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It’s a dog-eat-dog world: the rise of challenger brand advertising
There have always been brands like McDonalds, Nike, and Amazon, that dominate the headspace of consumers. Despite massive control of their respective markets, this shield isn’t entirely impenetrable. Challenger brand advertising has historically found gaps in their armor by bringing attention to consumer desires left unsatisfied.
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Studio Arts & Glass Spreads Stark County Color Throughout the World
Stark County studio’s leaded stained glass artwork is on display in all 50 states and can be seen as far away as Asia, the Bahamas, Canada and Europe. Every single element of Studio Arts & Glass is strikingly colorful.
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Kodak -- Blindsided by the Digital Revolution
A decade ago, Interbrand ranked Kodak as the 16th most valuable brand in the world, worth $14. 8 billion. Its stock traded as high as $94 and the company employed 145,300 people worldwide.
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Remarkable Flowers & People Keep Cathy Cowgill Blooming
Florist has been in business since 1909, is still family owned and was Stark County’s favorite again in 2018. The Cowgill family has been there for Stark County residents during emotional times for 110 years.
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Deming’s gift to marketers: Test. Optimize. Repeat.
William Edwards Deming is credited with launching the Total Quality Management movement that is the groundwork for our modern emphasis on efficient and effective manufacturing. Among his many accomplishments, Deming popularized statistical testing and analysis, which, it turns out, today helps marketers gain confidence in our work.
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Does Your Marketing Message Align With Your Brand Positioning Strategy?
The best thing you can do to strengthen your brand is to develop a brand positioning strategy that differentiates it from competitors. *
And one of the worst things? Create an ad campaign or advertising message that doesn't align with that position.
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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How Positioning Aligns With Search Engine Optimization
One of the principles of positioning is that there is a specific universe who cares about your difference. Not the entire universe, but a group carved out where your difference is high value and meaningful. Many experts call this focus. Some call it a purple cow.
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Differentiating Your Brand
Differentiating your brand may prove quite a challenge. When we work with our clients on determining their differentiating idea we put them through our proprietary Appreciative Discovery®.
As part of the Appreciative Discovery, the following differentiating filter was developed.
Unified ID 2.0 (UID2) – The Promise of a Third-Party Cookie-less World
Google twice delayed the demise of the third-party cookie, the means by which all advertisers were able to track and analyze their marketing performance. With the delays, we who operate in a digital world breathed a sigh of relief. Why?
Because a plausible substitute wasn’t yet available.
