Category Archives: Positioning

This Law Firm is a Marketing Powerhouse

It’s no longer a surprise to see a law firm or medical practice marketing itself.

What stands out now is when one embraces marketing to grow its business — in this case a law firm advertising on sports radio station ESPN New York 98.7 FM.

That’s worth a deeper look.

Cordell & Cordell is a nationwide law firm that “levels the playing field for men in family law cases.”  They operate in 29 states, with more than 100 offices and a team of 170+ attorneys.

Credit: Cordell & Cordell.

Credit: Cordell & Cordell.

I like the fundamentals that underpin the Cordell & Cordell go-to-market and growth strategies.

1.  Sharp Business Focus.   There’s no room for misunderstanding.  Cordell & Cordell is “the law firm for men going through divorce and/or related issues such as child custody.”

2.  Clear Positioning and Defined Target.  Cordell & Cordell are “advisors and advocates for men before, during, and after divorce.”  Take a look at this TV commercial:

3.  Easy-to-Understand Services and Benefits.  Spend less than 30 seconds on their website and you know exactly what the law firm does and whether it matches what you’re looking for. Continue reading

“Magic Hour” is Real Deal Marketing for European Outdoor Clothing Brand

European outdoor clothing brand Peak Performance is running some outstanding marketing right now.

The brand, founded in Sweden in 1986, is owned by the Danish IC Group.  They sell clothing that caters to five broad target sectors: ski, outdoor, running, mountaineering, golf and bike.

I was not familiar with Peak Performance until I saw this advertisement (thanks Creativity):

It’s rare to see such marketing harmony between advertising, positioning, branding and promotion.  That’s why the Magic Hour marketing concept is terrific.

Specifically, the marketing/advertising idea captures the pure brand essence.  It delivers the brand idea in a stimulating way that makes core consumers, and maybe even potential consumers, want to get outside, be active and enjoy life.

What is the brand?

Peak Performance is a lifestyle brand with a real story and long history. The Peak Performance consumer is not divided into age groups or by gender.  We simply call our core consumers “Social Adventurers.” Continue reading

Creative Branding Hooks $1M Investment from Shark Tank’s Mark Cuban

Founders Brad Schultz, Amy Steadman and Justin Fenchel (left to right) make the Shark Tank pitch for BeatBox Beverages – October 24, 2014. Credit: BeatBox Beverages.

Last Friday night on Shark Tank, Mark Cuban invested $1 million in a boxed, wine-based cocktail business. Why?

Excellent marketing and branding.

The founders of BeatBox Beverages, launched in 2013, have done a terrific job with creative branding, customer target definition, and positioning.  Cuban was sold on the growth opportunity for this fun, lifestyle, experiential brand. Continue reading

How LinkedIn Users Earn an “F” in Personal Marketing

Enough already.  I have to call “foul” on LinkedIn users.

When I played pick-up basketball, we self-refereed and yelled out “foul” when we got hacked. It worked fine.

It’s time for LinkedIn members to take a similar approach.  Let me explain.

Why is it okay for a stranger to send me a connect request without a reason?  It’s not.

Credit: LinkedIn.com

Credit: LinkedIn.com

Something prompted you to send the message.   Tell me.  LinkedIn makes it easy to replace or add onto the standard verbiage that comes in the connection request box. So, why don’t people do it?

If you can’t take two minutes to tell me why you’re reaching out to connect, then don’t bother.  It’s unprofessional and impolite, and I’m not interested.

Continue reading

Golf Ball Sized Apples Bring Easy, Healthy Snacking Innovation

Photo: Havelock North Fruit Company.

Photo: Havelock North Fruit Company.

A New Zealand company has come up with a new, innovative concept to market a product that’s thousands of years old:  the apple.

It’s a combination of agricultural technology and smart marketing.

The Havelock North Fruit Company developed the capability to grow mini apples that are just 1.5 times the size of a golf ball (via cross-breeding selected varieties).  Next came packaging inspiration that put five apples into a hand-held , transparent tube.  The concept was tied together with an attention-generating brand called  Rockit™.

Continue reading

Razor Battle is On! 800Razors.com Challenges Dollar Shave Club and Gillette.

Photo:  800Razors Facebook.

Photo: 800Razors.com Facebook.

At first glance, it would be easy to conclude that 800Razors.com is just a Dollar Shave Club copycat in the nearly $2 billion razor cartridge category.

But that would be wrong.

Let’s quickly set the stage for this discussion.

Category leader Gillette built a strong business via a decades-long, continuing series of product innovations that support a premium-price strategy.  They kept some of the older models as part of a tiered product/pricing assortment for consumers.

An opening existed for a competitor to deliver a high-quality blade at much lower cost, and it came via a new business model.  Dollar Shave Club (DSC) emerged as a disruptive player in 2011/2012, getting wide notice with a wacky video featuring its founder.  Its online, recurring monthly sales model (“club”) took dead aim at the category giants selling through traditional retail channels.

Photo:  Dollar Shave Club website.

Photo: Dollar Shave Club website.

Then, in 2013, 800Razors.com joined the fray, building off the DSC approach while incorporating significant go-to-market differences:

Photo:  800Razors.com Facebook.

Photo: 800Razors.com Facebook.

  1. Buy Only When You Want.  800Razors allows single purchase. Dollar Shave Club does not.  It’s an important difference because it removes a potential obstacle to trial.  For example, I’ve thought about trying DSC but didn’t want to sign-up for regular monthly deliveries. Continue reading

For Commodity-Busting, Idea Generating Inspiration: Think Hamburgers.

The next time you’re blocked on marketing or business-building ideas, think about hamburgers.

Photo: iStock

Photo: iStock

Because, what’s more of a commodity than hamburgers?

Author Dave Dolak provides this succinct definition:  Commodity products are largely undifferentiated products that offer little or no perceived differences between competitive offerings.

Yet, consider the creativity spawned by the ubiquitous hamburger – so many variations on the same idea that excite consumers every day.

This is top-of-mind for me because I just learned about a hamburger chain called Bareburger, which opened a restaurant in Edgewater, NJ.

It got me thinking.  There seems to be an endless amount of brand concept, product development and overall food establishment new business activity across the country, built around hamburgers.

Obviously, the challenge is to create meaningful differences or reasons to buy.  Build the news or make new news out of existing products.

So, if you’re running a commodity business, tasked with marketing a commodity product, or just in need of some new business ideas, be encouraged.  Draw inspiration from USA hamburger chains. Continue reading