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Combat strategies win wars and help gain competitive advantage in business
Business marketers must know how to play offense and defense, and when it’s best to flank foes. Combat strategies win wars and help gain a competitive advantage in business. The competitive nature of business is such that it’s understandable for business people to compare marketing to war.
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Know where to aim with focused marketing strategies
No matter how great the tactics, you can’t win without the right strategy. How can you know where to aim if you don't start with focused marketing strategies?
Time and time again, we find that great execution can’t overcome bad strategy.
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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Culturalism Trumps Commercialism in Super Bowl LI
By Lorraine Kessler, Principal | Strategy & Client Service
The Super Bowl is over. Maybe one of the best games ever. But also, one of the most memorable in terms of politics and culturalism.
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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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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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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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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Every business should be building an economic moat
When investing in a company, Warren Buffett looks for those who are building an “economic moat. ”
The term is apt. Just as a watery moat protects a castle, building an economic moat is the protection a business gains by virtue of its competitive advantages.
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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