From the category archives:
7 Steps for Converting Your Knowledge and Brain Power into a Real Business – It’s no secret that over the last several years, business has been increasingly tough, and in many ways, it has been arguably tougher on middle management than on any other group of workers.
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Just when we thought we had exhausted our creativity with YouTube, up comes this small brand with a truly and literally “out of the box” idea. Bringing to mind those old “Choose-Your-Own-Adventure” books that became a fad among young readers in the 90′s, this recent promotional spot from Tipp-Ex lets viewers interact with the video to change its outcome.
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When selecting a spokesperson to promote a new model of car, rodents of unusual size would not be my first thought. However, the “hip-hop hamsters” present the Kia Soul as not just another means of transportation, but as a bold new alternative, taking an “economy” car and turning it into something hip, desirable and smart.
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The “shock and awe” approach has been used many times in previous ad campaigns. It is effective because it easily catches our attention, and our brains are hard-wired to remember things that are out of the ordinary.
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nnovative, Indispensible, Inspirational. These are the three I’s of an effective Value Proposition. If you want to make your brand work, you’ve got to cater to your target consumers’ needs. We’re not just talking about basic needs here. A product or service can also satisfy emotional and perhaps even spiritual needs. It all depends on how you position your offering.
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Jose Palomino is President of Value Prop Interactive and author of the book, Value Prop. Jose combines tactical creativity, strategic orientation, marketing savvy, and technical acumen to deliver insights, leadership, and results.
In his book, workshops, and coaching, Jose makes this strategic marketing methodology practical and immediately usable. Learn more »
