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A strong brand is a compounding asset. Day-to-day, it contributes to higher sales and margins versus competition, along with a host of other business management advantages. In the aggregate, it [...]

How do you explain the importance of the value a brand can carry? Brand is not only a tactical aid to generate short-term sales. It is a strategic support to a business adding long-term value to [...]

One Media at a time It wasn’t that long ago when the only major challenge, and measure of a great ad, was “breakthrough.” The ad needed to stand out from the clutter of competition and other [...]

Dominant Brands Facing a dominant brand in your category may be the most difficult challenge in advertising and marketing.  Competing against brands like Apple,  Google, Walmart, Coke and [...]

Revealing your brand, rather than creating or inventing it, is especially germane to family businesses.  Each new generation at the helm has the daunting challenge to move the business forward [...]

Demographics, psychographics, generational cohorts, values and lifestyles and customized cluster analyses all fail to yield two segments more diametrically opposed as today’s Liberals and [...]

Even though much has been said about the importance of brand clarity to a company’s customers and prospects, it goes without saying that this is vital to sustaining brand health.  Often [...]

I came across a research study recently that further demonstrated the challenges in advertising development and measurement using research.  The study compared recall of an advertisement between [...]

BACKGROUND Ohio University, founded in 1809, is located in Athens, OH. The main campus has approximately 23,000 students and five other campuses have approximately 10,000 additional students [...]

BACKGROUND Landscape Management is a property of North Coast Media. This trade magazine evolved to its current form in 1999 and focuses solely on helping green industry professionals grow their [...]