September 13, 2011
Al Ries takes a look at positioning skills of the Republican field and finds most of them lacking.
September 06, 2011
Logic has nothing to do with marketing. Broadening a category dilutes the category, making it seem less authentic, less desirable.
August 02, 2011
We don't see many marketing people calling the shots on products, names and distribution channels. Instead, marketing people tend to focus on "communications" issues.
July 06, 2011
In industry after industry, the discount is the focus of the advertising. That's no way to become a category leader.
June 02, 2011
Companies no longer advertise brands. They advertise various products their brand names are attached to.
May 09, 2011
Recently, the Conference Board asked 704 CEOs to rank a number of business priorities. The No.1 priority of their list: "Business growth." Who can argue with that objective? But the real question is "How?"
April 05, 2011
Is this what Medill is teaching its students? That as time goes on, names need to be expanded to include additional activities an organization is getting into.
March 08, 2011
While positioning has become famous, the line-extension trap and other principles of positioning are mostly ignored. Take Amazon.com, "Earth's biggest bookstore." It didn't take long for Amazon to move onto bigger and better things: computers, electronics, home and garden supplies, groceries, health and beauty aids, toys, clothing, jewelry, sports equipment. But what if Amazon had followed up its book success with the launch of product-specific websites.
February 07, 2011
Like most marketing fads, the coupon craze is typical of the follow-the-leader thinking rampant in the marketing community -- if everybody is using coupons, then they must be an effective marketing tool. And they are -- in the short term.
January 10, 2011
A great ad campaign will make a bad marketing strategy fail faster. What should Burger King's marketing strategy have been? And what is the role of social media anyway?
December 06, 2010
The tablet computer of 2002 was a convergence product. It combined the functions of a pen computer with the functions of a standard laptop computer. The tablet computer of 2010 is a divergence product. It's as if Apple took a laptop computer and cut off the keyboard and threw it away, then put a handful of the laptop's more important components into the screen itself.
November 02, 2010
Common sense says that marketing messages have to constantly change in order to stay in tune with the times. Marketing sense says that's nonsense. The way to build a brand is with a consistent message over an extended period of time. Maybe you remember Little Caesars.
October 04, 2010
"Everything has changed" is the message marketers have been reacting to recently. And because everything has changed, marketers believe they have to change everything in their marketing programs.
September 07, 2010
In spite of the success of long-form slogans, the marketing industry seems fixated on the idea that when it comes to slogans, the shorter the better.
August 03, 2010
A nickname is a good thing. People who use a brand's nickname feel closer to the product than those who don't. As a matter of fact, nicknames are one of the most under-utilized aspects of marketing. If at all possible, every company and every brand should have a formal name as well as a nickname. Two names are better than one.
July 02, 2010
What's Comcast doing playing in this game? That's a classic marketing mistake. Comcast is trying to fight a branding war with its heavily-hyped Xfinity brand when it should have been fighting a category war.
June 07, 2010
High-fructose corn syrup is getting a bad name. But the broader lesson is the importance of the category name itself. Too many marketing people take the category name as a "given." All of their efforts are spent on promoting the brand, not the category name. Yet over time, the category name can be an extremely important element in the success of a brand.
May 03, 2010
Once a brand has a strong position in consumers' minds, it is almost impervious to flak. There are a host of examples that demonstrate the power of a strong brand to withstand negative publicity.
April 01, 2010
Dell, IBM and Xerox are just a few of the many well-known brands with no places in the mind to put them.
March 03, 2010
The Toyota Production System is world famous for its focus on "continuous improvements." With all those improvements continuously taking place, why has Toyota suddenly found itself in deep trouble? You might have your own theory, but here is mine: "Modelitus."