Successful Marketing Focuses On Targeting, Not Segmentation

Growth is often celebrated as proof that an organization is moving in the right direction. More clients, more opportunities, more momentum, each reinforcing the belief that the organization is moving forward. All are typically read as signs of health, relevance, and success. Yet growth does not only expand an organization’s reach. It also expands the number of decisions that ...

Marketing rarely fails on its own.
It reveals where purpose is being treated as language, and where it’s being treated as a discipline.

When a campaign underperforms, most brand leaders look to adjust the marketing levers.
Refine the positio...

When it comes to AI and jobs, Boston University law professor James Bessen defined the terms of the debate in a 2015 paper published by the International Monetary Fund (IMF).

Bessen declared that technologies don’t kill jobs and cited the experience of AT...

If you read The Wall Street Journal Magazine that accompanied the Saturday-Sunday Wall Street Journal this weekend, you were exposed to an ad from Cadillac for its new Celestiq model.

Not surprising to see a luxury automotive brand advertising in The Wall Street Journal Magazine among the ads for Cartier, Armani, and Dior. What is surprising is that you must actually s...

As we approach America’s 250th birthday, our celebrations reflect on the greatness of our country. Inherent in our celebrations is the belief that America is a great land. America is a great brand. As Americans, we are owners of brand America.

As a brand owner, you might have ideas about what a great brand is. What does being a great brand mean to us? Putting politics ...