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Century-old book speaks to 2016 business challenges, positioning strategy
Solutions, when found, will be simple and obvious — but only in retrospect.
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What we can learn from Xerox and brand failures
Company failed (and failed again) when it strayed from its established core position. The basic positioning principle applies regardless of the size of your business or whether you sell to consumers or other businesses.
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Brand extension can help growth, but keep your focus
Companies must know the difference between line extension and a brand extension . . . and when to go each route. Apple CEO Tim Cook learned a gem of a lesson from the legendary Steve Jobs. “I learned that focus is key.
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Johnson Controls-Pro Football Hall of Fame Village deal is brand-building genius
Agreement announced Nov. 18 becomes day when excellence met excellence in Stark County. Chances are, most readers of The Canton Repository hadn’t formed much of an image about the Johnson Controls brand before last week, but that most certainly will change soon.
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Tendency to tinker your marketing business plan often too tempting
Sometimes the right thing to do is to do nothing, and that takes discipline. In marketing, as in investing, sometimes the right thing to do is to do nothing. But the tendency to tinker with your marketing business plan is often too tempting. Doing nothing is a decision.
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Great company slogans are difficult to create, but worth extra effort
Other than creating the brand’s name, the development of tagline might be marketer’s most important task. Great company slogans roll off our tongues like sweet candy, and many are so popular that people use them in their everyday conversations. Great company slogans, though, are much more than clever words.
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Perception in marketing is reality
Brand can’t stand for two disparate ideas or dominate two categories. Perception in marketing will not allow it.
The decision not to allow your brand to stand for more than one cohesive idea is difficult, but not as difficult as actually sticking with the decision.
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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