Silly and sentimental. Advertisers play it safe this year.
In Super Bowl advertising, it might be the year of the familiar — familiar advertisers, familiar celebrities, familiar teasers, familiar promotional stunts and humor.
Charlie Munger knows a bit about making money.
Making predictions is risky business, but putting our heads in the sand might be even riskier.
In the 1970s, Jack Trout and Al Ries first coined the term “positioning” for use in the field of marketing.
We care more today about supporting companies whose values are aligned with our values. Corporate social responsibility is important.
The Southwest Airlines value proposition is a great example of aligning business strategy with the brand positioning idea. Southwest founder and CEO Herb Kelleher knew in his head and his heart that his airline could own the position of “low price” in his category.