Source: J.C. Penney
J.C. Penney’s new CEO, former Apple executive Ron Johnson, boldly proclaimed the retailer’s plan to become “America’s favorite store” in a major presentation to investors yesterday.
I’m not a student of J.C. Penney and who knows if this new strategy will lead to profitable growth. Retail is TOUGH. But, after reading the initial news report, and then watching Johnson’s presentation, a few points really stood out to me: Continue reading
Posted in Positioning, Strategic Marketing, Differentiation, Branding, Video
Tagged change management
Photo: Fiber One.
You’re in a conference room being pitched ideas for the marketing rollout of your new product and the recommendation is to use iconic marijuana-smoking characters from a 1970s movie. What do you do?
Let’s talk about General Mills’ marketing – Magic Brownie Adventure Movie – to promote its new Fiber One Brownies featuring actors Cheech Marin and Tommy Chong. Continue reading
Posted in Advertising, Branding, New Products, Positioning, Video
Photo: Crown Imports LLC/Corona/Cramer-Krasselt
You just get it!
That’s what happens when brand positioning is skillfully and creatively brought to life in powerful marketing communications. My last post highlighted how brand positioning was superbly delivered in excellent marketing from Ace Hardware and Avis Rent a Car.
Here’s another terrific example from the newest Corona Extra commercial (Flight) that began airing during the NBA basketball championship. Continue reading
Posted in Advertising, Branding, Positioning, Video
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
CMO Strategy from Ad Age Sales & Marketing Management Adweek Marketing
