Category Archives: Marketing

Marketing: The Concept vs. Marketing: The Department

I see much debate on LinkedIn groups about marketing (and have started a bit of this myself, I must admit). A lot of the issue boils down to the concept of marketing vs. the reality of the marketing department in most organizations. Let me explain. The concept of marketing is reflected in the 4Ps of […]

Marketing Happiness

Waiting in traffic in my town last week, I glanced at the storefront of a residential builder that will be developing a small townhouse community in the center of town.  In the window were the company’s name and its tagline “Simply Happy”.  “Now that’s a big promise to deliver on, “ I thought.  What makes […]

Lessons from NCAA Underdogs and Favorites

Dayton, Harvard, Mercer.  Much is made of lessons we can learn from underdogs in the NCAA basketball tournament.  These teams overcome the odds to beat the favorites. They’re feel-good stories that make us smile. The problem is they usually don’t win it all.  Sure an underdog can beat a favorite on any given day, but […]

The Marketing “Win” of the Bracket Challenge

Well, it was all over on Friday night.  Not the NCAA basketball tournament: That will drag on for another two weeks. No one picked all the winners of the first round of NCAA’s March Madness so no one was left in contention for the $1 billion prize for picking the winners of every game in […]

The Value of Super Bowl Advertising

The teams that will represent the NFC and AFC have been decided, the reformatted Pro Bowl has been played and now we turn our attention to the really big question about the Super Bowl. Not who will win the game or even the logic of holding it in colder-than-usual New York in February this year. […]

Santa: The Brand

The Megyn Kelly saga got me thinking about Santa Claus as a brand.  In case you missed it, Kelly, an anchor on FoxNews, created a firestorm last week when she made statements that Santa and Jesus are/were white.  She claims her remarks were a tongue-in-cheek reaction to a piece in Slate by an African-American writer […]

Another Brand Misconception

“Rob Ford scandal hurting Toronto’s global brand, research finds.” So said the headline from The Globe and Mail , Toronto’s daily newspaper on November 20, 2013 that popped up in my weekly Google alerts for “brands”. Great, I thought, it will be interesting to see how all the press and comedians’ jokes about Toronto Mayor Rob Ford’s […]

Avoiding Corporate Humblebragging

The flap this week about Mitt Romney’s son, Josh, tweeting about saving four people in a car wreck, created some interesting debate about humblebragging.  Humblebrag, a term coined by comedian Harris Wittels in 2011, basically means appearing to be humble, while you are actually bragging.  Josh Romney tweeted a picture of himself smiling in front […]

Assumptions and Termites

“Assumptions are the termites of relationships.” That quote was from the leader of an educational session I attended last week on leadership of boards of directors at non-profit organizations.  The session had nothing to do with branding and marketing, but I jotted down the quote because I thought it was such a powerful thought.  On […]

Facts vs. Feelings

I serve on the board of directors for a local health services organization serving seniors, many of who have memory loss. In a number of board meetings we have heard about a focus on validating feelings rather than fact-based responses. A practical example of this is a resident who asks frequently about the time. The […]

© 2011-2017 Bill Fellows, Top-of-Mind Branding All Rights Reserved