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Grading Top Ads on Creative Positioning
Creative positioning is essentially the art of expressing a differentiating idea while, at the same time, standing out in a cluttered media landscape. Before we begin grading others, it's time for a pop quiz. Name your ten most memorable recent advertisements.
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Differentiating Your Brand
Differentiating your brand may prove quite a challenge. When we work with our clients on determining their differentiating idea we put them through our proprietary Appreciative Discovery®.
As part of the Appreciative Discovery, the following differentiating filter was developed.
A Guide to Brand Positioning
The brand is the most important asset that a company has. Half of Coke's total value is attributable to its brand, over $70 billion. Disney's brand contributes 68 percent to its overall value.
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What is Positioning in Marketing? Why it's the CEO's Number One Role.
For so many years, CEOs have focused on doing things better. For a long time, this approach worked. However, a problem has surfaced over recent years as we realize that this approach is simply not working anymore.
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Don't Ask Me For A Marketing Tagline
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Abridged Transcript:
I'd like to turn your attention to the topic of branding, dispelling some common notions about what branding is, and what it is not. For starters, it is not a marketing tagline. A logo is not a brand.
You Have Their Attention – Now Get Their Trust
Whether it’s as simple as a handwritten sign reading “Lemonade Stand,” or as complex as a Super Bowl commercial, attention marketing can be reduced to winning the gaze of the prospect. This challenge isn’t an easy one.
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Generational Marketing: How can brands reach Gen Z?
Brands have always been focused on tailoring their approaches to various demographics, among them being generations. From messaging to tactics, brands must crack the generational marketing code for every demographic to achieve the best results.
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Starbucks: Get Back To Being Unique
An article in the Columbus Dispatch touted that Starbucks was taking cues from its cheaper rivals. That they were seeking part of the 'value' pie. What a ghastly mistake.
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Big Brand News! Pepsi No Longer #2; Dr. Pepper Rises
If you’re familiar with the term “Cola Wars,” you’re young enough to know that it has always been and was always supposed to be: Coke v. Pepsi. The Taste Test. New Coke. Mean Joe Greene. Michael Jackson. The Polar Bears. Tina Turner. The Super Bowl Half-Time Show.
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