Some might call me an opportunist for thinking of our current state of affairs in this way, but I prefer to think of it as an acknowledgement of a deep-seated need among consumers right now: A need for comfort.
It doesn’t take much to notice that folks are a little bit on edge these days. Each news cycle brings more uncertainty, more despair – and in some cases, more fear. It’s not clear where people are going for comfort, or, if they’re going there, whether they’ve received any.
Earlier this month, the legendary marketing strategist Jack Trout passed away. Along with his business partner, Al Ries, the consummate ad man made the notion of ‘brand positioning’ the holy grail of successful marketing.
Their book, published in 1981, ‘Positioning: The Battle for Your Mind’ became a clarion call for businesses large and small: To win, occupy a space where your competitors aren’t. And that space is in the consumer’s mind.
It was hard to find the office of Christmas’s new brand manager. The brand team recently moved from their expansive digs on Park Avenue (opposite St. Patrick’s Cathedral) to a more affordable space in Queens.
The announcement this week that Google is partnering with the European drug maker Novartis to develop a ‘smart contact lens,’ which allows diabetics to monitor glucose levels without the pesky pin-prick, raised some eyebrows in the marketing world. It begs the question: Just how far can Google stretch its brand?