There! On the sidewalk! It’s a scooter… it’s a nuisance… it’s a Bird, and it’s the hottest transportation solution since Uber. Bird is a Santa Monica transportation startup that’s currently flying high with a $400 million valuation and thousands of users from California to DC.
What does your company exist to do? No, not the product you sell. What does your company stand for? If you can’t answer that question definitively, it’s time to think about your purpose.
Nobody wants to be told that they are drinking their own Kool-Aid. But more often than not, that’s the case. Every brand, challenger or giant, needs to define what they do and why they do it. Brand positioning does just that.
From off-menu food items to exclusive turndown services, brands small and large have been keeping their best benefits on the DL for their most devout followers.
From infrastructural changes to car sharing to straddling buses, challenger brands are taking a stand against transportation methods that have remained largely unchanged since Henry Ford came rattling out of his garage.
“The difference between ordinary and extraordinary is that little bit of extra.” When you make a powerful operational change that becomes part of your DNA, it can be the drive your team needs to try harder than their competition.
We’ve been thinking a lot about briefs lately. No, not the cotton variety with the stretchy waistband. There’s a misguided belief that an open-ended brief will liberate creative minds and lead to blue sky thinking.
Not having a positioning statement is bad, but not nearly as egregious as having an ineffective one that you deem to be good. The reason for the latter: denial.
Information is one our most valuable commodities. It is no longer a luxury, but rather a necessity, to incorporate data into your marketing campaigns. As digital marketing grows, the amount of data available grows, too.
Crystal balls rarely work in marketing. None of us can truly forecast what’s going to happen 10 days from now. But there are eight percolating trends that are worth noting. And all indications are that they’re here to stay.