All Aboard. Back-to-School Marketing Refresher from 1929 Blue Comet Train.

It’s back-to-school season. Even though we’re not heading off to class, those of us done with our formal education understand that learning and subject-matter refreshers never stop.

Sometimes that happens in unexpected places. That was the case for me this summer, while taking my visiting, young nephews to a local museum. For the price of admission, I got fun time with my buddies and:

◉ A marketing communications refresher about the importance of painting an image and creating anticipated, sought-after experiences in the mind of the target customer. Continue reading

Don’t Retreat Marketers. Ben Franklin to the Rescue.

What the heck is going on in the business world?

Judging by all the negative stories, one would think that a plague of incompetence has afflicted commercial teams across the country.

However, beyond the obvious blunders (e.g., United and airport security personnel), some of the backlash is a bit perplexing.

Are corporations and their marketing teams failing at higher rates or is something else going on?

I suggest the latter. That’s partly because social media has, for better and for worse, totally disrupted the way so many now get and process their information.

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Gatorade’s High-Tech, Sweat-Reading Vending Machine Delivers Brand Positioning

For the Gatorade marketing team, the old adage “never let them see you sweat” does not apply.

Quite the opposite.

Credit: Gatorade.

Credit: Gatorade.

The Gatorade brand is all about sweat and countering its effects on the body. For the past three years, Gatorade has activated marketing around the “sweat it to get it” idea.

Now, Gatorade’s team in India has evolved the idea with a high-tech vending machine that dispenses free bottles of Gatorade to workout warriors. It’s technology powered marketing that delivers positioning and product benefits in a fun, content-friendly activity that’s well-suited for social media and mobile Internet sharing. Continue reading

Update: Shopping Center Fixes Poor Brand Signage

A New Jersey shopping center has corrected a retail brand signage mistake – and good for them.

Denville Commons shopping center - Denville, NJ. August 10, 2015. Credit: Harvey Chimoff.

Denville Commons shopping center – Denville, NJ. August 10, 2015. Credit: Harvey Chimoff.

In August, I wrote about the pending debut of the Olive Tree Marketplace along a busy state highway traffic corridor in Morris County, NJ.

No doubt in a hurry to build pre-opening awareness, the shopping center and/or store made some poor marketing decisions about signage:  Marketing Blasphemy: Don’t Use Your Logo? Continue reading

Hey Tom Brady – Fun Foods are Here to Stay, But …

So the great Tom Brady has declared that Coca-Cola is “poison.”

With his football deflation controversy adjudicated but not forgotten, he decided to wade into the food nutrition debate and attack major American corporations. They really love him at NFL headquarters now!

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