Last week I gave a presentation to the Canadian Duty Free Association on modern approaches to creating value. The point that I aimed to communicate was that traditional marketing tactics often do not create much long-term value unless they emanate from a brand focus, which
Positioning is who you are in essentially three or four very focused words. It is the company’s identity in the minds of the target audience. Positioning has special relevance to entrepreneurs with multiple product lines. Its focus can seem like a cruel axe to the many
If you Google "buy a car" you quickly find that you are wandering through acres of vehicles. There are pictures of sleek, shiny cars. Cars with prices. Lots of muted colors. Close-ups. Now if you happen to be interested in cars these images are engaging
Retail space is getting more and more congested with products. Generally, shoppers have limited time and it can be frustrating to sort through the thousands of products at retail locations. A company’s challenge is to stand out on busy shelves and to make the shopper’s
A client came to us recently with a marketing challenge. It was obvious that the “new product development” department had been furiously busy coming up with great ideas. We talked about six new products, no less. It would be easy to turn this into a big
Andy Warhol created a brand – not as a painter of fine art but as a counter culture socialite and ultimately a new type of artist, a "pop artist".
A high security key company, Mul-T-Lock (a client of ours), had a predominantly trade-oriented business model. In their dealings with their locksmith customers, industry jargon was an accepted vocabulary. As Mul-T-Lock saw an opportunity to improve its awareness with consumers, it would need to more clearly
Typically when we conduct research participants are screened by target age, region, habits, etc. We then ask these participants to self-report whatever it is we are researching. The thinking is that the people we’re targeting are the source of the best insights. However, a consumer research