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Marketing puffery never pays

By on January 14, 2010 in authenticity, deceptive marketing, ethics, message responsible, no trust, positioning, videos

Seems we’ve been up to our eyeballs in positioning and message strategy work at Outsource Marketing lately. Of course, positioning should be the cornerstone of all your marketing communications—without meaningful differentiation, you’ve got nothin’, after all. But your positioning has to be more than simply unique and matter to your prospects. It has to be [...]

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Re-positioning requires more than words alone

By on June 9, 2008 in branding, positioning

Few brands ever truly reach the Holy Grail of marketing: Positioning so universal that the brand literally owns a word or phrase in the mind of the consumer. What pops into your mind when I say Starbucks. . . Volvo . . . Geek Squad? That word or phrase represents that brand’s positioning to the [...]

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The Republican Party’s depressing new slogan

By on May 19, 2008 in execution responsible, positioning, strategically responsible

It doesn’t matter whether you are Republican, Democrat, Independent, Libertarian or Green Party member—this is rich. The House Republicans have a new fall agenda and a new slogan: The Change You Deserve Their thinking: This agenda is a reflection of House Republicans’ commitment to providing American families with the change they deserve: common-sense solutions to [...]

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I’ll take “responsibility” for $14

By on May 6, 2008 in branding, fun, positioning, simplicity, viral marketing, word of mouth

Ask a room full of people to shout out the single word that comes to mind when you say “Volvo,” 90% will say “safety.” Owning a meaningful word or phrase in the mind of the consumer is the holy grail of marketing, I’d say. To own a word is expensive and time consuming, isn’t it? [...]

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