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Great ads build on strong Super Bowl marketing strategy

If success were easy, history would not be filled with numerous flops from advertisers. Not always are ads built on strong Super Bowl marketing strategy.

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Thinking about advertising budgets? Think like Henry Ford

Ad agency people frequently hear the question, “How much money should we spend on marketing?” The question is pretty basic, but the answer is not a simple sum or percentage. Advertising budgets are challenging.

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Repositioning a Brand: JCPenney showed brand reinvention can stretch only so far

The fortunes of JCPenney in recent years have ebbed and flowed (ebbed, mostly) in a manner that has become a textbook case about the folly of reinventing a brand with little regard to the position it already owns. This shows the challenges behind repositioning a brand.

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‘New Coke’ Failure: Why decision was too far out to swallow

In spite of the fact that tests showed the new formula tasted better than old Coke, customers believed otherwise. The New Coke failure happened because Coke tried to be something it wasn't.

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Best marketers benefit by applying marketing laws in their work

Wouldn’t it be great if there were truly immutable marketing laws to help us with marketing our products and services?

There are laws in nature. There are laws in science.

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Marketing strategy and laws guide wins in marketing warfare

In science and society, laws come together in systems to lend order, guide actions and produce results or outcomes.

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ArtsinStark: The arts color Stark County’s brand

If I were a painter, I would love adding color to my canvas. If I could sculpt, my clay would take the shape of inspirational people. If I could sing, my song would be joyful.

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R.I.P., Jack Trout, and Thank You for Positioning

Jack Trout helped put Naugahyde under our butts and Betty Crocker back in our kitchens, but most of all he put positioning top of mind for generations of marketers from Canton to China. When we think positioning, we think Jack Trout Positioning.

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Brand consistency pivotal in building success

Staying the course requires courage, discipline. To become really good at whatever we do requires doing the right thing, then doing it consistently. This applies to just about everything.

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Know Thy Category: A key in marketing communication strategy

It starts with the category. That’s the way our brains work. We think category first, then brand. A very contagious disease is spreading rapidly across the globe: infobesity. It’s an epidemic we’ve discussed previously. If information were calories, we’d all be obese. Infobesity has affected the human attention span.

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