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Brand Analytics: Measuring Via Online Positioning Analysis
Is it possible that brand analytics about how well your position resides in the customer's mind is as simple as googling your brand name? Or perhaps searching your difference?
This approach almost seems too elementary, but if you don't rank in the top position for the basic keywords that make up your…
Does Your Marketing Message Align With Your Brand Positioning Strategy?
The best thing you can do to strengthen your brand is to develop a brand positioning strategy that differentiates it from competitors. *
And one of the worst things? Create an ad campaign or advertising message that doesn't align with that position.
Social Marketing ROI: July 2011 Update
In 2011 New Media Trends, I covered the trends we're seeing with Facebook and its climb to a billion members. According to its statistics page, the social network is now at 750 million plus members. One billion should be achieved by the end of 2011.
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Breaking Positioning Principles -- Marketing Google+
Raise your hand if you think Google+ is Google's first attempt at a social network. OK, put all those hands down. Ever hear of Google Wave or Google Buzz? Not many have, so don't fret if you raised your hand.
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Chevy's Brand Positioning Attempt
It Sure is Deep in Here: Chevy is "retooling" and "reinvigorating" so that you'll be "resonating"
Apparently, brand positioning and resulting sales no longer matter in the automotive business. It's all about resonating. Recently, GM Chief Marketing Officer Joel Ewanick told the world that the time had come.
Show Dad a Little Dove®
This Father's Day, Dove® wants to sell more product. So, it has jumped gender and journeyed into product line extension land. Unilever, the parent company, wants to sell dad antiperspirant, deodorant and soap. Yes, Dove for dads -- brand androgyny.
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Brand Meaning: Can a Brand Change Its Spots?
Famed Apple Stores leader and Silicon Valley wunderkind Ron Johnson thought so. He swept in as JC Penney's new CEO with celebratory bravado. He promised to change the stodgy brand meaning to a younger, hipper and more upscale image. Seventeen months later, JC Penney's board fired him.
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Not Backing Down: "The King of Beers" Wins Best Positioning Ad of Game 50
Our pick for best positioning ad for Big Game 50 is Budweiser - America's #1 full-flavored lager, 140 years and going strong with no apologies. Reins, Clydesdales, nostrils, snorting, heart pounding and then the visceral . . . Boom-boom, boom-boom, BOOM-BOOM, BOOM-BOOM . . . No Ponies.
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Foundation for business success boils down to 4 basic principles of marketing questions
With more than 40 years invested in developing advertising campaigns in all sizes and dimensions, we have learned that regardless of the company or product, the foundation for the work boils down to four basic principles of marketing questions.
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Emotional Appeal: If we win the heart, we will win the mind
We make decisions with the ‘emotional’ side of our brain, then we rationalize the decision with the ‘thinking’ side of our brain. Emotional appeal drives us to rational decision.
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