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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.
Super Bowl LIV Advertising: The game behind the game
(As seen in Crain’s Cleveland Business. )
Will more brands brave the political fray in 2020?
For many years, advertisers were cautioned not to mix brands with politics. Conventional wisdom said choosing sides was commercial suicide.
Advertise better with 22 immutable laws of marketing as inspiration
Jack Trout and Al Ries inspired a generation of advertising and marketing executives and creative directors when they published “The 22 Immutable Laws of Marketing,” and for good reason. Their immutable laws of marketing, as we have learned over the past two installments of this series, remain relevant.
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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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Ground control to Elon Musk
Elon Musk is widely known for his willingness to invest his mind and his riches to stretch the envelope on a variety of frontiers, from automobiles to software to outer space travel. Along the way, Musk has been the architect of brands that are leaders in their respective categories.
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Super Bowl Advertising Effectiveness: winners and losers
Silly and sentimental. Advertisers play it safe this year.
According to Nielsen, 51 percent of viewers prefer watching the Super Bowl commercials to watching the big game itself.
Super Bowl advertisers are known for using Trojan horse strategy to slip their ad messages inside our gated minds.
Using a Positioning Map to Identify Brand Perception: Part 2
In the first part of the positioning map discussion, I explained how a positioning map is a useful tool to identify brand perception. In this piece, I will explain how to create one and use it in your planning.
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Social Marketing ROI: July 2011 Update
In 2011 New Media Trends, I covered the trends we're seeing with Facebook and its climb to a billion members. According to its statistics page, the social network is now at 750 million plus members. One billion should be achieved by the end of 2011.
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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.
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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