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Booking.com, Doritos, Hellmann’s, Michelob Ultra, and Reese’s Win the Super Bowl Commercial Test™
Last year, we published “How to Critique Super Bowl Commercials” and the details of our proprietary, secret-sauce Super Bowl Commercial Test™.
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A CEO’s Guide to PR Crisis Management
Maybe it’s something in the air … or maybe even in the onions, but it’s clear that something’s rotten in the state of PR crisis management strategies.
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How to Critique Super Bowl Commercials
Every year, friends and family ask me if I watch Super Bowl commercials differently because I’m in the ad business. The answer is, “Of course I do! ” The follow-up question is always, “Then, how? ” How do I critique Super Bowl commercials?
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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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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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Brands should heed this warning: Be careful with culture in advertising
Don’t be like Bud Light — unless you have a billion to spare! What would you do if you woke up to find out that you’ve lost over a billion dollars? You probably would never go back to sleep.
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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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