PositionistView

Want to dominate a business category? There’s only one sure way to do it: create a NEW category.

How sweet is the McDonald’s/Krispy Kreme cross-promotion strategy? Lots of people like McDonald’s. Lots of people like Krispy Kreme.

Google twice delayed the demise of the third-party cookie, the means by which all advertisers were able to track and analyze their marketing performance.

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?…

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.

For years, the promise of Connected TV’s (CTV) rise to prominence was predicted. Today, there’s no more prediction, just reality.

If you haven’t read Jack Trout’s original article on positioning, you can read it here.

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.

Every year, friends and family ask me if I watch Super Bowl commercials differently because I’m in the ad business.

In a recent planning session for our 50th anniversary events, I was surprised to learn that our senior project manager had specified a Stanley mug for our kickoff celebration swag…