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Great company slogans are difficult to create, but worth extra effort
Other than creating the brand’s name, the development of tagline might be marketer’s most important task. Great company slogans roll off our tongues like sweet candy, and many are so popular that people use them in their everyday conversations. Great company slogans, though, are much more than clever words.
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Cookieless Advertising: What's Next?
As we move away from cookie-based advertising and into a new, cookieless world, the question we hear most often is, “How can I effectively track and target our online audience now?”
For over two decades, cookies have been THE preferred way to record user activity.
Social Media Communication: Social Is Anything But
It is said social media has changed communication. It hasn't. Communication is the same as it always has been. Message. Sender. Receiver. Social media's problem is the receiver. Most times there isn't one.
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Support Local Retail: It’s a jungle out there
As Amazon and other online operators change retail’s landscape, who will survive? If we don't support local retail, it may disappear. Not so many years ago, if you heard someone explaining the Amazon effect, you could assume it was about trashing the rain forest.
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Please Pass the ... All-Purpose Sauce?
Quick! What's A. 1. ? (You answered, "Steak sauce. ")
Quick! Name a steak sauce. (You said, "A. 1. ")
Positioning marketing theory calls this "equivalence. " Steak sauce is A. 1. ; and A. 1. is steak sauce.
Super Bowl XLIX Special Edition - Inflated Expectations for Super Bowl Branding?
There were no inflated expectations as far as the game went on Super Bowl Sunday. Deflated Seattle fans notwithstanding, the game delivered. There were no close calls, however, in choosing the best and worst of this year's Super Bowl branding ad lineup.
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The Magnificent Seven: Best marketing books ever
If you want to get better and better at running your business, you would do well to read a few of the best marketing books of all time. Hewlett-Packard co-founder David Packard famously said, “Marketing is far too important to leave to the marketing department.
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Southwest Airlines: Aligning business strategy to brand positioning
Anyone who has been lost at Chicago’s O’Hare International Airport knows the secret to effective marketing. First, determine where you are. Next, figure out where you want to be. And, finally, craft a plan to get there. That’s the equation for finding and executing effective business strategy.
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Fifty Years of Positioning: the 1970s
Some things have changed since Dick Maggiore and his stepdad, the late Chuck Innis, founded Innis Maggiore in 1974 at the kitchen table of their home in Canton. But some things haven’t changed one bit.
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2024 Super Bowl Ads Winners and Losers
If you read our “How to Critique Super Bowl Commercials” PositionistView article last week, you know we have a fairly critical eye when judging the commercials. Along with a crazy overtime Chiefs’ win, the ads also provided plenty of chatter at our watch party.
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