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Pepsi brings the "craft" to cola
The craft beer industry is booming. But rather than fighting the trend, big brewers like MillerCoors and Anheuser-Busch are joining in and creating their own microbrews. Smaller, premium beverages bring a personalization to the drinking experience that mass-produced ones just can't match.
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Consumers Positioned to Rule in 2017: Marketing to consumers is vital
From advertisers’ perspective, capitalizing on Facebook might seem easy, but sound marketing plan still necessary
2017 is designated as the year of the consumer. Marketing to consumers is more important than ever. Go back a few decades and manufacturers ruled the roost.
Appreciating advertising’s greatest game through Super Bowl ads
Stakes are high and costs considerable when companies consider purchasing a 30-second spot during the Super Bowl. Super Bowl ads can make or break a brand. A marketing column wouldn’t be a marketing column without commenting on the ultimate arena for advertising: the Super Bowl. Ultimate indeed.
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‘New Coke’ Failure: Why decision was too far out to swallow
In spite of the fact that tests showed the new formula tasted better than old Coke, customers believed otherwise. The New Coke failure happened because Coke tried to be something it wasn't.
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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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The age of competition: A survival guide in a competitive positioning world
We live in a world where everyone is after everyone's business. And it's a world in which, if you lose your business, you never get it back. It's a competitive positioning world. A few numbers make the case.
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Marketing strategy and laws guide wins in marketing warfare
In science and society, laws come together in systems to lend order, guide actions and produce results or outcomes.
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Support Local Retail: It’s a jungle out there
As Amazon and other online operators change retail’s landscape, who will survive? If we don't support local retail, it may disappear. Not so many years ago, if you heard someone explaining the Amazon effect, you could assume it was about trashing the rain forest.
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Generational Marketing: How can brands reach Gen Z?
Brands have always been focused on tailoring their approaches to various demographics, among them being generations. From messaging to tactics, brands must crack the generational marketing code for every demographic to achieve the best results.
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The Moment Of Aperture Meets The Transaction
Consider this the abbreviated version of the buying cycle: a shopper wants things, even things she doesn't know she wants, and she seeks these things out or they seek her out as she goes about her daily life.
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