The Brands That Stay Closest To Customer Problems Win
Decades ago, in the annals of advertising agency history, BBDO had an approach to creating winning communications. It was called The Four Point Process. The Four Point Process was a really big deal because, at ...
The Most Insightful Economic Metric For Tracking Consumers
I am occasionally asked which metric I consider best for tracking consumers. There’s no hesitation with my answer. It’s new home starts. Let me explain why. First, what is it? The metric of new home ...
Brand Positioning Is A Leadership Decision, Not A Marketing Exercise
Brands that lead today do three things exceptionally well. They create an emotional advantage that customers cannot get elsewhere. They establish a distinctive advantage that customers recognize as meaningfully different. They build a connective advantage ...