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The Death of Cookie Tracking Makes Way for Innovation
Advertisers have long been known for how well they accept change, pivot to new possibilities and adopt the newest technologies. There is not only an understanding of what’s out there now but also what’s on the horizon. The death of third-party cookie tracking is no exception.
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Big Brand News! Pepsi No Longer #2; Dr. Pepper Rises
If you’re familiar with the term “Cola Wars,” you’re young enough to know that it has always been and was always supposed to be: Coke v. Pepsi. The Taste Test. New Coke. Mean Joe Greene. Michael Jackson. The Polar Bears. Tina Turner. The Super Bowl Half-Time Show.
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Fifty Years of Positioning: the 2010s
Hipster glasses, fidget spinners, statement necklaces, and a resurgence of boat shoes were all very big in the 2010s. These trends may never return. From 2010 to 2019, however, Innis Maggiore continued to build on its reputation for positioning.
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Has Dr. Frankenstein Become a Celebrity Chef?
The sometimes-scary story of strange food brand collabs.
Sit down, relax, and join me in sharing food and drink that combines some flavors you would never have thought of (or asked for).
The Next Fifty Years of Positioning: the 2020s and Beyond
Where do you go when you’ve already experienced an inflatable billboard and an erasable man; hospitals, MEDsquads, flowers, and funerals; the first chicken that tastes like chicken served with the first cottage cheese with fruit inside; from spray tans and car washes to dust control and hazmat protection; pasta sauce,…
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Generational Marketing: How can brands reach Gen Z?
Brands have always been focused on tailoring their approaches to various demographics, among them being generations. From messaging to tactics, brands must crack the generational marketing code for every demographic to achieve the best results.
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Did Jaguar Commit Brand Suicide?
I’ve been asked about a couple dozen times now, “What did you think of that Jaguar ad?” My response is always, “Well, it’s interesting…” and I stop there because most people have already formed their opinions, and it’s typically, “It’s awful.
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Mastering Brand Recognition Strategy: Coca-Cola “Pops” Into the New Soda Craze
There’s Poppi, Popwell, Olipop, Culture Pop, and now Simply Pop.
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Barack Obama's New Media Fundraising
The story of Obama's success is very much a story about new media fundraising.
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Grading Top Ads on Creative Positioning
Creative positioning is essentially the art of expressing a differentiating idea while, at the same time, standing out in a cluttered media landscape. Before we begin grading others, it's time for a pop quiz. Name your ten most memorable recent advertisements.
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