Designing Brand Experiences For Time And Attention
August 23, 20222 min
Customer experience-based marketing works at cross-purposes with itself. Inherently. A better experience is always a worse experience.
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August 2022 - Page 2 of 4 - Branding Strategy Insider
Brand Positioning For Category Disruption
August 22, 20222 min
Most categories operate based on specific assumptions (fast food advertising always needs to show the food, one can only buy a new car at a dealership, banking must be a stodgy experience) and follow a certain set of conventions that have usually proven successful in the past and that are generally followed by all the competitors in the category.
How CEO’s Can Deliver Meaningful Messaging
August 18, 20222 min
In 1993, newly minted IBM CEO, Lou Gerstner, when asked about his vision for the company, replied that IBM was in a mess and he did not have the time now to indulge in vague forecasts. The press reacted poorly. Descriptions of Mr. Gerstner’s vision for IBM would be helpful for quarterly guidance. The press was not asking for a futuristic, vaguely mystifying, inspirational message. They were looking for visionary guidance to better understand where...
Why Marketing Mostly Fails
August 17, 20222 min
Marketing mostly fails. Most new products fail. Most innovations fail. Most ads underperform. Most algorithms yield marginal improvement. It’s like baseball. Hall of Fame pitcher Goose Gossage said once that “baseball is a game of failure. A .300 hitter, a superstar, fails seven out of ten times.”
How Brands Benefit In A New Age Of Credibility
August 15, 20223 min
What goes around, comes around. From the beginning of advertising, expert testimony was the way to sell a brand. From the remarkable RJ Reynolds cigarette ads that touted that Doctors recommend Camels, to the ADA seal of approval on Crest toothpaste (Look Ma, no cavities!), to Ronald Reagan and GE, to TV star Mariette Hartley selling Polaroid cameras, to today with Marie Osmond and Oprah Winfrey confirming their weight loss results with Nutrisystem and Weight...