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The Cheese Has Moved: Why B2B Advertisers Are Streaming to Connected TV
Advertisers have long understood the potency of television (TV) as a brand-building medium for consumer products. However, business-to-business advertisers typically kept their distance, and for good reason.
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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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Generational Marketing: How can brands reach Gen Z?
Brands have always been focused on tailoring their approaches to various demographics, among them being generations. From messaging to tactics, brands must crack the generational marketing code for every demographic to achieve the best results.
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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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The Death of Cookie Tracking Makes Way for Innovation
Advertisers have long been known for how well they accept change, pivot to new possibilities and adopt the newest technologies. There is not only an understanding of what’s out there now but also what’s on the horizon. The death of third-party cookie tracking is no exception.
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Brand categories great for selling, lousy for unifying our world
The numbers are mind boggling. Our amazing brains are wired with 100 billion cells, which researchers have found on average send signals 10 times per second. Each brain cell connects to 5,000 other brain cells, which means every time a cell fires, 5,000 other cells receive a signal.
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Brand a place like Canton: We can score big if we go all in
Canton and the National Football League have been the perfect pair for nearly 100 years, the peanut butter and jelly of the sports world. Pro football is in our DNA.
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Should Deep Discounting Be One of Your Positioning Tactics?
As I mentioned in my first article of the year on 2011 new media trends, there are a lot of exciting trends on the horizon and many new media options starting to settle in as excellent positioning tactics.
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Seasoned Super Bowl advertisers win on defense
The Patriots, keepers of the Empire, struck back Sunday, marking the sixth win for the oldest coach and oldest quarterback ever to win a Super Bowl. The game was eked out in slow, lethargic doses with only a few flashes of offense to break the comatose.
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Competitive Positioning: Wal-Mart vs. Target
Times are topsy-turvy and one of the great reversals can be seen in the world of retail. And a lesson in competitive positioning is left to be learned. While Wal-Mart, the largest company in the world, has always dwarfed rival Target in size ($406 billion in annual revenue vs.
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