In Brand Research Context Is King
With all the talk about self-driving cars and connected-home innovations, it would be easy to forget that Google began as just a search engine—and a simple search engine at that.
NEW THINKING
With all the talk about self-driving cars and connected-home innovations, it would be easy to forget that Google began as just a search engine—and a simple search engine at that.
In sports the sweet spot is that one special place on a baseball bat, golf club or tennis racket that drives the ball farther or faster with less effort than when it is hit any where else. In the marketing world there are campaign sweet spots too. And when your campaign idea strikes resonant emotional chords with your target consumer’s internal sweet spot then outsized profit and market share gains occur.
Spectre, the 24th Bond movie, is great. Its International box office takings are setting records and are already heading into the stratosphere. For marketers the interesting part is just how market-oriented Spectre’s director, Sam Mendes, proved to be in the creation of his latest Bond installment.
Which strategy works the best—a narrow, specialized positioning where a product focuses on one feature or an all-in-one solution where products offer a range of features? Turns out that bundling more features into a product does not automatically increase perceived value and often less is, in fact, more.
It seems everywhere you look these days there is a marketer proclaiming the death of demographics. From experts at Mindshare to JD Power and from publications as diverse as CMO.com and Brand Quarterly, it would appear that the era of demographic targeting has come to a close.