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2012 Super Bowl Ads

Winning Ads of Super Bowl XLVI

Before getting to the winners and losers among the 2012 Super Bowl ads, allow me to digress. Borrowing from ancient practical wisdom, two is better than one, three is better than two. Consider a cable. A cable is a stranded cord.

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Show Dad a Little Dove®

This Father's Day, Dove® wants to sell more product. So, it has jumped gender and journeyed into product line extension land. Unilever, the parent company, wants to sell dad antiperspirant, deodorant and soap. Yes, Dove for dads -- brand androgyny.

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Old theory still explains a lot about business today

Psychologist Abraham Maslow in 1943 introduced a concept that today can help guide how we run and promote our businesses to achieve greater success. It's still relevant in advertising psychology today. You might remember Maslow’s “Theory of the Hierarchy of Needs” from your Psychology 101 class.

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We’re All Suffering from ‘Infobesity’: Differentiation strategy key

In an era of information overload, brand differentiation strategy becomes more important than ever. If information contained calories, we’d all be fatA Microsoft-sponsored study found the average human attention span has fallen from 12 seconds in 2000, around the time the mobile revolution began, to eight seconds in 2015.

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Seasoned Super Bowl advertisers win on defense

The Patriots, keepers of the Empire, struck back Sunday, marking the sixth win for the oldest coach and oldest quarterback ever to win a Super Bowl. The game was eked out in slow, lethargic doses with only a few flashes of offense to break the comatose.

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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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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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Ten Common Online Marketing Mistakes

At Search Engine Strategies Conference in New York, I shared experiences with search marketers from around the world. We love sharing our successes. But by scratching the surface you can find a wealth of tips learned from mistakes.

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Brand categories great for selling, lousy for unifying our world

The numbers are mind boggling. Our amazing brains are wired with 100 billion cells, which researchers have found on average send signals 10 times per second. Each brain cell connects to 5,000 other brain cells, which means every time a cell fires, 5,000 other cells receive a signal.

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Super Bowl Advertising: Will advertisers ‘show me the new’ in Super Bowl LII?

In Super Bowl advertising, it might be the year of the familiar — familiar advertisers, familiar celebrities, familiar teasers, familiar promotional stunts and humor. Familiar is not all bad.

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