Brand Extension: Mayo move spread Heinz too thin to win August 15, 2018

It happens every time I give talks here and around the country on brand positioning and brand extension.Rather than using PowerPoint presentations, I use products as props. When I hold up a jar of Heinz mayonnaise as an ...

Think digital branding in today's B2B sales August 01, 2018

Brand positioning is designed to tee up sales — a mission as important as ever with today’s plethora of digital branding opportunities to engage and motivate our customers and prospects.The brand’s position is the distin...

Branding & Social Responsibility: Ability to respond an important responsibility July 18, 2018

Terrell Owens, the former NFL All-Pro receiver, unprecedentedly is passing on attending his Pro Football Hall of Fame induction ceremony in Canton. It's a case study in branding and social responsibility.David Baker, pre...

Brand Repositioning Misses: Lessons from Toys ‘R’ Us July 05, 2018

Beyond my office window, directly across Whipple Avenue, sits the once mighty, and now vacant, Toys “R” Us building.How did this happen? What went wrong? What can we learn from brand repositioning misses?Toys “R” Us took...