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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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Repositioning The Competition

Click here to play video. "Repositioning" in a Time of Competition, Crisis, and Change

On April 29, nearly five hundred business and marketing executives gathered at the John S.

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A Brand Position Lesson: Is 31 Years in the Same Position Too Long?

Ad agency Carmichael Lynch's most recent campaign for Harley Davidson featured the rebel slogan, "Screw it. Let's ride. " After decades of communicating Harley's brand position, it seems the agency has told its long-time client to just "screw it. " There's a brand position lesson to be learned here.

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Merging Data and Creative: Path to head goes through heart

Like scientists, many business folks have a deep-rooted belief that if they have all the information — all the data — they’ll be able to come up with the precise solution. We want to believe things don’t happen by chance.

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Positionist Picks: 2011 Super Bowl Ads

The Best and Worst "Positioning" Ads of the Super Bowl

The big game is over, but ratings, rankings and commentary on which Super Bowl advertisements and positivists fared the best and worst (fueled by the churn of Internet and social media, Facebook, YouTube, Twitter, news.

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Freshness, Flavor Keep Customers Coming Back to Muggswigz

Coffee shop has earned local, regional and national accolades; owner has traveled the world to bring the best in coffee back home to Northeast Ohio. It doesn’t look like Alex Haas will need to implement his fallback plan after all.

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Great ads build on strong Super Bowl marketing strategy

If success were easy, history would not be filled with numerous flops from advertisers. Not always are ads built on strong Super Bowl marketing strategy.

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Super Bowl XLIX Special Edition - Inflated Expectations for Super Bowl Branding?

There were no inflated expectations as far as the game went on Super Bowl Sunday. Deflated Seattle fans notwithstanding, the game delivered. There were no close calls, however, in choosing the best and worst of this year's Super Bowl branding ad lineup.

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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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Checklist for Choosing a Marketing Agency

When it comes to driving business growth, turning your attention to marketing stands out as one of the most important strategies to company success.

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