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Please Pass the ... All-Purpose Sauce?
Quick! What's A. 1. ? (You answered, "Steak sauce. ")
Quick! Name a steak sauce. (You said, "A. 1. ")
Positioning marketing theory calls this "equivalence. " Steak sauce is A. 1. ; and A. 1. is steak sauce.
What do you get the person who has everything?
I cannot open my Twitter without being reminded by Trunk Club advertising that I'm a terrible dresser. They're all over me right now and, by all reasonable fashion conventions, they're probably right.
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The age of competition: A survival guide in a competitive positioning world
We live in a world where everyone is after everyone's business. And it's a world in which, if you lose your business, you never get it back. It's a competitive positioning world. A few numbers make the case.
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Foundation for business success boils down to 4 basic principles of marketing questions
With more than 40 years invested in developing advertising campaigns in all sizes and dimensions, we have learned that regardless of the company or product, the foundation for the work boils down to four basic principles of marketing questions.
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Brand Differentiation Is Why We Care
Positioning is the foundation to building a stronger, more valuable and sustainable product or service. Consumers come face to face with the principle of brand differentiation every day but hardly pay much attention because, well, it’s just there.
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What’s in a name? Only everything, including brand name value
From a marketing standpoint, the most important decision you can make is what to name your product or service. The right choice brings significant brand name value. A business’ or product’s name is one of its most important assets.
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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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Appreciating advertising’s greatest game through Super Bowl ads
Stakes are high and costs considerable when companies consider purchasing a 30-second spot during the Super Bowl. Super Bowl ads can make or break a brand. A marketing column wouldn’t be a marketing column without commenting on the ultimate arena for advertising: the Super Bowl. Ultimate indeed.
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Great ads build on strong Super Bowl marketing strategy
If success were easy, history would not be filled with numerous flops from advertisers. Not always are ads built on strong Super Bowl marketing strategy.
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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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