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The Masters - A Masterclass in Exclusivity as a Position
My daughter recently called my wife and me and asked a surprising question, “Do one of you want to go to the Masters with me? I have two tickets.
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Wanna soggy donut?
Because that’s the result of the brand partnership between McDonald’s and Krispy Kreme. People like coffee, and people like donuts — and they even go together — so what could possibly go wrong?
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A Go-To-Market Strategy Fails Without Positioning, Creative, and Media.
Every good marketer loves a solid strategy presentation. They’re built with a solid foundation and clear objectives. However, many go-to-market strategies are missing a key part. At Innis Maggiore, we talk about “getting the right idea” – finding and focusing on a client’s position.
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Brand Purpose: Beyond features and benefits, companies win with their whys
Not too long ago, the popular advertising strategy was to promote product features like low calories, shavers with pivot heads and toothpaste that removes stains. Then we shifted to something with more personal relevance: product benefits.
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Marketing strategy and laws guide wins in marketing warfare
In science and society, laws come together in systems to lend order, guide actions and produce results or outcomes.
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The Undoing of GM
In the third decade of the 21st century, GM may once again be a big brand in big trouble paying the high cost of brand positioning failure. The company’s U. S. market share of 17.
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Checklist for Choosing a Marketing Agency
When it comes to driving business growth, turning your attention to marketing stands out as one of the most important strategies to company success.
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Tropicana: A Lesson In Brand Creative
There has been a lot of talk, by marketing experts and consumers alike, about the debacle of Tropicana's new packaging and brand creative.
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Internal Positioning Will Have a Staggering Impact on Your Brand
We tell our clients and prospects every day that their company's position is never some outlandish idea with little relation to who they are and what they're all about. It's really quite simple and, in fact, in the words of Jack Trout, it's almost always "obvious.
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“To stop advertising to save money is to stop a clock to save time.”
This Henry Ford quote is a great reminder to marketers as we begin the New Year. Time keeps marching on, and no one has figured out how to stop it. There’s a world of time-saving ideas out there, but stopping a clock isn’t one of them.
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