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Lesson #5: Change the Rules of the Game
“If I had the chance to do it again, I probably would have liked to go to school,” says van Stolk as he reflects on his career. “However, the benefit from not going to school is that I look at things differently and I listen differently.”

Thinking of Starting a Vending Machine Business? Here are Some Tips from an Expert and a Solution to Your Problems.
Vending machine expert gives tips and advice to those preparing to start their own vending machine business. Learn from someone’s mistakes to avoid your own.

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The Three Cs of Branding
The benefits of having a strong brand are tremendous. Strong brands charge premium pricing; they thrive during economic downturns; they attract great employees, partners and customers; and they can extend into new business areas with ease. And branding is not just for the Coke’s and Nike’s of this world. Every company of any size can benefit from the power of branding.
IF THE PAINTER CAN DO IT, YOU CAN TOO
When marketing “experts” refer to the concept of branding, they typically point to global and widely recognized brands: Coke, McDonalds, FedEx, Microsoft, GE, and the like. While the “big guys” are a convenient source of reference, it makes the whole idea of branding somewhat inaccessible for the rest of us. And this is just not the case. Even the smallest company can brand itself.

Where Branding Goes Wrong, And What to Do About It.
People in my industry are always quick to point out the branding success stories. We readily site examples like Starbucks, McDonalds, Nike, Dell, MasterCard, Coke, and other world-renowned brands. Each gained true distinction and took a leadership position because they were determined to do so. They invested heavily in reinforcing their position with aggressive brand-building, and rarely waivered from their brand identity. But what about all the brands that failed, despite determination and dollars?

Ten Questions with Kathleen Gasperini
Kathleen Gasperini is the co-founder and senior vice president of Label Networks. We met in May, 2006 at the Surfing Industry Manufacturers Association conference in Cabo San Lucas. Her company helps leading brands such as Apple Computer, Verizon Wireless, Pepsi, Vans, Levi Straus, and Burton Snowboards understand the global youth culture.
Are You a "Brand Behind a Brand?"
Normally, when people hear the term “brand” they immediately think of popular consumer goods and services . . . Coke, Tide, Sony, Apple, Nike, Verizon, and the like. Here at Delia Associates, our definition of brand goes farther and wider. We define a brand as “a unique entity.”

Keeping it R.E.A.L. when it comes to branding.
What is a brand anyway? In the simplest terms, a brand is the presence of a unique entity. And that entity need not be the size of Coke, Sony, or Toyota.
Viral Marketing – The Best Knock-Your-Socks-Off Viral Marketing Campaigns Ever
The Internet has allowed us to achieve the unthinkable. Reach millions of viewers, increase sales by 200, nay 500%, and grow our business till it’s too big to fit in the garage, all for a minimum investment. We may not have the advertising might of giants like Nike, Honda, or Pepsi, but, thankfully, we don’t need it. With a budget of about 1,000 bucks (or even less!), we have the possibility to create a really great viral ad and implement a campaign that will bring us ROI beyond our wildest dreams. However, it’s not that simple. We still have to come up with this magnificent stroke of genius, the kind of ad or video that will have everyone talking, and spread faster that you can say, “Achoo!”.

Branding and the Smaller Business
You all know that the big guys invest big bucks in marketing their brands. Whether it’s Pepsi, GM or FedEx, everything they do goes toward making their brand irresistible to their target market. Without deep pockets, what’s a smaller business to do?
Pepsi's Sugar, Childhood Obesity and Twitter's Swiss Cheese
Having just concluded my second book (which will be released in February), I found it an enjoyable change of pace to once again cover the diverse and at times thought-provoking headlines from the world of social media. While I must admit that I first heard the news of the Pepsi throwback beverage in which the company announced that it would once again use "real" sugar in its flagship and Mountain Dew brands on the NFL Channel on TV, the social media factor was quite notable.
How to Build a Marketing Message People Listen To
When professionals speak they must think in terms of marketing. Marketing is a process that enables you to engage individuals by sharing value based information that aid in developing relationship. Over the last 30 years one of the best methods for establishing this value is with an audio logo. Similar to the manner in which Coke or Nike uses logos to initiate and sustain brand, your audio logo can provide similar.
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