Tag: Changed

How Al Ries and positioning changed marketing forever, Marketing & Advertising News, ET BrandEquity


<p>Al Ries (image source: AlRies.com)<span class="redactor-invisible-space"></span></p>
Al Ries (image source: AlRies.com)

Al Ries (pronounced Reese), marketing strategist and thinker who, along with partner Jack Trout, created “positioning,” passed away on Oct. 7 2022 at his home in Atlanta. He was 95 years old.

His work on positioning was all about owning a bit of the consumer’s mind. For the first time, the business world was told that creative advertising wasn’t enough persuasion; it needed smart positioning. Volvo owns “safety,” Crest “cavities” Sensodyne got ‘Sensitivity’, FedEx brings to mind “overnight,”. It is all about strength of association and cutting past the clutter of advertising messages.

In his own words, the task of positioning for brand builders is to “find an open hole in the mind and become the first brand to fill it.”
Trout & Ries went on to run an Ad agency, which mutated into a strategic consultancy. It successfully positioned the Trump Plaza Hotel as “Atlantic City’s centrepiece” and Burger King as the place to get “broiled, not fried” hamburgers.

The quality of focus on positioning was evident in the brief they handled for Sabena, the Belgian national carrier. In a contra-brief action, they positioned the country instead of the airline. Focused on five Belgian cities (Brussels, Antwerp, Bruges, Liège and Tournai) that had each received three stars from the Michelin Guide, whereas only one Dutch city, Amsterdam, had the same.

The campaign’s slogan was sheer genius: “In beautiful Belgium, there are five Amsterdams.” They shaped a prized selection of brands, including Paramount Pictures, AT&T, KPMG, Sotheby’s and IBM. Al Ries was inducted into the American Marketing Association’s Marketing Hall of Fame in 2016.

Alfred Paul Ries was born on Nov. 14, 1926, in Indianapolis. He graduated in 1950 from DePauw University in Indiana, where he majored in mathematics and began his advertising career with

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Danny Stoffman and the baby boomer book that changed Canadian business

Stoffman, who co-wrote bestseller Boom, Bust & Echo, and died in July, helped bring demographics into boardrooms

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David Foot was squirrelled away in a corner of the University of Toronto economics department when journalist Daniel Stoffman called him up to do a story on a Canadian real estate bubble that, at the time, had only recently popped.

The housing crash of 1989 caused chaos and plummeting prices, and left a bunch of homeowners wondering why they had paid so much, what had gone wrong and why they didn’t see it coming.

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How IPL has changed the industry, Marketing & Advertising News, ET BrandEquity

<p>While cricket existed right from pre-independence time, the Gentlemen's Game took its time to become one of the most celebrated sports in India. </p>
While cricket existed right from pre-independence time, the Gentlemen’s Game took its time to become one of the most celebrated sports in India.

Cricket is the uniting force that binds our country together. Whether it is the people watching a match in the stadium, at home or through the glass doors of TV showrooms and restaurants, there’s always a sense of belonging, brethren, and pure love for the game that reflects among all Indians. While cricket existed right from pre-independence time, the Gentlemen’s Game took its time to become one of the most celebrated sports in India. It was in 1983 when the Indian cricket team won the World Cup against West Indies the game gained momentum in India and positively impacted Indian cricket. Since then, India has produced many legendary cricketers, including Kapil Dev, Sachin Tendulkar, MS Dhoni and Virat Kohli. The introduction of the Indian Premier League (IPL) in 2008 was an extension to this cricket mania and phenomenon.

In the last 16 years, the IPL has turned out to be a phenomenal success. It is no less than a festival in India that people from each age group look forward to. IPL has made sports more accessible to advertisers than ever before. Also, there is an increasing demand among audiences for more engagement, action, and thrill yearly. With IPL, it is paramount for brands to capitalize on the highly positive consumer sentiment to ensure profit. Ever since the inception of this cricketing event, brands have used the IPL as the face of their marketing campaigns.

IPL has garnered incremental media attention, endorsements, advertisements, marketing and TRP ratings. It has redefined the sports marketing landscape by offering opportunities to brands to scale their businesses by increasing their visibility, fan engagement, and lucrative association with other brands.

Depending on

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5 Ways Hilton’s TikTok Ad Changed the Social Marketing Game

ICYMI: In February, Hilton Hotels & Resorts released a 10-minute TikTok video—yes, you read that correctly—that took viewers on a sprawling journey, spanning dozens of locations and multiple genres, featuring appearances from more than half a dozen beloved TikTok creators.

Not only did the spot earn some 4 million views within its first two days online, but that pace actually accelerated, with the video averaging over 2.2 million views a day in its first two weeks.

Engagement was also sky high, with about 500,000 likes and nearly 30,000 comments in the same timeframe. And most importantly, enthusiasm for the spot has been absolutely unparalleled. To put it simply, the crowd went wild.

How exactly did the 104-year-old chain of brick-and-mortars that started out in the era of newspaper advertising leapfrog the competition, demand 10 minutes of unbroken attention from some of the most distractible viewers on Earth, and quite possibly cement itself as Gen Z’s favorite place to stay for years to come?

The reasons are simple, clear and reproducible—but brands and agencies who think they can replicate the success of this spot without putting in the same amount of legwork will be sorely mistaken. Only those who invest the time and energy to understand and engage with their audience on a deeper level the way Hilton did will be able to replicate their spectacular results.

Platform fluency 

Instead of opting for a faster and cheaper multi-platform approach—making a generic vertical video and publishing it everywhere—Hilton chose to create a video that was custom-made for the specific social channel where they wanted to make inroads.

From start to finish, Hilton’s spot demonstrates a deep understanding of TikTok trends and culture by making expert use of the unique features that made the app popular in the first place—things like stitches, duets

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