March 1, 2010

Dos Equis – More Interesting than Heineken

As recently reported in Advertising Age, Heineken USA's sales fell nearly 11% in 2009. At the same time, Dos Equis, selling at a similar price point, had sales increases of about 20%. What's different between the two brands? Advertising.
February 23, 2010

What is VW’s Brand Position?

In the US, though, the VW brand is no way near as successful in other countries, especially Western Europe, Brazil, and China...But other than increasing brand awareness, are VW's marketing efforts coordinated to solidify a brand position in people's minds? VW used to stand for inexpensive, solidly built and engineered automobiles, but what does it stand for now?
December 29, 2009

2010 Marketing Prediction

Have you already begun to ramp up your advertising, PR, and sales campaigns (both online and off)? Or are you going to suffer another disappointing year?
November 12, 2009

Subtlety in Advertising Doesn’t Always Work

Sometimes marketers get too cute and too smart in their ads, camouflaging their intended message behind innuendo, indirection, and allusion, or hiding it behind veils of comedy or artistry. The result is generally an ad that wins awards in the minds of those limited number of people in the know, but misses the mark with the mass audiences of people who were truly the target of the ad.
September 21, 2009

The Convergence of Advertising, Sales, and Customer Service

Although advertising, sales, and customer service have always been strongly related, today more than ever the lines between them is blurred.
September 18, 2009

Is Bad Publicity Really Good Publicity?

There’s a saying that even bad publicity is good publicity, but unless you’re Paris Hilton that is far from the case. Some companies may not see […]