Entries tagged as ‘positioning’
"That's when he said he was a marketer! Imagine that? A marketer expecting to date me?"
You’ve all seen the standard romantic comedy: the lead character pines for a fantasy ideal — a millionaire, supermodel, quarterback, cheerleader, prince or princess — but in the end, our hopeless romantic finds true love with a best friend, worst enemy, nerd, prostitute, maid or bodyguard. Delusions dispelled, the true lovers lock lips and live happily ever after. Or until Hollywood makes a sequel.
Today, thanks to the recession, many businesses are undergoing the same head-spinning realignment of expectations. Their dream consumers — namely, the filthy rich — are suddenly coming up short. Damn them. So these once discriminating businesses must now pursue less profitable paramours: potential mates who were once considered “beneath them.” Some businesses even undergo extreme makeovers to appeal to the masses. And you know where that could lead… (more…)
Categories: Case Studies
Tagged: Boxster, branding, business, marketing, Neiman Marcus, Porsche, positioning, pricing, recession, Saks, Saks Fifth Avenue, Starbucks, strategy
by Freddy J. Nager, Founder & Fusion Director, Atomic Tango LLC
As an L.A. based interactive-media guy for the past 14 years, I’m expected to blog about sexy new developments online or in Hollywood, but today I’ve decided to write about Mervyns department store. And, yes, that’s the only time you’ll ever see the words “sexy” and “Mervyns” in the same sentence.
Ah, I see I just lost 98% of this article’s readers — which reflects about the same percentage of consumers who couldn’t care less about the fashion retailer. And that explains why Mervyns recently declared bankruptcy. Since the economy’s been Bushed again, it’s easy to point fingers at macroeconomic issues, and that’s exactly what Mervyns’ management is doing… (more…)
Categories: Case Studies
Tagged: bankruptcy, branding, business, economy, fashion, Forever 21, Mervyns, positioning, recession, retail, strategy, Target
by Freddy J. Nager, Founder & Fusion Director, Atomic Tango LLC
During the South Carolina Democratic debate, Barack Obama and Hillary Clinton spent the evening attacking each other instead of addressing the issues. I was completely irked by their misbehavior — then realized that this was classic marketing strategy in action…
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Categories: How To Tips
Tagged: 2008 election, business, Coke, competitive strategy, John Edwards, marketing, Obama, Pepsi, politics, positioning
“We live in a time when people are losing confidence in the ability of government to solve problems… Wal-Mart does not wait for someone else to solve problems.”
- Wal-Mart Stores CEO H. Lee Scott Jr.
I have to admit it: Wal-Mart is brilliant…
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Categories: Case Studies
Tagged: big boxes, green business, marketing, positioning, socially responsible business, Target, Wal-Mart
