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What can brands learn from Listerine? The brand dominates the mouthwash category that it created decades ago, largely because it focuses very clearly on a Job to be Done. Look at Listerine packaging and you’ll see it right away: “Kills Germs.” It makes this claim throughout its consumer communications. Other benefits — improved oral health, fresher breath — come out too, but the brand always leads with Kills Germs. This article is part of Branding...

Whatever the FTC and other governing bodies think, there is—and will always be—an ongoing battle for business leadership: a drive for domination. Just read the news about mergers. Kroger wanted to absorb Albertsons but was rebuffed. Denying a story in The Wall Street Journal, Shell may or may not be eager to absorb BP. Mars has been given the FTC go-ahead to acquire Kellanova (an oddly named spin-off from Kellogg’s that includes snack food brands...

How do brands stay meaningful in a world addicted to now? It’s not a rhetorical question. It’s the…

Packaging, often called ‘the silent salesman’, is a crucial part of a brand’s product and branding strategy. However,…

When I think of mascots, I think of Japan, sports teams, Smokey the Bear, and Clippy. But if…

In today’s crowded global marketplace, how can Greek businesses truly stand out and connect with consumers? The key…

Before we start this article, I have a question for you: can you name your favorite brand right…

I am pretty sure that you all, at least some times in your life, must have felt that…

In October of 1980, The Conference Board (the business and economics organization focused on corporate governance, HR, business ethics, global corporate citizenship and corporate performance) held a conference titled “Marketing Under Economic Adversity.” The title is apt for today as we are experiencing enormous economic and fiscal uncertainty. There appears to be declining consumer sentiment. Consumers are changing shopping behaviors, cutting back on more conspicuous consumption products. Prices are on the rise to cover the...

From all my years in research and consulting, I think I’ve learned a thing or two about marketing worth sharing. Enduring fundamentals, mostly yet often overlooked. So, this year, I want to share some snippets for your consideration. I hope they’re helpful. This week’s thought: Nothing matters unless it is central to a brand’s value proposition. Lots of things come and go in marketing. Fads and trends, new books and concepts, innovative ads and inventive...