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Repositioning: Can BP Clean Up Its Marketing Mess?
I worked for BP 11 years, as copywriter and creative director at its agency prior to the Amoco merger.
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Dilemma of the day: How to reach your target audience
In the era of digital marketing, many have come to believe marketing is as simple as plugging in your desired audience and watching the results flow. Our recent discussion with the Wizard of Ads, Roy H. Williams, though has us rethinking the expense and effectiveness of limiting your audience.
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How to Critique Super Bowl Commercials
Every year, friends and family ask me if I watch Super Bowl commercials differently because I’m in the ad business.
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Domino's Positioning: Are You Gonna Finish That Cardboard?
We Guarantee a Bad Product - Fast!
Let me see if I have this right: A major brand is spending lots and lots of money telling us that for years and years its product has always been lousy. Until now, that is. Thanks, Domino's.
55 Years Later: Revisiting Jack Trout’s Original Article on Positioning
If you haven’t read Jack Trout’s original article on positioning, you can read it here. Published in Industrial Marketing in June of 1969, this single article was the foundation upon which Trout and Ries built their principles of positioning.
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Repositioning, Positioning's Twin Concept. Its Emergence Is Timely.
Positioning has become the most powerful concept in marketing. Positioning has a twin concept that has received little attention. In Jack Trout's latest book, Repositioning, released in October 2009, this twin concept is finally emerging into the light of the marketplace.
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A CEO’s Guide to PR Crisis Management
Maybe it’s something in the air … or maybe even in the onions, but it’s clear that something’s rotten in the state of PR crisis management strategies.
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Tropicana: A Lesson In Brand Creative
There has been a lot of talk, by marketing experts and consumers alike, about the debacle of Tropicana's new packaging and brand creative.
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Barack Obama's New Media Fundraising
The story of Obama's success is very much a story about new media fundraising.
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Uncovering the Social Media Landscape
In the first installment on social media planning, Innis Maggiore suggested that you always insist on a media plan regardless of the media. Social media is simply a subset of all available (traditional and new) media. Avoid the newness hype and be wise.
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