In an era of information overload, brand differentiation strategy becomes more important than ever.
Ad agency people frequently hear the question, “How much money should we spend on marketing?” The question is pretty basic, but the answer is not a simple sum or percentage.
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.
We make decisions with the ‘emotional’ side of our brain, then we rationalize the decision with the ‘thinking’ side of our brain. Emotional appeal drives us to rational decision.
If success were easy, history would not be filled with numerous flops from advertisers. Not always are ads built on strong Super Bowl marketing strategy.
The foundation for a brand’s position is that it can only stand for one thing, but there are gray areas. For example, does the Heinz brand stand for the idea of “condiments?” If so, they can extend their line from ketchup to mustard, and even mayonnaise...
LeBron James, Donald Trump and many other celebrities know that each of us must be known for something. We need to market ourselves to further our careers.
Companies want to sell more products and services to more consumers. The trouble is the growing list of media choices: traditional offline (radio, TV, newspaper, billboard, magazines) and online (social media, search engine optimization, banner ads, email, video). With so many options, how do we get our messages to consumers?
Other than creating the brand’s name, the development of tagline might be marketer’s most important task.
PositionistView® is an inside look into Innis Maggiore's thinking, culture and talent. They're opinon pieces through the positioning filter. No jargon. No ad-speak babble.
Advertisers have long been known for how well they accept change, pivot to new possibilities and adopt the newest technologies.
Many pundits in the world of marketing and advertising are obsessed with stuff dying. “Radio is dead in 10 years. This study proves it. ” “TV is dying.
Advertisers have long understood the potency of television (TV) as a brand-building medium for consumer products. However, business-to-business advertisers typically kept their distance, and for good reason.
The problem with mass marketing has finally been solved. The answer is programmatic advertising. Imagine two neighbors. Both watching ESPN. One sees your ad. The other doesn’t.
(Special to the Canton Repository) In this year's National Football League AFC Divisional Round playoff game, Cleveland Browns Coach Kevin Stefanski was accused of playing it safe.
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