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The Magnificent Seven: Best marketing books ever
If you want to get better and better at running your business, you would do well to read a few of the best marketing books of all time. Hewlett-Packard co-founder David Packard famously said, “Marketing is far too important to leave to the marketing department.
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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.
Super Bowl Advertising: Will advertisers ‘show me the new’ in Super Bowl LII?
In Super Bowl advertising, it might be the year of the familiar — familiar advertisers, familiar celebrities, familiar teasers, familiar promotional stunts and humor. Familiar is not all bad.
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Philly Dilly: Eagles Fly. Ads Flop.
Super Bowl advertisers are known for using Trojan horse strategy to slip their ad messages inside our gated minds. The strategy relies on creating commercials so entertaining and popular, culturally or socially relevant, silly or sentimental that viewers actually want to pay attention.
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7 greatest brand positions excel in 3C test
Brands that become great do so because their positions pass the 3C's test with straight A's. All great brands have clearly defined ideas that differentiate against competitors. That's the first C. Their ideas are highly meaningful and relevant with customers, the second C.
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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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Get Healthy in Cleveland: Trout Book Inspires Cleveland Positioning Idea
(Editor's Note: This PositionistView is condensed from the original article that appeared in the September 2009 edition of Inside Business. PositionistView guest author Lute Harmon Sr. is chairman of Great Lakes Publishing, which publishes Inside Business, Cleveland Magazine, Ohio Magazine and other titles.
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Messaging Strategy: The Cute v. Clever Debate
It's a messaging strategy debate that rages wherever writers write or designers design. It's an issue that can boil the polar ice caps - and the gap between the two sides can be as big as the thousands of miles between our North and South poles.
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A CEO’s Guide to PR Crisis Management
Maybe it’s something in the air … or maybe even in the onions, but it’s clear that something’s rotten in the state of PR crisis management strategies.
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Change Communication: Repositioning
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"Repositioning" in a Time of Competition, Crisis, and Change Communication
On April 29, nearly five hundred business and marketing executives gathered at the John S.
