In the pantheon of great marketing minds, Jack Trout holds a lofty position. Which is appropriate, given his role in creating the branding and marketing concept known as positioning. Continue reading “Remembering Jack Trout, inventor of “positioning””
AdAge reports that Dick’s Sporting Goods has promoted its chief marketing officer Lauren Hobart to president. The appointment is “a rare move for retail,” writes AdAge’s Adrianne Pasquarelli, but not so uncommon for other sectors. “[A]s brands assign more responsibility and credibility to their top marketers, it’s becoming a more frequent trajectory.” Continue reading “From CMO to CEO: Could it work in #highered?”
Commencement season is upon us, and in the higher ed world, it’s already off to a heated start. Earlier this week, students at Bethune-Cookman University booed and turned their backs to Education Secretary Betsy DeVos as she began her speech to the class of 2017 there. More protests are expected when President Trump steps up to the podium at Liberty University’s commencement Saturday. Continue reading “Friday Five: Cap and gown edition”
In a few short days, the world will be awash in media hype to mark the 50th anniversary of the Beatles’ album Sgt. Pepper’s Lonely Hearts Club Band, which was released on June 1, 1967. Frequently cited as the greatest album ever made , Sgt. Pepper’s is a pop culture touchstone that has influenced countless musicians over the past half century. The record’s golden anniversary has spawned several new books, a “super deluxe” album reissue, a new documentary about the Fab Four andeven a pretty hilarious mashup of the album with another pop culture icon, Star Wars.
A quick Friday Five this week: A potpourri of reads — on branding, media, advertising, work and self-improvement — that caught my attention: Continue reading “Friday Five: Random access reads”
One of my first aha! moments as a brand manager came years ago, by way of a book by Seth Godin called Purple Cow. That little book — still Godin’s best, in my opinion — hammered home a basic but essential theme for marketers: To be successful, businesses and their brands need to stand out among the competition.
Imagine you decide you want to build a new house. So the first thing you do is heat to your local lumber yard, purchase some lumber, a hammer and some nails, and start hammering boards together in the lumber yard parking lot. Continue reading “Your marketing plan is your blueprint”