Somewhere along the line, all of us in Marketing became obsessed with Words. I’m not sure how or why it happened. But it did. And I must accept my fair share of the blame. All those positioning statements, messages, slogans, differentiators, USPs, facts and figures.
The Most Awkward Interview… by Heineken of course.
No- one likes a dry interview, so imagine if you turned the interview into a brand experience –and the candidate that was most engaged was awarded the job.
The 2013 International CES was the largest CES in the show’s 45+ year history — featuring 3,250 exhibitors across 1.9 million net square feet of exhibit space (about 45 football fields). But many onlookers have been left confused by the show’s re-emergence. Who attends CES today? Should my brand attend? How can we reach our target audience in 2014?
The best moment of the big game last night was Oreo’s brilliant and immediate response to the blackout. The ad (“You can still dunk in the dark”) was written, designed, approved, and tweeted within minutes of the lights going down in the Superdome.
It’s a great example of a true agency/client partnership (clients and creatives holed up in a Super-bunker together responding in real time!) and moving at the speed of our new world. Well done.
Now that it’s January, we’re back to work and everyone seems to have a series of predictions on what the year will bring from a marketing perspective. Here are my top three:
Chipotle is running mobile ads but forgot one important thing- optimization. The ads are difficult to see and don’t fit a mobile screen, cutting off the text and visuals. This poor execution takes away from the campaign, ruining the user experience.
The marketing strategy of Chick-fil-a has become a hot debate. The company has traditionally embraced its Christian-roots through sponsoring Christian charities and closing on Sundays. Recently the president of the company, Dan Cathy, took it a step further when he publicized the company’s stance on gay marriage. Cathy stated to the Baptist Press, “We are very much supportive of the family — the biblical definition of the family unit. We are a family-owned business, a family-led business, and we are married to our first wives. We give God thanks for that.”
Was Jefferson, Franklin, or Adams the best marketer?
While we equate the 4th of July to patriotism, fireworks, barbecues, and parades, the holiday is also a celebration of marketing. As emphasized by Lisa Arthur on Forbes.com, “back in 1776, our Founding Fathers had to spread their message, ‘sell’ their ideas and mobilize the colonists to continue the fight for independence from Great Britain.”
Women control and influence over 80% of U.S. spending (65% worldwide). 31% of moms admit lingering longer in the shower, running errands and commuting just to get some alone time. 91% of women feel that advertisers don’t understand them. Welcome to a world of new realities that flips the way we think about and market to women on its head.
On June 6, 2012, Jack Morton convened a panel in Boston with senior marketers from P&G, Reebok, SUBWAY® and Wayfair.com to debut our new research and discuss best practices related to marketing to today’s women. Emerging from that event is our new white paper “Beyond Pink: Marketing to Women 2012,” which reviews highlights from our research and guidelines for effectively reaching women in an increasingly complex world.
Is your brand ready to go BEYOND PINK?