Category: MARKETING AND ADVERTISING
An Approach to Fostering Better Insights For Marketing
Over the course of my career, I have always been interested in examining the “light bulb” moment, or the moment insights for marketing occur. I analyzed 120 incidents in which insights occurred in an attempt to learn more about how insights arise, and to develop new strategies for people and organizations to boost their insights. Recently…
5 Key Ways to Increase the Value of Marketing Efforts
There are many ways to increase the value of marketing efforts, but the ones you would consider first include what? I would include these: Refining your customer targeting Becoming obsolete is a reality in today’s fast-moving environment. Yes, today’s marketer needs to leave their comfort zone and venture into an environment that does not seems…
Thinking About Creativity in Marketing
In the old days of positioning and messaging, a creative team was made up of primarily a copywriter and an art director. Together, they would create what Leo Burnett called “the marriage of words and pictures that produces the fresh, the memorable and the believable effect.” The campaign would then go on air and the…
Secrets to Share From Lego Campaigns
What is the key for your marketing persuasion?1 We feel emotion is the most critical element for persuasion. That is a hands down fact in our minds. Is it a secret? We hope not, or we have had it wrong for all these years. But it seems like a hidden truth for many businesses. Or camouflaged.…
Guinness Marketing Campaigns Show Their Creativity
Have you noticed that the world of marketing is changing? And rapidly. Traditional media vehicles are losing effectiveness as people communicate in new and different ways. Mass audiences are fragmenting into small segments. Developing a point of difference is harder than ever. This Guinness marketing campaign demonstrates that Guinness marketing has certainly noticed. Guinness marketing campaign…