Why the #1 Problem with Advertising is the Easiest to Fix
May07

Why the #1 Problem with Advertising is the Easiest to Fix

There are an infinite amount of variables that an advertiser can control to maximize the success of a marketing program. It starts with how to position the brand, which media to use and how to allocate the investment. The puzzle is getting even more complex with the emergence of programmatic buying, second screen opportunities, native advertising, social media vehicles, and all of the other trendy tools out there today.

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Super Bowl advertisers may resort to ‘guerrilla’ means to get eyes
Jan30

Super Bowl advertisers may resort to ‘guerrilla’ means to get eyes

In the high-stakes battle between advertisers at this year’s Super Bowl, top corporate brands such as Budweiser, Doritos and Pepsi are once again spending record amounts for precious time during Sunday’s big game. But some researchers and advertising veterans say a more low-key guerrilla marketing campaign might be a better option for companies who want to piggyback on the Super Bowl’s shoulder pads without breaking their ad budgets...

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How Brands Can Survive the Private Label Threat
Jun03

How Brands Can Survive the Private Label Threat

There are several trends that have contributed to this dynamic. First, the perceived quality of private label brands has improved, at least in the mind of the consumer. Many shoppers have decided that these money-saving brands still deliver a perfectly adequate product…

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Great Expectations: The Truth About Taglines
May22

Great Expectations: The Truth About Taglines

“Have it Your Way” …

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Mike’s Hard Lemonade: Can a Brand Succeed on Digital Alone?
Apr03

Mike’s Hard Lemonade: Can a Brand Succeed on Digital Alone?

Throwing all of its eggs in one basket, Mike’s Hard Lemonade has dedicated ALL of its advertising budget to the digital arena. In the highly competitive market of malt-beverage advertising, focused spending of advertising dollars is a smart move. But what do they stand to lose by abandoning TV?

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