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Effective Advertising: Big question is whether to entertain or inform
Every ad person wrestles with the conundrum whether effective advertising should focus more on entertaining or more on informing.
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Building a Brand: Differentiate, strategize, target and shout from rooftops
Have you found your brand’s positioning idea? Southwest Airlines is low cost. FedEx is overnight delivery. Volvo is safety. When building a brand, you must differentiate.
View Web PageForging strategy for strengthening Stark County
An important report about recommendations for strengthening Stark County has huge ramifications for those of us who live, work and play here.
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Lots to learn from the hedgehog and the fox
To understand the spiny hedgehog and the sly silver fox, we must go back nearly three millennia. It started with a verse from 7th century BC Greek poet Archilochus: “The fox knows many things, but the hedgehog knows only one big thing.
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Your brand DNA sets the course
The end of another year is a good time to reflect and work on your business rather than in your business.
Your business deserves the attention and a good place to start is inside your company.
There are two kinds of companies: product-focused and customer-focused.
Big Data and Business: 2018 is the year of the algorithm
Making predictions is risky business, but putting our heads in the sand might be even riskier. As we begin another year, it is customary to look ahead and make decisions about where things are going. To that end, it would pay to heed the advice of J.
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Super Bowl Advertising Effectiveness: winners and losers
Silly and sentimental. Advertisers play it safe this year.
According to Nielsen, 51 percent of viewers prefer watching the Super Bowl commercials to watching the big game itself.
Super Bowl advertisers are known for using Trojan horse strategy to slip their ad messages inside our gated minds.
Philly Dilly: Eagles Fly. Ads Flop.
Super Bowl advertisers are known for using Trojan horse strategy to slip their ad messages inside our gated minds. The strategy relies on creating commercials so entertaining and popular, culturally or socially relevant, silly or sentimental that viewers actually want to pay attention.
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Think like a start-up when developing your company mission
Early and often over the history of this column our counsel has been about the importance of strategy in marketing our products and services and in the company mission. We say it often because it is so critical. It cannot be overstated.
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Company Focus: Know your ‘why’ to focus on ‘where’ and ‘how’
In last week’s column, we discussed the importance of finding your “why” — the reason your company does what it does beyond making money. It’s wrapped around a higher purpose. The why is considered immutable. The answer, we learned, comes from the customer’s perspective.
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