Why does some advertising easily fit and resonate for the brand while so much does not?
iStockphoto.com
One answer is that the advertising is consistent with the positioning, and helps dimensionalize it and bring it to life for customers.
Let’s explore with examples from Ace Hardware and Avis Rent A Car.
Posted in Advertising, Positioning, Video
Let’s face it. So much advertising and marketing communications today is lousy and has no chance of positively influencing a sale.
Fortunately, there are exceptions, and sometimes in unexpected places.
For example, I saw a bus ad for Midwest DNA & Drug Testing, Inc. a few days ago. It’s brilliant. It plays off a popular expression, which cuts right to the core service and benefit. Simple, effective and powerful.
MidWest DNA & Drug Testing Bus Ad - Facebook
Posted in Advertising
Tagged Advertising brief, Advertising development pitfalls, Bus advertising
Gillette, a Procter & Gamble brand, has an impressive marketing innovation track record with razors.
Photo: P&G.
Besides the technology commitment and investment, the number one strategic highlight for me is that first Gillette and now P&G has not been afraid to compete against itself and to cannibalize, if necessary, existing products for higher priced/higher margin sales.
Since the 1971 launch of the two-bladed Trac II, Gillette/P&G have rolled-out continuous innovation with the Atra, Sensor, Mach3 and Fusion product families. Each of these brands has also had a follow-up series of sub-branded product upgrades. Although they work for the same company, P&G’s razor marketers are not afraid of some in-house competition. Continue reading
Posted in Advertising, Innovation, New Products, Strategic Marketing, Video
You don’t need a sexy product or cool innovation to achieve great marketing.
Today we have an intriguing example from England.
Logo: St John Ambulance
St John Ambulance is the UK’s leading first aid charity, training emergency first-responders and civilians in schools, the workplace, and in communities across England. The organization also serves as a frontline back-up to local municipal emergency services. It’s on-call 24 hours a day, 365 days a year for emergency support in the event of fire, flood, terror attacks or any time when there is increased pressure on local hospitals
This is serious stuff. There’s a great marketing story, too. Continue reading
Posted in Advertising, Global Business, Positioning, Strategic Marketing, Video
Tagged St John Ambulance
CMO Strategy from Ad Age Sales & Marketing Management Adweek Marketing
