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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 [...]

One of the first ways marketers segmented consumers is based on generational age groups.  The idea is that shared experiences throughout life, especially in the coming of age years, create bonds [...]

My first position right out of college was that of a Pricing Research Specialist for a supermarket chain.  I managed the company’s Price Comparison Index that tracked our prices against [...]

“The sun is a powerful source of energy. Every hour the sun washes the earth with billions of kilowatts of energy. Yet with a hat and some sunscreen you can bathe in the light of the sun [...]