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Brand Purpose: Beyond features and benefits, companies win with their whys
Not too long ago, the popular advertising strategy was to promote product features like low calories, shavers with pivot heads and toothpaste that removes stains. Then we shifted to something with more personal relevance: product benefits.
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Moral-based capitalism still best bet
Fictional character Gordon Gekko uttered a famous line that is far from fictional in describing the worst of capitalism. “The point is, ladies and gentlemen, that greed . . . is good. Greed is right.
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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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Culturalism Trumps Commercialism in Super Bowl LI
By Lorraine Kessler, Principal | Strategy & Client Service
The Super Bowl is over. Maybe one of the best games ever. But also, one of the most memorable in terms of politics and culturalism.
Old-Fashioned Approach Still Works for Adam’s Men’s Clothier
Friendly faces, quality products, on-site tailoring and competitive prices make store Stark County’s men’s clothing king. Adam Goldman took a shot at opening his own men’s specialty clothing store 26 years ago. The lessons he’s learned serve him well today.
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Innovation & Expertise Equals Performance for Zeiger Industries
Local family-owned company makes its mark internationally as the ultimate provider of plasticizing technology for demanding applications. State-of-the-art computer numerical control (CNC) machines. A one-of-a kind jet-fuel-powered screw-grinding machine. A proprietary isotropic surface finishing (ISF) system. Technical expertise recognized across the globe.
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Watch Out for That New Media Advertising Magic Pixie Dust!
"We need to do social media!" exclaimed the CEO. "My kids are telling me it's the thing to do!" He continued, "If we could just get a few tweets out there, we could solve all of our problems. " Everyone's looking to new media advertising to change everything.
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Election Season: Competitive positioning strategy wins
The better candidate doesn’t always win. Candidates with the better competitive positioning strategy do. Voters need to feel an emotional connection. Trump vs. ClintonWe just couldn’t help ourselves. The 2016 presidential election campaign is like no other.
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Propel on Right Track Back to Being Cool for Those Who Like To Sweat
On a very hot day last summer while tracking Tiger Woods at Firestone Country Club, I thought for a moment about buying a bottle of water. Shade was sparse and I grew sweaty and thirsty as I tried to keep pace with the tournament gallery on Firestone's rolling grounds.
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2020: Programmatic Advertising Comes of Age
The problem with mass marketing has finally been solved. The answer is programmatic advertising. Imagine two neighbors. Both watching ESPN. One sees your ad. The other doesn’t. The first is your target audience. The other isn’t. The promise of programmatic advertising has finally reached marketing nirvana.
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