From the category archives:

Messaging & Positioning

Clear, Simple, and Incredibly Useful Guide to Communication

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Michael Calienes is a blogger and marketer I stumbled across as one does about a year ago.  I clicked through a link recently to a fine piece of guidance for marketers planning their next communication program — whatever the media and however narrow or broad the goal.
It’s called the “three-step strategy statement,” is available [...]

You Frost My Ass, Kellogg’s!

I have a problem.  I was taught grammar, and required to memorize my vocabulary lists.  Yes, I had to create sentence diagrams as a child.  Feel free to observe, as many have, that all that teaching was a waste.
This has had one lasting side effect.  When I hear things like television advertisements, I [...]

Rewind: Brand Elasticity in the 20th Century

I spent 12 years working for Lotus Development Corporation – the latter four as part of IBM.  At the time IBM acquired Lotus, the Lotus brand was under extreme pressure.
Microsoft was killing Lotus on the desktop.  Excel was wiping out Lotus 1-2-3, Microsoft Office cratered Lotus SmartSuite.  Lotus’ challenge: drive growth in the Lotus Notes [...]

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