A marketer always wants to say that his brand’s product is better than a competitor’s — but what does a CMO do when his rival’s product is so bad that it sours consumers on that product category altogether?
PureSpectrum, a Georgia lighting company, faced just such …
Since its 2007 launch, the Canon imagePRESS® C7000VP digital press has earned raves and awards from printing professionals worldwide. But in the shadows of fierce competition and a historic economic downturn, …
The new production print division of Ricoh gives customers backstage passes to check out its latest release.
No matter how well established a particular brand is, it’s always tricky to expand into a new area of business. That’s what the folks at Ricoh discovered recently when …
There’s nothing quite like a box or bulging padded envelope in the mail. It makes your inner child hop up and down, tug your sleeve and ask — nay, nag: “What’s inside? Huh? HUH? WHAT’S INSIDE?” This happens even when the package contains something you ordered. The …
Few businesspeople dispute the importance of consumer research to a marketing plan, but rare indeed is the industry leader that chooses to reposition an entire brand based on a study.
However, office-supply giant OfficeMax is poised to do just that.
Driven by new research on customers’ shopping …
Business-to-business campaigns are sometimes accused of taking themselves too seriously in their marketing pieces, pontificating about mission statements, intoning about the extraordinariness of …
