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‘Positioning map’ can reveal your competitive advantage
Today, more than ever, businesses need the right strategies to compete and win in the hyper-competitive marketplace. No market or industry is exempt from the need to focus on and adjust the way they’re doing business.
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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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We’re All Suffering from ‘Infobesity’: Differentiation strategy key
In an era of information overload, brand differentiation strategy becomes more important than ever. If information contained calories, we’d all be fatA Microsoft-sponsored study found the average human attention span has fallen from 12 seconds in 2000, around the time the mobile revolution began, to eight seconds in 2015.
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Business Strategy: After finding your ‘why,’ it’s time to execute
Vision without execution is hallucination. Some say Thomas Edison said that. Others say Einstein. Whoever said it got it right. The ability to execute is inherent in good strategy. But the strategy won’t execute itself.
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Google Reverses Its Decision — Third-Party Cookies are Back!
Google announced its initial intentions to eliminate third-party cookies in 2020. While the decision was based on protecting the data privacy rights of users, companies and marketers were left racing to replace them.
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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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Listening to customers improves understanding
Jack Welch, longtime CEO of General Electric, was known for his wise counsel on all manner of business matters. One of his famous quotes really hits home for companies as they come to terms with the importance of their relationships with customers.
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Think like a start-up when developing your company mission
Early and often over the history of this column our counsel has been about the importance of strategy in marketing our products and services and in the company mission. We say it often because it is so critical. It cannot be overstated.
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Think bothism to liberate your marketing
Many pundits in the world of marketing and advertising are obsessed with stuff dying. “Radio is dead in 10 years. This study proves it. ”
“TV is dying. ”
“Twitter learns to thrive or die. ”
“The end of advertising as we know it. ”
“Branding is dead.
Yo Ho! Pirate Ship weighs anchor with brand distinction in a sea of sameness
Not long ago, I got an email from LinkedIn with a digest of “Top job picks for you. ” I’ve been at Innis Maggiore for over two decades and am not in the market to change that, but the first listing caught my eye.
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