by Marc H. Rudov | February 8, 2012 | Article
If you own a TV, you’ve seen nonstop discount campaigns from Joseph A. Bank, the men’s clothier. How does a customer know what value he’s getting at any time? It’s impossible. WATCH HERE. Newly minted JCPenney CEO Ron Johnson, former head of...
by Marc H. Rudov | June 7, 2011 | Article
On June 6, 2011, Steve Jobs, emerging briefly from his medical leave, made a rare branding blunder in a product announcement: incorporating “cloud” in its name. Jobs heralded Apple’s free iCloud service, which allows users to store remotely their...
by Marc H. Rudov | March 28, 2009 | Article
There’s only one way a CEO can confirm his brand’s effectiveness: buzz, word-of-mouth. Without buzz, there is no brand. Buzz is easy to discern — listening to customers and journalists, searching on Google, checking blogs, monitoring users’...
by Marc H. Rudov | July 13, 2008 | Article
Not a day goes by without an article in the San Jose Mercury News, Wall Street Journal, BusinessWeek, Fortune, or Forbes erroneously equating a product to a market. There is no excuse for this. I constantly see incorrect references to the wireless market, the...
by Marc H. Rudov | June 16, 2008 | Article
Nobody can define Web 2.0, even Internet gurus Tim Berners-Lee and Tim O’Reilly. So, why do marketers devote so much time, speech, and ink to it? Good question, considering not one online shopper understands or cares about it. Do a Google search on Web 2.0, and...
