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Search: Still the Most Strategic Internet Marketing Tool
It's 2012 so surely we've moved past the humdrum of basic search. Search engine optimization (SEO) and pay per click (PPC) are yesterday's news when it comes to strategic Internet marketing, right?
If you judge by what everyone's discussing, then you'd be right.
Determining the Best Social Media Positioning Strategies
Innis Maggiore attended three weeks of Facebook Bootcamp this past fall in search of the best social media positioning tips. Most of our associates attended the six-webinar series.
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FedEx's Strategic Positioning Concept Absolutely, Positively Disrupted
FedEx founder Fred Smith wrote an economics paper while at Yale. The paper was about his idea to make an overnight delivery service more efficient by using the "hub and spokes" concept. His professor told him that it would never work and gave poor Fred a C.
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Political Advice for Candidates and Marketers: Brand Perception Trumps Rationality
One of the primary principles of positioning is that minds don't change, at least not easily. If you are like me, the natural inclination is to argue with this principle.
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Can Volvo be the Safe Luxury Car?
A little history first: Do you remember when Volvo was shaped like a tank and even drove like one? It was engineered tough and reliable. The controls on the dashboard were few. It was all about safety. Decision making throughout the organization was filtered first through the safety lens.
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It's the Brands, Stupid.
It appears Sears shoppers can be members. Eddie Lampert, Sears Holdings' chairman and CEO, told us so in a letter attached to the company's recent results. The letter says his membership program is "continuing to gain traction with our members as members engage in all aspects of our program.
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Positioning Storytelling.
Is the advertising industry losing its way? The recent Wall Street Journal article about the Cannes Lions Festival of Creativity seems to point that the answer to that question is yes. Positioning storytelling is weak.
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Airport Positioning: CAK on the Attack
Each edition of this publication, PositionistView®, highlights a noteworthy accomplishment or (more often) a stunning positioning "swing-and-a-miss" of a big brand. We choose big brands because they're easily recognizable and relatable. This edition focuses on airport branding and more.
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What do you get the person who has everything?
I cannot open my Twitter without being reminded by Trunk Club advertising that I'm a terrible dresser. They're all over me right now and, by all reasonable fashion conventions, they're probably right.
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Solving a Whale of a Problem: Is it Time for a SeaWorld Positioning Change?
For generations, families have trekked to SeaWorld to see "Shamu, the killer whale. " More than the main attraction, Shamu is the face of the theme park.
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