positioning

My Christmas gift to brand managers.
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So how do you make sure your brand wins in 2014?  In short, stop following the crowd. Start your own movement.  You may have noticed that it's getting harder and harder to reach people.  So you have to be maniacally...
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Your brand should have a sound and a smell.
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Some brands stink.  Literally.  You should make sure that your brand is properly represented through all of your customers' senses.  We tend to play the most attention to sight and a lot less to smell and sound.  One Operations Manager...
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There is a free lunch.
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I saw an ad we put in the paper for a client of ours, the Arthur Lok Jack Graduate School of Business, and it contained two of my favorite words, so it got my attention.  The words were strategy and...
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Neither Fish nor Fowl.
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People often build their factory (restaurant, real estate agency, hotel) without absolute clarity on what they want it to represent in the eyes of their customers. They hire architects and interior designers and invest tons of dollars in bricks and...
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Ian Alleyne’s brand extension. Will it work?
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Line extension also called brand extension is a multi-product branding strategy whereby a firm markets one or more new products under an already established and well-known brand name. The objective is to serve different market segments while taking advantage of the widespread recognition of the original brand. So...
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De boss ah Soup. Marketing 101.
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If you were going to do only one thing right in marketing, a good place to start is with the product. Putting lip stick on a pig, it's still a pig.  Not having the perfect location will hurt but people...
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The power of branding.
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A brand was the action of burning a symbol into the flesh of a horse in order to signify ownership of the animal.  Branding started in Sweden in the middle age (476-1492) when the ruling economy was the agrarian and...
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The Wall Paper Effect in Advertising.
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Cash is too hard to come by to waste.  Market share ditto.  So why do we do exactly that when we do wallpaper ads.  You know the kinds you don't see because they are so familiar and ordinary. Banks are experts at...
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We like vanilla advertising for the same reason we like vanilla ice cream.
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Vanilla is still the most popular ice cream in the US.  After all these years you would think that some other flavor would have knocked vanilla off the podium.  But vanilla continues as ruler of the freezer and taste buds. At pepper...
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El Pecos getting it right!
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As a student of marketing I'm always on the lookout for brands that are getting it right.  Brands with a clear point of difference that are connecting with their tribe. Mostly I find these through reading up online (about foreign...
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Advertising Agencies in T&T “eating a food” too.
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Mark Silveira in his book says:  "Most advertising is neither awful nor great. It’s something infinitely more dangerous. It’s ordinary. So-so, as they put it. Or just plain average, like a lot of other things in the world—products, people, intellects, you...
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bad-stock-photos
Trinidad and Tobago advertising agencies. Death by Shutterstock.
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We regret the announce the death of the Advertising Agency in T&T  (as we know it).   Died in the first quarter of the 21st century. Wife to brand and marketing managers, relative of media houses, production companies, printers, talented...
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