Posts by: James T. Berger

Marijuana Marketers Discover Guerrilla Marketing

Marijuana Marketers Discover Guerrilla Marketing

By James T. Berger September 21, 2021

How do you market a product that is still federally illegal? There is a form of marketing that’s ideal for marijuana – it’s called guerrilla marketing. It uses cost-efficient techniques to capture brand awareness with the target market without interrupting them.

3 ways that you can use census data in your market research efforts

Making Sense of the 2020 Census

By James T. Berger August 17, 2021

Making sense of the 2020 census for marketing: here are 3 ways that you can use census data and population analytics in your market research efforts.

Pandemic and Microchip Shortage Create Turmoil for Car Sales

Pandemic and Chip Shortage Create Turmoil for Car Sales

By James T. Berger July 20, 2021

The combination of the coronavirus pandemic and a shortage of microchips has created a nightmare for both buyers and sellers of new and used automobiles. Post-Pandemic America clearly has become a rough ride for car owners.

Hard to Predict the Future of Out-of-Home Film Entertainment

Hard to Predict the Future of Out-of-Home Film Entertainment

By James T. Berger June 17, 2021

One of the most puzzling questions coming out of the COVID-19 pandemic relates to predicting the future of out-of-home film entertainment, i.e., movie theatres. Several dimensions define the problem – mainly, the continuing rounds of disruptive innovation that have affected the film industry.

Brand managers need to beware political tribalism

Brand Managers Beware of Political Tribalism

By James T. Berger May 18, 2021

Brand tribalism has become so intense it can peril products that lean then “wrong” way, according to a survey done by,…

The National Academy of Science Conduct Research on Pervasiveness of Negative Messages in the News Media

The Power of “NO”

By James T. Berger April 16, 2021

If you think there is nothing but bad news, you’re not wrong. A recent study encompassing 1,000 people in 17 countries (from…

COVID-19 drives the growth of the "gig economy"

Even When Pandemic Ends, Gig Economy Is Here to Stay

By James T. Berger March 19, 2021

The “gig economy,” which first was popularized during the 2009 recession, has now become an even more significant fixture in our current…

New English language words created 520 words in 2020

“Words. Words. Words.”

By James T. Berger February 19, 2021

“Words. Words. Words.” –William Shakespeare, Hamlet, Act 2 Scene 2 The constantly evolving English language created 520 words in 2020, the Merriam-Webster…


Marketers Have Too Much Data And Too Little Knowledge

By James T. Berger January 18, 2021

“Data” is a commodity. It is everywhere, and anyone with access to a computer that’s connected to the Internet can acquire all…

How innovative and successful companies are resurrecting vertical integration strategies

High-Flying Companies Resurrect Vertical Integration Strategy

By James T. Berger December 18, 2020

Some of today’s most highly successful and innovative companies have resurrected an older strategic paradigm — vertical integration — and have transformed…


About The Author

James T. Berger headshot
James T. Berger, Senior Marketing Writer of The Wiglaf Journal, through his Northbrook-based firm, James T. Berger/Market Strategies, offers a broad range of marketing communications, research and strategic planning consulting services. In addition, he provides expert services to intellectual property attorneys in the area of trademark infringement litigation. An adjunct professor of marketing at Roosevelt University, he previously has taught at Northwestern University, DePaul University, University of Illinois at Chicago and The Lake Forest Graduate School of Management. He holds degrees from the University of Michigan (BA), Northwestern University (MS) and the University of Chicago (MBA). Berger is an often-published free lance business writer who has developed more than 100 published articles in the last eight years. For more information, visit or telephone him at (847) 328-9633.