Better Briefs

While this tip may get a lot more interest if we evaluate the pros and cons of female and male beach bodies and their importance in underwear promotion, we’re talking about the far less exciting, but more financially important, topic of how brand teams communicate with their agencies

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Dennis Crowley Comment
Inadequate Positioning
In a survey of over 300 top marketing executives from Fortune 500 companies, the Marketing Leadership Council found that the most serious mistake made by marketing teams when launching new products was inadequate positioning: A failure to clearly define a target customer and a desired perception for their brand in the market versus their competition.
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Dennis CrowleyPOSITIONING
Positioning During Economic Doldrums
For months now we have been inundated with talk about business failures, bank bailouts, slowing sales, and the scale of the current recession. What is clear to everyone is that the economy has slowed, that people are losing their jobs and are cutting back on spending. No industry or category has been spared.
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Dennis Crowley
Positioning Validation
While other Positioning Tips have dealt with the best practices for developing brand positioning, this tip will focus on the importance of market research in assessing brand positioning and validating new positioning opportunities.
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Dennis Crowley
Strong Emotions Help Build Powerful Brands, in the Consumer and Political Worlds Alike
By focusing on the essence of what the product is and does, the marketer may fail to nurture the budding emotional relationship between the customer and the brand. One sneaker may be as sturdily built and as objectively stylish as any Nike shoe; but Nike designs footwear that resonates deeply on an emotional level with consumers, with thoughts of Michael Jordan and game-winning jump shots, and with pleasure taken in dressing for a lifestyle defined by physical activity.
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Dennis CrowleyEMOTION, INSIGHTS
Keystone Analysis
If your team is typical of most, it is likely that you have dozens of research reports, market analyses, competitive reviews, strategic plans, etc. littering the shelves. Many of these items have a few strategic gems hidden in the countless pages of information. Like many teams, some of these gems are relegated to folk law status, handed down from team member to team member. Often times no one is truly sure where the information came from in the first place.
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Dennis CrowleyPOSITIONING