Okay, so you’ve done the research, developed the strategy, executed the creative, pulled off the launch, placed the ads and you’re feeling pretty proud of yourself for building the greatest brand your industry has ever seen. Guess what – your brand is still vulnerable, and it may be in a place you haven’t spent much [...]

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Even if you’ve never flown them, you’ve probably heard of European low-cost carrier Ryanair. And if you haven’t flown them it’s something you should try – at least once in your life. It’s less like Southwest and more like the second-class train car from Cuzco to Puente Ruinas:

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Despite Marshall McLuhan’s assertion that television advertising was the “greatest art form of the Twentieth Century,” reports of the demise of television and inefficacy of television advertising have been around since . . . well just about the dawn of television advertising.  The greater number of entertainment and information options we have, however, the more [...]

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If you want to fight Apple, don’t do what Blackberry is doing . Don’t do what Microsoft is doing either. Do what Verizon is doing instead.

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For over 35 years, Federal Express (NYSE: FDX) has relentlessly delivered the most time-sensitive documents and parcels throughout the world. FedEx famously built its brand around a singular idea:  by coming through when something “absolutely, positively has to be there overnight” (an immortal line first deployed in 1979) as dramatized by John Moschitta, Jr. [...]

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