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Branding & Social Responsibility: Ability to respond an important responsibility
Terrell Owens, the former NFL All-Pro receiver, unprecedentedly is passing on attending his Pro Football Hall of Fame induction ceremony in Canton. It's a case study in branding and social responsibility.
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Big Data and Business: 2018 is the year of the algorithm
Making predictions is risky business, but putting our heads in the sand might be even riskier. As we begin another year, it is customary to look ahead and make decisions about where things are going. To that end, it would pay to heed the advice of J.
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Repositioning, Positioning's Twin Concept. Its Emergence Is Timely.
Positioning has become the most powerful concept in marketing. Positioning has a twin concept that has received little attention. In Jack Trout's latest book, Repositioning, released in October 2009, this twin concept is finally emerging into the light of the marketplace.
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Crunch numbers to calculate advertising investment
An investment in advertising is key to driving sales and growing the organization, but despite its importance, an advertising budget is a difficult decision for many companies. Jef Richards, professor and chair of the Department of Advertising at Michigan State University makes a compelling argument: “Advertising is totally unnecessary.
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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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Old theory still explains a lot about business today
Psychologist Abraham Maslow in 1943 introduced a concept that today can help guide how we run and promote our businesses to achieve greater success. It's still relevant in advertising psychology today. You might remember Maslow’s “Theory of the Hierarchy of Needs” from your Psychology 101 class.
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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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Booking.com, Doritos, Hellmann’s, Michelob Ultra, and Reese’s Win the Super Bowl Commercial Test™
Last year, we published “How to Critique Super Bowl Commercials” and the details of our proprietary, secret-sauce Super Bowl Commercial Test™.
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Find your brand positioning: Play your Cs to win in marketplace
Do you ever feel like you’re throwing a wad of spaghetti against the wall and hoping some will stick?
That is no way to win in the marketplace. The business with the right strategy and the commitment to carry it out inevitably will win.
Keyphrase Research Gets You To Top of Google
Search engine marketing, or as it's frequently called, SEM, is a term referring to any marketing strategy designed to increase website visibility among search engine results in order to increase traffic or sales. Keyphrase research is a vital element in SEO.
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