From the Desk of The Professor

Grey Goose Doubles Down on What’s Important

Grey Goose has been on the decline in recent years, a victim of life-cycle, an ultra-competitive category, and possibly, the realization of many that it ...

How The Daily Demonstrates The Value of Qualitative Research

One might think the New York Times podcast, The Daily, to be superfluous. The Times publishes more news stories on-line and in print every day ...

The Path Forward for Gardenburger, Boca, MorningStar and Traditional Veggie Burgers

CNN recently reported that “interest in Impossible Foods’ plant-based meat alternative is growing so much that the company is struggling to keep up.” You were out of ...

Rules for Naming Professional Sports Teams

Sometimes any brand name will do. There are successful brands with names that are random (Apple), obscure (Starbucks), pronounced in unexpected ways (Fage) and silly ...

Echo in the Canyon and the Nature of Creative Collaboration

The Brits may have had their rock invasion, but in the ’60s California had its sun-dappled version, headquartered in the wooded slopes and curling roads ...

IHOP & Agency Droga5 Double Down on IHOb

Let’s hope the great creative minds at Droga5 survive the company’s acquisition by consulting firm Accenture. We all remember what happened last year when IHOP ...