Category: Positioning & Brand Management

As challenging as 2020 has been, the pandemic has allowed people to slow down and really take notice of what’s going on around them. Since the events following the death of George Floyd last summer, it feels for the first time in my lifetime that more people than just people of color are seeing how … Continue reading 4 Steps Toward Diversity and Inclusion Organizations Can Take Now

A few years ago, I was working with a marketing team at a large tech company. We were re-envisioning how the team would collaborate with the product group. It was clear to me that these highly skilled, highly educated marketers had been reduced to being order takers. Morale was low; they were facing a reorganization … Continue reading Why It’s Time For a New Marketing Paradigm

Every year around graduation time, chatter about “generations in the workplace” takes over my newsfeed. It makes sense. Business executives want to know what they are in for with “this generation.” And, every year it is pitched as “something new” or “something impossible.” What’s often not talked about is why this generation is the way … Continue reading What Marketers Need to Know about the Future of Brands Post-Pandemic

There’s so much to do in marketing today, and so much pressure to deliver results, that it’s tempting to dive straight into generating content, or design, or some other concrete deliverable. However, those kinds of efforts are not as effective as they could be if they’re not tied to a strategy based on the position … Continue reading 7 Points When You Need New Positioning and Messaging

Colin Kaepernick and the NFL may have settled their collusion case last week, but the question of the marketing world’s response to the impassioned discussion over race, activism and free expression that the incident triggered remains an open debate. Let’s debate it. What of Nike’s decision to either: A) Throw its considerable clout behind a … Continue reading Kaepernick v. Marketing — Game Changer or Bad for Business?