From the Desk of The Professor

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 ...

I was invited to a Fourth of July party at the home of a friend’s girlfriend’s sister’s boyfriend a few years ago. (Following me so far?) ...

There’s too much stuff. Too many retail outlets, too many products, too many brands and way too many line extensions. How many Gaps do we ...