Casper Scholly

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Developing A Brand Positioning Statement

The brand position or brand positioning is how the brand is perceived in the context of competitive alternatives in the mind.<p>As brand consultants, …

The Founder Of A Famous Ad Agency Wrote A Fantastic Memo On How To Be A Good Writer

In 1982, the late founder of the Ogilvy & Mather advertising agency David Ogilvy issued a memo of 10 incredible writing tips to his staff.<p>Known as "the father of advertising," Ogilvy made sure his employees knew they'd only climb the ladder at his agency if their writing was sharp, clear, and …

Advertising

Brands Must Own A Meaningful Difference

John Costello, president of global marketing and innovation for Dunkin’ Donuts, has not yet read my new book, <i>The Meaningful Brand</i>, but his comments …

When Other Brands Attack: 5 Defensive Moves

Is there any reason why you wouldn’t defend yourself in the face of an attack on your market share or reputation? None that I can think of off-hand. …

Purpose Equals Power For Brands

In an age where products are increasingly similar and of equal quality, the opportunities to compete just on the basis of what you sell are …