From the Desk of The Professor

The revered adman wanted to instill the marketing process with a sense of respect for the consumer. He admonished his creative people and clients, “The ...

This is the ideal time to start writing this piece. Having just paid an additional $200 for the privilege of changing my flight home from ...

Would You Rather Be Successful or “Cool?” Six years ago, I wrote a piece called Bring Back the Jingle. In short, I posited that while ...

My company is frequently called on to conduct qualitative research projects that are fraught with peril. That is, to test advertising, concepts, packaging, retail store ...

Some people are doomed to live in a bubble of their own making. Certain political parties and politicians might come to mind, as may some ...

Redefining USP as “Unique Selling Personality” Focus, focus, focus. That’s what I like to hammer home to both my clients and graduate marketing students when ...