Category: Positioning

Are You 50 Shades of SMART? »

If you are, you’ll find a way to step into the spotlight by piggybacking on someone else’s fame. Like Marlon Wayans did with his new movie, 50 Shades of Black spoofing the popular movie & book, 50 Shades of Grey. Or F.L. Fowler’s Cook Book 50 Shades of Chicken. It’s brilliant ’cause all you have […]

Do ADVERTISERS Think We’re STUPID? »

Seriously, Sunkist? “Not your mother’s grapefruit”? You’ve re-invented the grapefruit? We get that you couldn’t stick “New & Improved” on the label like they do with laundry detergent, but “The Health and Beauty of the Modern Grapefruit”? I bought 5 bags of these MODERN grapefruits this morning just in case my 4 millennial daughters don’t […]

Is this POLITICAL Ad effective? »

Is this advertisement of Simon and Garfunkel’s song America going to deliver votes? His followers are young people who don’t like to be SOLD to. Over 2 million views.

How can NARROWING Your Focus Bring You MORE Clients? »

I know, I know. You’re thinking, “Tsufit, I’m struggling as it is. How can I afford to turn away clients?” But here’s the thing. Unless you focus, you’re not likely to stand out. Just found a great example of a firm that has focused brilliantly on getting people out of time share contracts! How can […]

LEADER or FOLLOWER? Which DOOR Would YOU Choose? »

Dove has done it again, made us think, with a compelling new experiment and video which bolsters its “Campaign for Real Beauty”. Brilliant strategy–associating a product or company with an empowering feeling. A great reminder that as entrepreneurs, we must lead MOVEMENTS! What movement are YOU leading? If the 2 doors said LEADER and FOLLOWER, […]

Do you know your AUDIENCE as well as Virgin America does? »

Check this out! What OTHER brands and companies know their audience THIS well?

The 3 Dollar Lemon Rind: Can YOU Charge Premium Prices? »

Yesterday, I paid $3.00 for the tiniest portion of sorbet you can imagine, $3 bucks for a pre-frozen half lemon peel (which made the portion even smaller than it appeared once you got inside it). The half coconut version (tiny) was 5 loonies. (Canadian currency–don’t ask!) This mall kiosk doesn’t even give you a regular […]

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