With football season underway, you’re likely to see lots of athletes wearing – and lots of TV commercials advertising – the very popular Under Armour® athletic apparel. But behind the brand is a success story worthy of Canton, Ohio.
As one of the sustaining partners of the National Agri-Marketing Association, Brighton recently took part in NAMA’s 10th Annual Boot Camp in Kansas City, Mo. The purpose of the event is to welcome those of us who are fairly new to the “Ag World” and to help us become better in our positions. read more
It appears J.C. Penney has made its way into headlines once again. This time the retailer is in the news, not for its continually disappointing quarterly sales, but for firing CEO Ron Johnson. The company has opted to reinstate ex CEO Myron Ullman in an attempt to save face and hopefully gain some forward traction. read more
With it being December and holiday shopping has commenced in full swing, I thought I’d share my thoughts on what’s going on with J.C. Penney, or as they have been rebranded jcp. You see, jcp’s rebrand is my perfect example of marketing gone wrong. It’s an example of a CMO ignoring the research of what draws in customers in favor of a plan that doesn’t quite fit the brand. read more
While it’s important to note the number of new Facebook fans a company’s Fan Page garners each week, this metric is not the most important indicator of social media success. Instead of focusing on increasing fan volume, companies should work towards fostering fan engagement.
Back in the day, as a young cub reporter for a daily newspaper, one of the first lessons I learned was the value of having reliable contacts. I’d spend at least some time each day talking with the mayor’s secretary, the deputies at the jail, the police dispatchers. It was usually just friendly conversations about the job, family, politics and the like, but establishing that bond and trust led to more than one call about breaking news, an important arrest, or a development that gave me an edge over competing media. My sources knew and understood my motives, and also knew that the information they shared would be treated confidentially and professionally. read more
A few days ago, a friend and I were discussing weekend dinner plans over the phone. I suggested a local restaurant, and he responded, “Let’s check out their website first to see if they have an e-mail list. Can you check if they’re on Twitter? We might be able to get a discount.” read more