Sanders displays the classic strengths of new entrants taking on dominant players—and the world of marketing sheds light on his path to success.
Every parent and company knows that it's not easy to find the right name. But what about when your business goes abroad? That which we call Coca-Cola does not, by any other language, sound as sweet.
Advertising is about attracting, holding, and focusing attention. And nothing gets our attention like a funny TV spot. But funny is a double-edged sword.
Many people don't think advertising influences them. The marketing industry disagrees strongly. One side has to be wrong.
"Good to the last drop." "Breakfast of champions." Some slogans last forever. Others don't last a year. How come?
"Less is better" is a marketing ethos, but it begins with technology that requires less fuss and better experience