Posts by: James T. Berger

Looking in a small bookshop, with many books in a rack.

Why Indie Bookstores Are Thriving

By James T. Berger March 18, 2020

Who would have imagined, with the huge decline in retail and shopping center sales, that independent bookstores would be thriving? According to…

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Remembering Clayton Christensen (1952-2020)

By James T. Berger February 17, 2020

A giant in marketing theory died too soon. Clayton M. Christensen, Kim B. Clark Professor of Business Administration at Harvard University’s Business…

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Can Bloomberg’s Strategy to Win Democrat’s Nomination Succeed?

By James T. Berger January 16, 2020

The incredibly wealthy and competent Michael Bloomberg has defied conventional wisdom with a remarkable marketing strategy. He has begun using his huge…

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How Wayfair Blossomed into a Furniture Behemoth

By James T. Berger December 11, 2019

Amazon is not the only internet giant that has dealt a severe blow to brick-and-mortar retailing. Another Internet retailer, Wayfair, Inc., has…

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Brick and Mortar Retailing Basing Comeback on Generational Marketing

By James T. Berger November 17, 2019

Rumors of the demise of retailing are highly exaggerated. In the article “Brick-and-Mortar Stores Are Making a Comeback,” author Jon McFarland Flint…

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Supreme Court Ruling Sparks Explosion in Sports Betting

By James T. Berger October 16, 2019

As expected, last spring’s Supreme Court ruling, which struck down the 1992 law that banned commercial sports betting in most states, has…

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“The Great Hack” and Cambridge Analytica - A Chilling View of Market Research Gone Wild

“The Great Hack” – A Chilling View of Market Research Gone Wild

By James T. Berger September 12, 2019

The other day my daughter told me to watch the documentary The Great Hack on Netflix.  As a student and teacher of…

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Tribal marketing and its implications for brand marketing

Tribal Marketing – A Step Beyond Segmentation

By James T. Berger August 16, 2019

“Tribalism,” that loaded word that has become a part of today’s political environment, has also entered the brand marketing world. The “tribes”…

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Some Bizarre Facts About Trademarks

By James T. Berger July 17, 2019

(EDITOR’S NOTE: Mr. Berger is actively involved as an expert witness for trademark-related legal matters.)  A trademark is any word, name, symbol,…

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What are “Ironclad” Brands and How to Maintain Them

What are “Ironclad” Brands and How to Maintain Them

By James T. Berger June 17, 2019

In her new book, an experienced brand strategist identifies the essence of powerful brands and offers ways to maintain and strengthen them.…

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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 www.jamesberger.net or telephone him at (847) 328-9633.