In the business of marketing, words matter. Sadly, marketers disagree over baisc brand terminology. Through overuse, the terms  ‘mission’, ‘vision’, ‘value proposition’, ‘mantra’, ‘essence’, and ‘identity’ lack precise definition. The confusion makes strategic thinking about brands more difficult and undermines marketers’ credibility. If marketers can’t agree on basic terms and frameworks, how serious can the business of brand strategy be?

The simplest models often work the best - BCG’s Growth-Share matrix, a SWOT analysis, an organizational chart. These models work because they distill tons of information, identify what’s important and are easy to grasp.

Our favorite model for identifying brand strengths and weaknesses – the 3-Circle Model – is stunningly simple, too. It involves just three overlapping circles representing the brand, customers and competitors. Mapping the intersections of customer desires, brand capabilities and competitive strengths allows strategists to classify and prioritize different types of ‘value’.

Smartphone-enabled shoppers are increasingly the norm. The most savvy tech-enabled shoppers, about 10% of all smartphone users, provide a beacon for understanding how we may all shop in the future. These 'Shoptimizers' are distinguished by their shopping behavior and attitudes, and can be found among all age and demographic groups, young and old, rich and poor, employed and unemployed.

If you have ever named a boat, a pet or a child, you know how difficult it can be to choose the right name. Despite the importance of the decision, the process seems hit-and-miss and there seem to be few guidelines for getting it right. After agonizing over lists of alternatives, you reject all but one, with no sense of certainty. Later the name seems inevitable - how could you have considered any other name?

Natalie P. McNeal’s No-Buy Month project began with the recession in 2008 and is still going strong. Symbolic of the new recession-inspired frugality, thrift comes in many flavors today. Consumers’ increasing aversion to waste and excess is driving interesting new behaviors in multiple categories. Consumers of all ages show a passion for using everything they buy to the max, believing that what they throw away and what they don’t buy says as much about them as what they do buy.

Amazon recently reversed its longstanding opposition to collecting sales tax on internet sales, catching many by surprise. Yet, backing the Marketplace Fairness Act is actually a shrewd move, resolving the issue at the federal level and opening the way for the company to open distribution centers closer to major population areas like California. The ultimate goal may even be same day delivery, removing one of the last barriers to buying online - delayed gratification.