by Marc H. Rudov | August 5, 2009 | Article
Ft. Worth-based RadioShack announced that it will rebrand itself simply as The Shack. Lee Applebaum, the company’s chief marketing officer, called it a way of “contemporizing” perceptions of the brand: “Our customers, associates, and even the...
by Marc H. Rudov | July 5, 2009 | Article
Imagine Tiger Woods announcing that, because he won the US Open in 2008 and is ranked #1, he would win again in 2009. Tiger’s too smart for that (by the way, he didn’t win in 2009). He knows that presumption — resting on his laurels — would...
by Marc H. Rudov | May 28, 2009 | Article
It always astounds me when people opine that branding is for consumer products and that industrial purchases are made with pure logic. Neither opinion is even close to accurate. So, why would anyone attempt a “cerebral” sale? Good question. But, it happens...
by Marc H. Rudov | April 26, 2009 | Article
Words — love, hate, lawsuit, bailout, bankruptcy — elicit strong emotions and behaviors in and from us. Selling is no exception: it leads to defensiveness, where a purchaser feels that an unneeded or unwanted product will be pushed on him. This dynamic is...
by Marc H. Rudov | April 18, 2009 | Article
Window shopping is the practice of viewing, but not purchasing, the merchandise displayed in a storefront window. Such ephemeral browsing is not limited to storefronts. It also occurs on Websites, magazine ads, billboards, and TV commercials. Why? Lack of connection....
