Podcast
Influencing with Impact: What B2B’s Can Learn from This Year’s Best Super Bowl Ads
In this podcast, Mary, Tom and Sean delves into the intriguing world of Super Bowl ads. The team dissects the...
Article
How B2B Marketers Can Benefit from This Year’s Best Super Bowl Ads
Super Bowl ads are a battleground for consumer product advertisers vying for audience attention. But B2B marketers can gain valuable...
Article
Could Your Company Benefit from Strategic Marketing Consulting?
Not every company needs help with their strategic marketing. Your company may have certain characteristics that simply require an occasional...
Article
Can You Profit from Making Fun of Your Own Brand?
A few years ago, Domino’s aired a highly unusual campaign. It featured focus group customers absolutely trashing Domino’s pizza. People...
Article
How Effectively Using Values Makes Your Marketing More Powerful
When you think of values, at least in a marketing context, it is easy to be cynical and think of...
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Webinar
How To Optimize Your Brand Portfolio
If you are wondering if your company has too many brands–you probably do! It’s extremely difficult to part with and...
Podcast
When Should You Commit Brand Heresy?
Brand heresy is the practice of established brands promoting in ways that are very different from their past positioning. For example, when an airline advises "think twice before your book a flight" something strange is going on! Mary, Sean and Tom share examples of brand heresy, and discuss if and when a strategist should commit it.
Article
What’s Love Got To Do With B2B Success?
Our Study of Top B2B Brand Positions Reveals A Secret To Their Dominance The image of B2B customers as cold,...
Article
The Overlooked Secret to Organic B-to-B Growth
How to Boost Growth Without Spending Any More On Marketing Take a look at Interbrand’s most valuable global brands of...
Article
How a Poor Slogan Guaranteed a Jeb! Catastrophe
Trump’s Success Is Built On an Incredibly Effective, Emotionally-Based Position (Originally Published on Linkedin March 1, 2016) Our policy is...