Back in February, shortly after the Super Bowl, CareerBuilder.com unceremoniously dumped their agency of record, Cramer-Krasselt, because the TV spot they produced for the client…

How do you create a deeply relevant consumer brand from scratch with no advertising in an extremely crowded and competitive category? One thing is certain:…

There’s a long list of marketing pundits and authors who’ve made their fortunes selling the idea that putting customers first is the sure way to…

  A better question, perhaps, is ARE you differentiated at all? In reality, most companies are not. In large part, this is because most business…

  In part 1, I discussed the basics of differentiation. If another brand differentiates better, your customers won’t have any reason to value you for…

Your banner ad is one in a billion; 5.3 billion last year to be exact, according to ComScore. The same study also reports that the…