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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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FedEx Brand Strategy: Packages and Positioning
FedEx brand strategy delivered results. Changes in industry, however, leave company searching for new winning tagline. FedEx founder Fred Smith wrote an economics paper while studying at Yale. The paper was about making an overnight delivery service more efficient by using the “hub and spokes” concept he conceived.
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Repositioning a Brand: JCPenney showed brand reinvention can stretch only so far
The fortunes of JCPenney in recent years have ebbed and flowed (ebbed, mostly) in a manner that has become a textbook case about the folly of reinventing a brand with little regard to the position it already owns. This shows the challenges behind repositioning a brand.
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Best marketers benefit by applying marketing laws in their work
Wouldn’t it be great if there were truly immutable marketing laws to help us with marketing our products and services?
There are laws in nature. There are laws in science.
Laws of marketing point path to success
Last installment in four-part series shows that laws of marketing from nearly 25 years ago still elevate brands above their competition.
In art and in science, basic tenets serve as the foundation of “laws” that guide actions that help us navigate to the outcomes we desire.
Positioning delivers when marketing a professional business firm
Legion are the tales of marketing battles waged by brands that consumers see on retail shelves. But a huge number of businesses go to market every day with no tangible product — yet they are locked in marketing combat.
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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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Brand consistency pivotal in building success
Staying the course requires courage, discipline. To become really good at whatever we do requires doing the right thing, then doing it consistently. This applies to just about everything.
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Branding is Dead in the Amazon Economy
We’re going to have to close our doors. We heard it declared twice last week that branding is dead because of Amazon. It is going to own everything. Differences won’t matter. And everything will be ordered through Alexa. We. Give. Up.
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Growth Strategy: Grow your company by growing your reach
Marketers have heard for generations that 80 percent of our business comes from 20 percent of our customers, but a strong case can be made that this generalization doesn’t much apply anymore — if it ever did. Pareto PrincipleYou might have heard of the Pareto Principle.
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