After the 2008 financial crisis, the Wall Street banks were clearly one of the largest and most hated industries in the country. The recession erased all of the positive impressions people had for this industry. If the business of big banking had a tagline during this tumultuous period, it would be "You suffer, we sail."Read More
The basics of a positioning statement are pretty simple—know what you sell, who your target market is, and why you are better than your competition. While you can put these pieces together to create a basic positioning statement, your audience may still feel uninspired.
The novelist and short story writer Ernest Hemingway is known for his famous Iceberg Theory—to only explicitly include one-eighth of the details in the story, and leave the other seven-eighths implicit and underwater. For example, his story “Hills Like White Elephants” is about a man convincing his significant other to have an abortion, but the word abortion is never mentioned.Read More
Sometimes the best way to appeal to customers is by doing something totally unrelated to what you do. It can be a critical step towards developing a distinct and likeable brand personality.Read More
The senses are a near-universal way to connect with people. They are anchors for memory, and that is the goal of marketing—to get ideas related to your company to live in people’s brains.Read More