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Getting your company messaging into the mind
Customers’ minds don’t like confusion and can be tough to change. So what’s a business to do? Focus! And find the marketing value in a brand name. And get their company messaging into the mind. Businesses’ prospects and customers are bombarded with nearly 10,000 messages every day.
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Election Season: Competitive positioning strategy wins
The better candidate doesn’t always win. Candidates with the better competitive positioning strategy do. Voters need to feel an emotional connection. Trump vs. ClintonWe just couldn’t help ourselves. The 2016 presidential election campaign is like no other.
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Brands must be smart about their social media content strategy
Businesses churn out more and more messages, but ‘engagement’ from customers isn’t keeping pace. There’s only so much an audience can absorb. Businesses churned out three times more messages in the past year, but their prospects and customers didn’t pay any more attention to them. Not good.
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Century-old book speaks to 2016 business challenges, positioning strategy
Solutions, when found, will be simple and obvious — but only in retrospect.
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Brand extension can help growth, but keep your focus
Companies must know the difference between line extension and a brand extension . . . and when to go each route. Apple CEO Tim Cook learned a gem of a lesson from the legendary Steve Jobs. “I learned that focus is key.
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Tendency to tinker your marketing business plan often too tempting
Sometimes the right thing to do is to do nothing, and that takes discipline. In marketing, as in investing, sometimes the right thing to do is to do nothing. But the tendency to tinker with your marketing business plan is often too tempting. Doing nothing is a decision.
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Personal Branding Builds the Value of ‘You, Inc.’: How to brand yourself
LeBron James, Donald Trump and many other celebrities know that each of us must be known for something. We need to market ourselves to further our careers. Determining how to brand yourself is more important than ever.
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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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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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Advertise better with 22 immutable laws of marketing as inspiration
Jack Trout and Al Ries inspired a generation of advertising and marketing executives and creative directors when they published “The 22 Immutable Laws of Marketing,” and for good reason. Their immutable laws of marketing, as we have learned over the past two installments of this series, remain relevant.
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