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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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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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Fifty Years of Positioning: the 1990s
From fanny packs to Beanie Babies and from the Macarena to untucked flannel shirts, some fads in the 1990s might take a little while to come back into style (if they ever do).
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Don’t Dare Call It “McDonut”!
How sweet is the McDonald’s/Krispy Kreme cross-promotion strategy?
Lots of people like McDonald’s. Lots of people like Krispy Kreme.
Positioning for Success: The Value of Designing a New Category
Want to dominate a business category? There’s only one sure way to do it: create a NEW category. As we learned from Jack Trout’s, Marketing Warfare, “if you’re not #1 or #2, be something new!” As positionists, we’re always encouraging our clients to stand apart.
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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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Has Dr. Frankenstein Become a Celebrity Chef?
The sometimes-scary story of strange food brand collabs.
Sit down, relax, and join me in sharing food and drink that combines some flavors you would never have thought of (or asked for).
The Next Fifty Years of Positioning: the 2020s and Beyond
Where do you go when you’ve already experienced an inflatable billboard and an erasable man; hospitals, MEDsquads, flowers, and funerals; the first chicken that tastes like chicken served with the first cottage cheese with fruit inside; from spray tans and car washes to dust control and hazmat protection; pasta sauce,…
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Generational Marketing: How can brands reach Gen Z?
Brands have always been focused on tailoring their approaches to various demographics, among them being generations. From messaging to tactics, brands must crack the generational marketing code for every demographic to achieve the best results.
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Google Reverses Its Decision — Third-Party Cookies are Back!
Google announced its initial intentions to eliminate third-party cookies in 2020. While the decision was based on protecting the data privacy rights of users, companies and marketers were left racing to replace them.
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