Articles

WRITTEN IN THE RECORD

Sears and Macy’s. Going Out of Business.

Sears and Macy's. Already dead. Sears and Macy's. Going Out of Business. Are Sears and Macy's in the throes of a death struggle? The problem with Sears and Macy’s won’t be solved with store consolidation, liquidation or closures. And the problem is bigger than those...

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Branding Company Competitors. A sorry lot.

Them. Our Branding Company Competitors. Our esteemed branding company competitors.A sorry lot. Our branding company competitors have no idea what they are doing. They are so clueless that they actually feature and brag about some of the worst excuses for rebranding we...

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Personal branding forms unbreakable bonds

Branding an Individual Personal branding forms unbreakable bonds Personal Branding Personal branding is the most overused and most misunderstood of all the branding jargon I come across in my job title (Brand Strategist). Luckily I have never been asked to work on a...

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Rebranding do’s and don’ts for marketers

  Rebranding do's and don'ts for marketers Many of these mistakes are made every day Rebranding is an effort that shouldn’t be taken lightly. That’s why, when the decision to rebrand is made, it should be completed with honesty and no holding back.Many don’t...

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Cree LED lightbulbs have lost brand power

Cree's Failure Cree LED lightbulbs have lost brand power Cree LED lightbulbs. An Example of surrendering initiative. For Stealing Share, Cree LED lightbulbs is in our backyard. I follow the company because it is great to see a local company innovate and win. I...

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Department Store Rebranding: Mandatory

A Rebranding Strategy for Department Stores Department Store Rebranding: Mandatory Why talk about department store rebranding? Because the department store market and the retail industry needs a complete reset (read a detailed market study of the entire retail...

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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...

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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...

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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 Any process of insurance branding includes questions about creating preference. How do we gain preference for our products when, basically, they are identical to that of the competition?...

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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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