One of the more clever concepts in awareness marketing in Japan is starting to get attention in the United States, advertising on the front of small packs of tissues. Advertising agencies have stuck logos on just about everything imaginable, but how many times in the winter do you wish you had a small packet of tissues handy to take care of a runny nose? Read the rest of this entry »
If you have ever attended a business plan seminar, an elevator pitch class or a forum on how to pitch your company to investors you will realize a common theme exists – your idea provides a solution to what problem? Another way to describe this concept is what value do you provide to your target audience? Generally this concept is held in high regard – except in the world of the Internet business.
Almost on a daily basis there appears an entrepreneur with a new widget or concept that has little market value. One of the most recent examples is Cuil, a search engine launched last month by a few x-Google employees claiming a better search engine. Even if technically it is true, to the average user it offers no visible advantage. And because the search results return in a manner that is unfamiliar on the site it appears different but offers no real advantage. Might be some brilliant technology folks, but did they ever ask what problem they are solving for their respective target market? Read the rest of this entry »
Marketers are buying fewer ad pages in magazines this year amid a lot of economic worries and ever-proliferating alternatives, but magazine readers are not going anywhere. If anything, magazine audiences are getting bigger and often younger too, according to a Mediaedge:cia analysis of last month’s benchmark spring MRI research report. Read the rest of this entry »
Published: June 02, 2008
In a media environment that is increasingly defined by the trendiness that afflicts a whole bunch of other categories, brands run the risk of looking like an outsider trying to seem with it, unsure of why we’re there or what we’re supposed to do to become a valuable member of the community. … FULL ARTICLE
