by admin | Nov 4, 2013 | Brand strategy, Brand targeting & positioning, Communication development/evaluation
President Obama sided with American exceptionalism in September. British graffiti artist Banksy made street art all around New York City in October. Writer James Howard Kunstler continues to share his vision for making meaningful places in America. I’d like to synthesize their riffs to the tune of creative leadership in the key of C, as in cities. Read...
by admin | Nov 1, 2013 | Brand identity, Brand strategy, Brand targeting & positioning, Market dynamics
Burt’s Bees is marketed as a homespun natural brand from Durham, N.C., and is proudly described as “Earth Friendly Natural Personal Care and Natural Skin Care for The Greater Good.” Of course, the brand downplays that it was sold in 2007 for nearly $1 billion to mega-corporation Clorox. Read...
by admin | Oct 31, 2013 | Brand strategy, Brand targeting & positioning, Communication strategy, Market dynamics
What seems to be an unfair review of Facebook’s marketing platform by respected research firm Forrester has been making the media rounds. In an open letter to Facebook’s CEO Mark Zuckerberg, Forrester’s vice president and principal analyst Nate Elliot takes aim at the social network’s value for marketers. With the opening sentence, “Facebook is failing marketers,” Elliot delves into why Facebook has been a less than stellar social platform for these folks. Read...
by admin | Oct 30, 2013 | Brand identity, Brand strategy, Brand targeting & positioning
Though times have changed, the foundational principles of good marketing have not. People still value things that they find meaningful and are predisposed to choose things that stand out from the crowd. Strong, profitable brands are meaningful to their consumers, perceived as different from the competition and are more salient – they come to mind more quickly and easily than the alternatives. Read...
by admin | Oct 29, 2013 | Brand strategy, Brand targeting & positioning, Communication development/evaluation, Market dynamics
When it comes to Facebook advertising, not all industries are created equal. In fact, some have a much easier time than others. That’s the gist of a new study from Unified Social, which provides a cloud-based platform for social media marketing. The study, which looked at 50,000 unique ad units from 100 brands in Q3, found cellular and telco brands acquire fans at a rate that’s 91% cheaper than average. In addition, food ads are 58% more likely to be clicked than the average Facebook ad. Four verticals — cellular/telco, gaming, desktop software and alcohol — excelled at turning clicks into fans. Read...
by admin | Oct 29, 2013 | Brand identity, Brand strategy, Brand targeting & positioning
It was three years before Warby Parker, a startup that began selling stylish prescription lenses online in 2010, opened up its first physical store in New York City’s SoHo district. It took Harry’s, the shaving products company launched by Warby Parker cofounder Jeff Raider earlier this year, just seven months. Read...
