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Tagged with: Strategy

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.

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.

By Lorraine Kessler, Principal | Strategy & Client Service The Super Bowl is over. Maybe one of the best games ever.

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.

Sometimes the right thing to do is to do nothing, and that takes discipline. In marketing, as in investing, sometimes the right thing to do is to do nothing.