This month we’re talking about what it really means to be a challenger brand. Sure, you could argue that every brand except the category leader…
read moreAs we near the end of 2018, we thought we’d take a few weeks to look at a situation we know a number of brands…
read moreMove over Miracle on Ice. Take a standing eight-count Buster Douglas. Miracle Mets? Namath’s Jets? Valvano’s Wolfpack? Sorry, boys. When it comes to the greatest…
read moreA flashy celeb or athlete can add some panache to your brand, but at what cost? Between the talent fee, travel expenses, scheduling issues, and…
read moreOnce a status symbol, smartphones have now become the status quo. Pew Research reports that 64 percent of Americans own a smartphone, and many rely…
read moreAll the big-dog brands do it—Coca Cola, Apple, Nike—you’ve seen their products on TV or in the movies. Savvy consumers can spot product placements right…
read moreWhat do you give your customers in exchange for their loyalty? If you’re not rewarding them for repeat business, you may be missing out.…
read moreA better question, perhaps, is ARE you differentiated at all? In reality, most companies are not. In large part, this is because most business…
read moreMobile has officially trumped desktop. Google confirmed the tipping point in May 2015 by reporting that more Google searches take place on mobile devices…
read moreA nice day, good friends, and a cold drink in your hand, and you’ve got the makings for a picturesque restaurant experience and an…
read moreThe Voice of the Underdog®
Chapter 1
