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16 Aug 2017

Brand Comfort

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Branding

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.

23 Jun 2017

Remembering an Advertising Legend

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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.