Something Good for Free
Macmillan, the Parent company of my publisher Palgrave, has invited me to participate in a promotion to celebrate the paperback release of my new book, BrandDigital. They’ve set up a three-book prize...
View ArticleBe it offense or defense, all brands need a “what if” strategy
With so many brands on the defensive over the past couple of years, most recently the humbled Tiger Woods brand, it’s become apparent that planning for ‘what if’ should be on every company’s brand...
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Two ways to meet the selling challenge – and win.
Why should I buy this? That is the ultimate question on every consumer’s mind. Conversely, why should they buy it must be the ultimate question on any brand manager’s mind in order to make the sale....
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