A flashy celeb or athlete can add some panache to your brand, but at what cost? Between the talent fee, travel expenses, scheduling issues, and the potential for a crisis in…

It doesn’t get much bigger than billboards. Whether it’s the side of a building or the side of the road, billboards can be an effective tactic depending on how they are…

The sizzle of fajitas or the soundtrack of Jaws evoke distinct and strategic emotions. Will your mouth water or will you hide your eyes? Both are effective, and challenger brands can…