A few years ago, certain bakeries started selling the top of muffins because so may people prefer them.  Problem was, no one could own the idea.
That brings me to the Edge™ brownie pan, where an entrepreneur figured out how to make a pan that would bake brownies all of which had at least two edges, [...]

In one of my favorite all-time marketing books, Macy’s, Gimbles and Me, Bernice Fitzgibbons (”It’s Smart to be Thrifty” for Macy’s, and “Nobody, But Nobody Undersells Gimble’s”) is interviewing a new writer for one of her copy departments, probably back in the 40’s or 50’s, at least during the heyday of Department Store advertising before [...]

The following advice comes from Fawzia Gulsha, a friend in Dubai, who is both a royal princess and a very successful real estate agent in Dubai.
“The starting point of great success and achievement has always been the same. It is for you to dream big dreams. There is nothing more important, and nothing that works [...]

I guess when we are looking at ways to create compelling differentiation, we have to include in our mental check lists, “upside down.”
I am of course speaking of Topsy Turvy, the new tomato plant that grows upside down out of the bottom of a hanging basket.  Everything about this product fits the principles of Killer [...]

Animal crackers with which we are all familiar were not a brand.  Animal crackers are a commodity with many different manufacturers over the years, even a few now, but the niche category has been all but owned since 1902 by Nabisco with its Barnum Animal crackers.  WHY??
In 1902, Nabisco created a special package of Barnum’s [...]

Why not?
Can you differentiate a drinking glass in a compelling and ownable way, and become famous for it?
Well, the Tervis Tumbler™ is just that.  Except they are not a Killer Brand, because as successful as they are, very few people know about them by name, even when they are drinking from one.  Are you familiar [...]

The American Dream may be born in the fact that to create a Killer Brand here does not require the resources of a giant, just the talent of a giant.
Consider.  Delta with giant resources starts a new airline named Song.  Millions later Song is gone.
While during the same years, in the very toughest economic times, [...]

Here is a new and very definite KILLER BRAND that I recently discovered.  How can one company own a 62% share of a highly fragmented category?
Meet Vic Firth.  Every heard of him or his company?  If you play the drums you probably have. Vic Firth drumsticks are the undisputed Killer Brand in the drumstick category.
Vic [...]

As we watch the demise of the newspaper in America amid the rise of blogs, it should be noted that the first newspaper published in America, “Publick Occurrences” in the year 1690, WAS BOTH A NEWSPAPER AND A BLOG.
Publick Occurrences consisted of 3 pages of print articles with a blank back page for readers to [...]

This links to one of the most creative pieces of advertising I have ever seen, but it fails in my opinion to make the sale when the time comes.  It is for the Diamond department at Penny’s.  What this piece fails to do is to establish and use the principle of Ethos.  The Pathos and [...]