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Digital vs. Traditional Marketing: Strategize first, then advertise
With so many media options, it’s difficult to know where to spend ad dollars with a comprehensive plan. Digital vs. traditional marketing decisions face us daily.
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Brand Extension: Mayo move spread Heinz too thin to win
It happens every time I give talks here and around the country on brand positioning and brand extension. Rather than using PowerPoint presentations, I use products as props.
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Checklist for Choosing a Marketing Agency
When it comes to driving business growth, turning your attention to marketing stands out as one of the most important strategies to company success.
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Branding is Dead in the Amazon Economy
We’re going to have to close our doors. We heard it declared twice last week that branding is dead because of Amazon. It is going to own everything. Differences won’t matter. And everything will be ordered through Alexa. We. Give. Up.
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Don’t Dare Call It “McDonut”!
How sweet is the McDonald’s/Krispy Kreme cross-promotion strategy?
Lots of people like McDonald’s. Lots of people like Krispy Kreme.
Super Bowl XLIX Special Edition - Inflated Expectations for Super Bowl Branding?
There were no inflated expectations as far as the game went on Super Bowl Sunday. Deflated Seattle fans notwithstanding, the game delivered. There were no close calls, however, in choosing the best and worst of this year's Super Bowl branding ad lineup.
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Amazon and Whole Foods: What will grocers do?
Amazon has become the “everything for everybody” retailer, which in positioning parlance means it’s the opposite of the focused specialists. Amazon and Whole Foods getting together solidifies this. Back in the early days, Amazon’s positioning statement read: “For World Wide Web users who enjoy books, Amazon.
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Doing Things the Right Way Keeps Young Trucks’ Customers Rolling
Family-owned Canton company has eyes on growth as operations transition to fourth
generation. Doing the right things for the right reasons typically works out for the best. That’s precisely how things have played out for Young Trucks.
Brands must be smart about their social media content strategy
Businesses churn out more and more messages, but ‘engagement’ from customers isn’t keeping pace. There’s only so much an audience can absorb. Businesses churned out three times more messages in the past year, but their prospects and customers didn’t pay any more attention to them. Not good.
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2024 Super Bowl Ads Winners and Losers
If you read our “How to Critique Super Bowl Commercials” PositionistView article last week, you know we have a fairly critical eye when judging the commercials. Along with a crazy overtime Chiefs’ win, the ads also provided plenty of chatter at our watch party.
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