Fargo The Wells Fargo cross-selling scandal will affect more than just it and its customers. The scandal will affect the entire banking industry, which means banking leaders must be beware of simmering anger with...

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Logistics – Parcel delivery market study

LOGISTICS MARKET STUDY Logistics and the parcel delivery market "No one in the space has given anyone any reason to care...In short, they all work." Logistics – Parcel delivery market study Logistics particularly as it relates to the consumer delivery business is a...

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Population health is an opportunity

Community Health Care  Population health is an opportunity Population health is a top concern, but it represents an opportunity The Affordable Care Act has affected everything for hospitals, including the struggle to be financially successful. Notably, however, it...

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Selling insurance when people don’t want it

Selling insurance when people don't want it People don't like insurance companies, so what to do? Selling insurance has one of the single most difficult hurdles to overcome. How to convince audiences that they should buy something they believe they don’t need. Selling...

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The wasted dollars of product naming

  The wasted dollars of product naming Product naming - Stop the craziness Product naming is important. But brands should hold every part of their businesses to a high standard of eliminating wasteful spending. For example, few industries are worse at spending money...

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Office Depot, Staples merger and new CEOs

Office Depot, Staples merger and new CEOs What the new CEOs should do Changes are afoot among the office supply chains with both Office Depot and Staples looking for new CEOs. This comes on the heels of the expected Office Depot Staples merger between the two...

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The new Truth anti-smoking ad fails.

Anti-smoking Advertisment The new Truth anti-smoking ad fails. The new Truth anti-smoking ad has taken a new approach to curbing teen smoking. It represents a move from the grotesque ads of removing skin and teeth to talking about the salary differences between...

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Insurance branding to create preference

  Insurance branding to create preference The purpose of insurance branding The twisted world of Insurance branding Any process of insurance branding includes questions about creating preference. How do we gain preference for our products when, basically, they are...

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American Fidelity Assurance Company

Standing out in a regulated marketspace. In a highly regulated category, where the differences between the offerings of supplemental benefits providers are small, a niche focus and the promise to offer a different opinion other than the status quo helps American...

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The fallacy of today’s marketing messages

Marketing messages today The fallacy of today’s marketing messages Today’s marketing messages take on many forms – better, safer, longer lasting, friendlier or cheaper. Or it can take on the form of more as in more value or the most legroom in economy class or even as...

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Marketing Major Appliances – A Market Study

MARKET STUDY: MARKETING MAJOR APPLIANCES A market study of major appliances "Aligning with a belief, now that is something different and in marketing major appliances, brands would be wise to pay attention, because the opportunity is there to steal market share."...

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Aligning IT providers. Who is eliminated?

IT provider alignment Aligning IT providers. Who is eliminated? IT (Information Technology) is changing It is no secret that Information Technology continues to evolve. Both IT providers and their clients continue to adapt to the ever-changing needs of stakeholders....

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Branding nonprofits: Growing to give more.

The Nonprofit Brands Branding nonprofits: Growing to give Charitable giving is rising over the past couple of years with 2015 being a record-setting year. In fact, giving increased in each of the past six years with 2016 expected to be more than last year’s...

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Brand relaunch. Important elements.

Parts of a Brand Relaunch Brand relaunch. Important elements. Brand Relaunch. What are all the considerations? When it's evident your brand is underperforming, then it may be time for a brand relaunch. Even if your business thrives, the metric of comparing growth to a...

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Affinity programs and why they fail.

Affinity programs and why they fail. Brand Affinity programs and why they fail. Affinity Programs Rarely Create Affinity Almost all businesses from retailers to transportation companies have affinity programs designed to foster brand loyalty. Most work very poorly and...

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Predicting marketing success. A marketing metric.

Predicting The Success of Marketing   Predicting marketing success   Marketing Success and The Human Model | Motivators | Challenges | Desire | Familiarity | Leadership | Affirmation | Scope | Comfort | Change | Community | Summary Predicting Marketing Success....

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Rebranding automobiles – The Automobile Market

MARKET STUDY Rebranding Automobiles - A look at the automotive market. "To gain preference in the automobile market, automakers have to get out of their own way and ask themselves the difficult questions." Its time for manufacturers to consider rebranding automobiles...

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