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The Next Fifty Years of Positioning: the 2020s and Beyond
Where do you go when you’ve already experienced an inflatable billboard and an erasable man; hospitals, MEDsquads, flowers, and funerals; the first chicken that tastes like chicken served with the first cottage cheese with fruit inside; from spray tans and car washes to dust control and hazmat protection; pasta sauce,…
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You Have Their Attention – Now Get Their Trust
Whether it’s as simple as a handwritten sign reading “Lemonade Stand,” or as complex as a Super Bowl commercial, attention marketing can be reduced to winning the gaze of the prospect. This challenge isn’t an easy one.
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Booking.com, Doritos, Hellmann’s, Michelob Ultra, and Reese’s Win the Super Bowl Commercial Test™
Last year, we published “How to Critique Super Bowl Commercials” and the details of our proprietary, secret-sauce Super Bowl Commercial Test™.
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Fifty Years of Positioning: the 2010s
Hipster glasses, fidget spinners, statement necklaces, and a resurgence of boat shoes were all very big in the 2010s. These trends may never return. From 2010 to 2019, however, Innis Maggiore continued to build on its reputation for positioning.
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Seasoned Super Bowl advertisers win on defense
The Patriots, keepers of the Empire, struck back Sunday, marking the sixth win for the oldest coach and oldest quarterback ever to win a Super Bowl. The game was eked out in slow, lethargic doses with only a few flashes of offense to break the comatose.
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Effective email marketing requires planning
Effective email marketing campaigns planned and delivered to a targeted audience at the right time can provide the highest return on investment of any digital marketing channel — by twice, if not more. It’s no wonder.
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Starbucks: Get Back To Being Unique
An article in the Columbus Dispatch touted that Starbucks was taking cues from its cheaper rivals. That they were seeking part of the 'value' pie. What a ghastly mistake.
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'Content marketing' lifts brands, engages customers
Bed Bath & Beyond, IBM, Goldman Sachs, Taco Bell, GoPro and Twitter all have at least two things in common. Each understands the need to win online, and each has an award-winning content marketing strategy.
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Sears' saga found in snowblowers
Former Sears executive Steve Goldstein was so shocked when he found snowblowers for sale at his company’s Miami store that he wrote the book, “Why are there Snowblowers in Miami?”
That is but one of myriad anecdotes in Sears’ 120-year history, yet it reveals much about the thinking of those who…
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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