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When Brian Williams lies, you pay the price
There is a story behind the story in the Brian Williams false-reporting scandal. Crisis PR has played a role. NBC's credibility and the viability of the news anchor's return after a six-month suspension is the main story we're all seeing and hearing.
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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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#Halfpops uses #fullygenius targeted digital promotion to gain exposure
Who would have thought our very own web developers would be the prime audience for a highly targeted digital promotion? When I saw our web and content marketing team display a major affinity for Halfpops’ “coder challenge,” I had to investigate the campaign.
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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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Merging Data and Creative: Path to head goes through heart
Like scientists, many business folks have a deep-rooted belief that if they have all the information — all the data — they’ll be able to come up with the precise solution. We want to believe things don’t happen by chance.
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AI-Powered Marketing Offers One-to-One Personalization
AI-powered marketing is a buzz term in most of the online marketing pubs we read. A question typically posed is: Do any of us know how artificial intelligence will affect our marketing efforts? The answer is: not perfectly. Yet AI-powered marketing is beginning to show glimpses of viable use.
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Brand Extension: Mayo move spread Heinz too thin to win
It happens every time I give talks here and around the country on brand positioning and brand extension. Rather than using PowerPoint presentations, I use products as props.
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We've crossed the 'creepy' line
Have Google and Facebook crossed the creepy line?
Former Google Chairman and CEO Eric Schmidt once said, "There's what I call the creepy line, and the Google policy about a lot of these things is to get right up to the creepy line but not cross it.
Repositioning Can Deliver The Advantage Your Business Needs
We hear often about repositioning in the world of marketing, but the truth is relatively few people truly understand what it means. Repositioning is about adjusting perceptions that already exist in the mind about your brand or about your competitor’s brand. Repositioning is not about changing minds.
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Trout's Seven 'Abouts' Shape Marketing Strategy
Marketing strategy is first about finding your difference, then finding the best way to get your differentiating idea into the minds of your prospects and customers. The explosion of choice for the consumer is the direct result of the explosion of competition.
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