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Dilemma of the day: How to reach your target audience
In the era of digital marketing, many have come to believe marketing is as simple as plugging in your desired audience and watching the results flow. Our recent discussion with the Wizard of Ads, Roy H. Williams, though has us rethinking the expense and effectiveness of limiting your audience.
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Differentiate or Die by AI
One of Jack Trout’s most popular works – Differentiate or Die – was published in 2000, just after the Y2K “scare. ” The technology bubble was about to burst, and changes to our way of living and thinking due to the 9/11 disaster were just around the corner.
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Institutionalizing Your Position: A Key Employee Relations Strategy
Recently, I was at lunch with a friend who had just changed jobs. He happened to take a leadership position with one of our clients. As he was touring his new employer’s building, he entered the board room and saw a big phrase on one of the walls.
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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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How to Critique Super Bowl Commercials
Every year, friends and family ask me if I watch Super Bowl commercials differently because I’m in the ad business.
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55 Years Later: Revisiting Jack Trout’s Original Article on Positioning
If you haven’t read Jack Trout’s original article on positioning, you can read it here. Published in Industrial Marketing in June of 1969, this single article was the foundation upon which Trout and Ries built their principles of positioning.
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Fifty Years of Positioning: the 1980s
From mullets to parachute pants and leg warmers to Rubik’s Cube, the 1980s featured some wildly hot fads that ended up being relatively short-lived. But for Innis Maggiore, the 1980s spawned a new marketing philosophy that most certainly has stood the test of time — positioning.
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Brands should heed this warning: Be careful with culture in advertising
Don’t be like Bud Light — unless you have a billion to spare!
What would you do if you woke up to find out that you’ve lost over a billion dollars? You probably would never go back to sleep.
Has Dr. Frankenstein Become a Celebrity Chef?
The sometimes-scary story of strange food brand collabs.
Sit down, relax, and join me in sharing food and drink that combines some flavors you would never have thought of (or asked for).
Protect your brand with pricing strategies during inflation.
As we approach the general election this November, one of the key issues that candidates are scrambling to find answers for is inflation. With the cost of consumer goods going up (according to the U. S.
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