“Is anybody there? Does anybody care?” The Musical 1776 – Music and lyrics by Sherman Edwards and a book by Peter Stone. Super Bowl LVII generated tons of coverage and publicity for both the game and the advertising. Now more than four weeks from game day, there’s little talk about either. Like a lightning bolt […]
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Exemplary adjective serving as a desirable model; representing the best of its kind. I finally got around to viewing all the commercials aired during Super Bowl LVII. I missed viewing many of the ads during game time, given the pandemonium of socializing with family and indulging on good food and libations throughout the event. So, I’m asking […]
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Super Bowl XLII is one for the books. The Kansas City Chiefs emerged as NFL Champions. While two outstanding quarterbacks played the game, analysts are playing arm-chair quarterbacks. They’re taking apart the game, play by play and decision by decision. Yet pollsters and pundits—who should know better—colleagues, family members, and friends continue to address the […]
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Advertising funding is precious. It’s not unlimited. Moreover, allocating funds for advertising reduces funding of other marketing mix elements—some of which might generate more favorable business growth. With Super Bowl LVII approaching, the stakes for ad effectiveness are unusually high. A 30-second commercial will run $7 million. That’s a huge investment or gamble. Advertising needs […]
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I’m on an extended holiday in Spain and will not return to active duty until next month. So, I’m reposting articles. Last week I reposted a DISPATCHES article, Resolutions for Marketers, which you can find here: http://bdn-intl.com/resolutions-for-marketers-5. Given that I identified a dozen and a half worthwhile resolutions, far too many to achieve in a given […]
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This past Saturday, 10 December, I participated in the Commencement ceremony for University of West Florida (UWF) graduates. I, along with others from the class of 1972, was recognized as a Golden Graduate. As you know, a golden anniversary celebrates 50 years. Whew, that’s a long time. My wife and I celebrated our golden wedding […]
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Cadillac has been our automotive brand for nearly forty years, and we’ve owned and leased them year after year. Our most recent Caddie was a CT6 luxury sedan. It was roomy enough to carry clients. It was sleek and attractive, prompting compliments from people who saw us driving it. The car was quiet and took […]
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Today is election day in the United States. Thank goodness! I’m tired of the relentless barrage of ads by politicians engaged in oppositioning to discredit their opponents. You know oppositioning as negative advertising. Competitive positioning is how we want our target customers to perceive, think and feel about OUR brand (or, in the case of politicians, their political party, […]
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Tomorrow is election day in the United States. Thank goodness! I’m tired of the relentless barrage of ads by politicians engaged in oppositioning to discredit their opponents. You know oppositioning as negative advertising. Competitive positioning is how we want our target customers to perceive, think and feel about OUR brand (or, in the case of politicians, their political party, […]
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When we offer an additional service, even if it comes with a price tag to customers, is it a value-added brand builder or expense? The answer to the question will impact how you use it and the customer experience you deliver. First, let’s address what value-added means. It’s about going beyond the tangible product or […]
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