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Strategic Leadership: CEOs must define, promote differentiation
The foundation for effective strategic leadership is thinking through your organization’s difference, defining it and establishing it, clearly and visibly. For so many years, CEOs have focused on doing things better. Today, however, we realize this approach no longer is enough.
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Creative Thinking in Marketing: Reaching brains through sweaty palms
‘Creatives’ conjure the words, pictures and sounds that drive advertising messages into our minds. Creative thinking in marketing is what helps drive results. Creative.
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Digital vs. Traditional Marketing: Strategize first, then advertise
With so many media options, it’s difficult to know where to spend ad dollars with a comprehensive plan. Digital vs. traditional marketing decisions face us daily.
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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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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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Website Accessibility: The Right Thing to Do
It’s no secret, the digital marketplace is at the forefront of our economy. Not surprisingly, websites are one of the most popular digital marketing tools available. Your website offers consumers a variety of information, from the story behind your brand, to the characteristics that make your products different.
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The Good Bad & Ugly of Bed Bath & Beyond – Positioning in Business
The other evening, my wife and I were discussing the recent bad news about Bed Bath & Beyond. Bemoaning the fact that this time it probably is the end (bankruptcy usually is), she ran to the store to get the last of a few products she typically buys there.
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Grading the New Big Ten Logo
As the "resident expert" on logo design at the nation's leading agency in the practice of positioning, I was asked to provide a critique on the new Big Ten logo created by international design firm Pentagram.
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Institutionalizing Your Position: A Key Employee Relations Strategy
Recently, I was at lunch with a friend who had just changed jobs. He happened to take a leadership position with one of our clients. As he was touring his new employer’s building, he entered the board room and saw a big phrase on one of the walls.
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Quality Isn't Good Enough to Differentiate Your Brand
If you are tempted to say "quality" helps differentiate your brand, think again. Do you know how many times I've heard people say "quality" is one of the distinguishing features of their company's product or service? Fact is, I really can't give you a number tallying the total.
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