Part 1/3 The Idea of Positioning. The term Positioning has been the foundation of the advertising industry for a long time — I would say it started in the 1950s and 60s. It was brought to a broader audience in the early 80s when Jack Trout and Al Ries launched the...
The best Brand Strategy requires the best answers. But, how do you get good answers? By asking good questions. The best Brand Strategy requires the best answers. But, how do you get good answers? By asking good questions. It may seem obvious: good answers come from...
Conceptual Commercial Art:The Mad Men way to the future. The advertising industry emerged when newspapers established ad departments to make money by selling ad space. This eventually evolved into advertising agencies. Their main task was to fill ad spaces with...
The Brand Bank The simple metaphor for owning your industry. Have you ever tried to get your head around how to maximize your marketing impact? I once came across a metaphor for how to optimize the efficiency of your marketing activities. It is beautiful in its...
The Elephant / Expedition 3 The Elephant Expedition – makes a difference. People often ask why we have an elephant in our logo. And there is a reason: An ancient story and poem called The Blind Men and the Elephant exemplifies how it is necessary to consider and...
Try Creativity, aka Fresh thinking. Often, creativity is not considered something that B2B companies can relate to. “We are serious about our business, and our sales organization ensures our success – we don’t want to embarrass ourselves!” Of...
