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Starbucks: Get Back To Being Unique
An article in the Columbus Dispatch touted that Starbucks was taking cues from its cheaper rivals. That they were seeking part of the 'value' pie. What a ghastly mistake.
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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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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.
Using Online Video in Your Positioning Advertising Mix
The times . . . they are a-changin'. Remember the days of dial-up? Slow downloads? Those days seem in the distant past. Viewing videos online is no longer cumbersome. Online video has moved into the mainstream, and that's good news for your positioning advertising mix.
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Size Doesn't Matter! Marketing Focus Does.
Marketing is the distinguishing, unique function of business. To those of you in leadership positions: The foundation of effective leadership is thinking through the organization's difference, defining it and establishing it, clearly and visibly. You have to have a well differentiated brand to survive today.
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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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Digital vs. Traditional Marketing: Strategize first, then advertise
With so many media options, it’s difficult to know where to spend ad dollars with a comprehensive plan. Digital vs. traditional marketing decisions face us daily.
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You Have Their Attention – Now Get Their Trust
Whether it’s as simple as a handwritten sign reading “Lemonade Stand,” or as complex as a Super Bowl commercial, attention marketing can be reduced to winning the gaze of the prospect. This challenge isn’t an easy one.
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What is Positioning in Marketing? Why it's the CEO's Number One Role.
For so many years, CEOs have focused on doing things better. For a long time, this approach worked. However, a problem has surfaced over recent years as we realize that this approach is simply not working anymore.
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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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