Cord-Cutting, Tipping Points and Advertising
Recent reports confirm that the number of consumers who have decided that they don’t need cable companies anymore has increased dramatically lately….
It’s a Color-Coded World
Consumers have long been trained to associate certain colors with specific brands. Take rental cars: I’m confident if I show you the color red and ask you about a rental car brand, you’ll think of Avis, orange will make you think of Budget, gold will make you think of Hertz, and you’ll associate green with National. Similarly, in the telecommunications business, it’s as if representatives from AT&T, Verizon, T-Mobile and Sprint...
Avoiding ‘Middle of the Road’ Brand Positioning
To effectively reach millennials, marketers must leverage research and its resulting consumer insights to identify and quantify new brand positionings as either cutting-edge or nostalgic. Just stay out of the middle lane. When researching and developing brand positioning, many marketers try to create a space in which they can appeal to as many consumers as possible, ideally striving to be the No. 1 brand in their category. Marketers...
Play Offense, Not Defense to Win Hispanic Engagement
Everyone knows that Hispanics are a fast growing, key group of consumers in the marketplace, but do advertisers’ investments reflect that? In a recent Media Post article, Jose Villa writes about the visible trend of marketers increasing investments in the Hispanic Market as a defensive move. Advertisers are experiencing decreases in sales among their General Market target, so they then decide to invest money behind strategies that...
Why the #1 Problem with Advertising is the Easiest to Fix
There are an infinite amount of variables that an advertiser can control to maximize the success of a marketing program. It starts with how to position the brand, which media to use and how to allocate the investment. The puzzle is getting even more complex with the emergence of programmatic buying, second screen opportunities, native advertising, social media vehicles, and all of the other trendy tools out there today.