The rise of consumer as chief storyteller – and brands’ new supporting role

The beginning of the end of storytelling, announced David’s Berkowitz’ piece in Ad Age last week. The end of storytelling? The end of stories? Impossible. Isn’t storytelling is the most important thing we marketers do? I clicked through to the piece, arguments ready.…

Retail development isn’t just about getting into Walmart

Every business that has ever developed a product dreams of getting on shelf at a Walmart or Home Depot. Big box retailers offer a lot of benefits including massive distribution and access to millions of consumers. But with the tough…

From Budget Friendly to Premium: Will Consumers Buy Into a Premium Priced McCafe?

I have something I have to get off my chest. I don’t drink coffee. There I said it. I don’t know why I don’t like coffee, but I don’t. Just about every friend and co-worker I’ve ever had has unsuccessfully…

Disruptive Innovation: Products That More People Want

Less is more.  So the theory goes with “disruptive innovation.” A new product is disruptive innovation if it has something special you want – think the portability of a disposable camera – in place of a lot more features in…

5 Ways to Evaluate a Potential Licensee

Licensing a company to expand your trademark into other product categories can be rewarding to your bottom line and strengthen your brand by adding millions of impressions in the marketplace. In the words of management guru, Peter Drucker, “All economic…