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How to Market During a Crisis
The Chinese word for “crisis” is frequently cited for its use of two Chinese characters signifying “danger” and “opportunity. ” In other words, “never let a crisis go to waste. ” Capitalizing on our current opportunity is good marketing strategy, but it’s dangerous when you copy everyone else.
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Advertise During a Recession?
Fast-food giant McDonald's made a critical choice during the early 1990s recession that ultimately resulted in a loss of market share: McDonald’s chose to not advertise during a recession. Spending by consumers was declining, and the fast-food sector was hit particularly hard.
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Cookieless Advertising: What's Next?
As we move away from cookie-based advertising and into a new, cookieless world, the question we hear most often is, “How can I effectively track and target our online audience now?”
For over two decades, cookies have been THE preferred way to record user activity.
Bud Light Violates Core Positioning Principles
Set the politics aside. Forget your values for just a moment. Bud Light’s marketing fiasco reminds us that violating positioning principles can cost you a lot more than advertising dollars.
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Podcast promotion isn’t just entertainment, it’s marketing.
If you’re attentive to advertising’s current landscape, you may have already paired digital marketing media like social and paid search with traditional media like radio, print, and television. Yet if you think you’ve exhausted available marketing tactics, you’re only just beginning.
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Market Positioning and the Context Filter: Stanley vs. Kodak
In a recent planning session for our 50th anniversary events, I was surprised to learn that our senior project manager had specified a Stanley mug for our kickoff celebration swag bag. I’m a Yeti fan, so this choice raised my curiosity. I might have even expected Hydro Flask.
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Fifty Years of Positioning: the 2000s
We survived the Y2K scare, the boy band craze, a boot-cut jeans resurgence, flip phones, and dial-up Internet early in the 2000s. This only made us stronger. From 2000 to 2010, Innis Maggiore flexed its muscles with an increased focus on positioning. Growth and recognition followed.
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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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What is Positioning in Marketing? Why it's the CEO's Number One Role.
For so many years, CEOs have focused on doing things better. For a long time, this approach worked. However, a problem has surfaced over recent years as we realize that this approach is simply not working anymore.
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Making Sense Of Social Media Planning
Innis Maggiore is often asked how we go about social media planning. Clients want to know what can be done in the social community space to create competitive advantage.
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