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How are positionists leveraging AI in marketing?
AI is no longer a buzzword. It’s reality. Though the technology has existed for decades, it’s finally reached its peak momentum in terms of our awareness.
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Google Reverses Its Decision — Third-Party Cookies are Back!
Google announced its initial intentions to eliminate third-party cookies in 2020. While the decision was based on protecting the data privacy rights of users, companies and marketers were left racing to replace them.
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Progressive's Brand Identity: In or Out?
Remember the 1997 movie called In and Out? It starred Kevin Kline as Howard Brackett, a Midwestern high school teacher who questioned his sexual identity after being pronounced gay on national TV by an Academy Award-winning former student.
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The Key To Failure: Hyper-Commoditization
Rite Aid. General Motors. Krispy Kreme. Sbarro. Dollar Thrifty. Trump Entertainment. What do these brands have in common? They're all expected to go under this year. What is behind this failure?
Some say the answer is obvious. It's the "economy.
Viral Video Marketing: How Being Different, Relevant, & Good Can Get You Far
By now, you and nearly the entire world has had the opportunity to see and hear about the viral video for Susan Boyle, the dowdy-looking Scottish woman who appeared as a contestant on Britain's Got Talent, and shocked everyone with her incredible voice.
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Joining the Social Media Conversation
The most popular question we are asked on the topic of social media is how to join the conversation. When joining social media (the third level of participation) conversation, an organization intentionally commits to developing relevant content published on a regular basis.
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How Positioning Aligns With Search Engine Optimization
One of the principles of positioning is that there is a specific universe who cares about your difference. Not the entire universe, but a group carved out where your difference is high value and meaningful. Many experts call this focus. Some call it a purple cow.
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Fish Or Cut Bait In Product Naming
Products come and products go. The same goes for product naming. Whether the consumer gravitates to particular products has everything to do with positioning, the quality of the products' differentiation and the perceptions associated with them. Perceptions begin anywhere the consumer encounters the product.
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It's Not the Economy. It's Brand Differentiation.
With a highly-publicized election right around the corner, a lot of debate seems to revolve around the economy . both sides blaming each other for high unemployment, taxes, national debt, and a volatile stock market.
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Pick Super Bowl Ads Like the Pros
Eighty percent of Super Bowl ads don't sell. That's according to a new study by the research firm Communicus. And, article after article, like Advertising Age's most recent one titled, "Under Review: Is Super Bowl Worth $4 million?" (January 21, 2014) jam the pundit backstory to the big game.
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