PositionistView

In spite of the fact that tests showed the new formula tasted better than old Coke, customers believed otherwise.

The fortunes of JCPenney in recent years have ebbed and flowed (ebbed, mostly) in a manner that has become a textbook case about the folly of reinventing a brand with…

FedEx brand strategy delivered results. Changes in industry, however, leave company searching for new winning tagline. FedEx founder Fred Smith wrote an economics paper while studying at Yale.

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.

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