Category: Positioning

Is admitting DEFEAT a good MARKETING strategy? »

Sure looks that way. In this TV commercial, the setting is a fall fair competition where Classico pasta sauce LOSES to the homemade sauce of these Italian grandmas and the Classico chefs are smiling anyway–all the way to the bank. It’s a variation of the Avis, #2, We Try Harder campaign from years ago that’s […]

Should Hillary Clinton pick Mark Cuban as her potential VP? »

In a reality TV era, does a conventional candidate like Hillary Clinton stand a chance? Yeah she’s a woman & we’ve never had one of those as President of the United States of America but there seems to be more energy and momentum around each of her 2 opponents (one Democratic and one Republican) than […]

What do APPLE & Donald TRUMP Have in Common? »

Despite his recent widely reported but short lived boycott of Apple products, Donald Trump does have ONE thing in common with Apple, (the computer company, not the fruit). Apple & Trump are both masterful at branding & positioning their competitors! Apple did it with a series of MAC vs PC commercials where they branded & […]

Marketers, could YOU sell an UGLY FISH as Chilean Sea Bass? »

Marketers, could you turn an ugly fish into Bon Appetit’s Dish of the Year? I was watching a webinar from persuasion genius, Oren Klaff, author of Pitch Anything. This book should be read once a year. (Or once a week!) I can’t tell you how often I dare my peeps to adopt even a small […]

Does SNL Clip Expose Hillary’s BRAND ENVY? »

Love them or hate them, both Donald Trump and Bernie Sanders have distinct brands in the marketplace. A distinct personal brand is key for entrepreneurs, experts and politicians, no? Enjoy this short laugh out loud clip from Saturday Night Live last week. Would this make an effective attack ad for Bernie Sanders against Hillary Clinton? […]

Which of these 2 guys has the STRONGER BRAND? »

The point of the 30 second commercial below is to encourage consumers to make sure that they are not FOOLED by professional appearances. And it’s a good point and a brilliant commercial. The intended audience of this commercial is the public. Buyer beware. Don’t judge a book by it’s cover. Again, good point. But what […]

How can you use SARCASM to SELL YOUR STUFF? »

Could sarcastic humor help YOU sell your stuff? Or make your point faster? Brilliant biting example in the short video commercial below. This commercial mocks competitor companies that “monitor” stuff without helping you fix it. This one is for identity theft, but it could just as easily have been a commercial for antivirus or anti-malware […]

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