Thou shalt not steal...

Apple vs. Samsung.  iPhone vs. Galaxy S smartphone.  iPad vs. Galaxy Tab tablet. What about the aforementioned gadgets?  They are simply competitive products that look very much alike.  Apple is filing lawsuits against Samsung for patent and trademark infringement for its Galaxy product line.  Plainly put, Apple is accusing Samsung for stealing product related ideas; hardware, software, design and even packaging.

Marketers, in addition to the “Thou shalt not lie” Marketing command mentioned in an older post, please obey the “Thou shalt not steal”, as well. Stick to your own points of difference and uniqueness.  Do not steal others’ ideas.  You would not like others stealing yours, either.  Do not waste fortunes on court settlements, when you could be investing that money on human capital for product inventions of your own!

Victoria’s Secret; specialist in sexy underwear

The sexiest undergarment fashion shows. The sexiest supermodels featured in product catalogues. The specialist retail store catering to the target market of sensual ladies.  A world of sexy angels.  Victoria’s Secret, like, any other specialist retail store, owe their success to their specialty, to their area and products of expertise.

What specialty do you have? Use it as a gateway to success…

Volvo=Safety? Maybe not…

Volvo’s customers, existing and potential, have been rethinking its safety guarantees after a series of 2010 Volvo V60 Pedestrian Detection failed demonstrations, where the V60 simply failed to detect a dummy and went straight on to crashing it.  Ironically, Volvo has failed not only the practical tests of safety, but also the tests of customer trustworthiness.  It has always represented safety…Volvo proceeded to improve the pedestrian detection system and has developed the 2011Volvo S60 Pedestrian Detection with successful demonstrations.  The image, though, and customer trust have already been damaged.

Marketers, when you develop your brand mantra, those key words that symbolize your brand and what you are all about, try to truthfully embody their meanings in your products.  Test and retest your qualities before you call the press and the public for a demo of new products to avoid the unavoidable.  There is a fine line between success and failure after all…

Enhance your store’s image and sales

Simple tips and tricks, such as presentation and layout of your merchandise, can help you enhance the image of your store, thus positively influencing your sales volume.  Think of books displayed on bookstore shelves (see pictures below): books with a face-out display reflect specialty selection, exclusive book titles and an upscale, pricey image.  On the contrary, books with a spine-out display represent a higher volume of books and titles, a more ordinary image and priced bookstore.

What image and price would you like your store to have? Present your merchandise accordingly…

 Spine-out

Face-out

The Cola wars

Hello to all!

Comparative advertising, where legally allowed, adds an exciting perspective to the world of advertising for both marketers and consumers.  Comparative ad wars usually take place between market leaders, the number ones of the industries, and market challengers, the number twos of the industries.  “Attacks” are direct, competitor names are visible and the final product choice is in the perception and the pocket of the consumer viewer.  Set your war gaming strategy with creativity and start shooting...

Who are you “fighting” against?

The Beauty of Minimalism

Green Ant's print ad with the look and definition of minimalism got me thinking again and realizing the necessity of minimalism in today's business world and society overall.  Related to a previous post of mine, Less is More, minimalism is an art that needs to be embedded in advertising.  Below are some more examples of minimal printed ads. Enjoy the beauty of minimalism...

Green Ant

Haribo

Pilot

Mirador del Alto

Smells of Success

Hello Marketers and Marketing fans!

Stimulating the senses is crucial when building a brand, setting up a store or developing a product.  Rolls-Royce customers complained about the 1990s model which was just not as good as the old models.  Research discovered that the new car’s smell was to blame.  It did not have that leatherish, woodish distinct smell of the original Rolls-Royce.  Based on that important customer feedback, the company has bottled the original, 1965 Rolls aroma and sprays it in all new models.  The sense of smell induces feelings, draws experiences and memories that accompany the brand.  The compliment of a successful scent can help to recognize and distinguish a brand, boosting at the same time sales.

More smells of success? Baby powder scent at IKEA kids’ department; Vanilla scent at Victoria Secret's stores; White tea fragrance in Westin Hotels’ lobbies; A patented scent in Singapore Airlines’ cabins; The smell of Crayola crayons.  Does your product, brand or store have a smell of success?

 Rolls-Royce

Crayola crayons

Victoria's Secret

Be the First...

Hello my friends.  Well, talking about first, who would forget their first Barbie doll or teddy bear? First time at the movies? First date, first kiss? First of anything is just hard to be forgotten.  This basic principle can be easily and very effectively applied in Marketing. 

My favorite Marketing strategists, Al Ries and Jack Trout, refer to the Law of the Category, the law of the first as I would call it.   If your company, brand name or a product is not first in its category you should find a category to become first in.  Dell was the first computer company to sell computers over the phone.  Miller Lite was the first American light beer.  Wharton School of Business (University of Pennsylvania) was the first American Business School.  Flori Roberts was the first cosmetics brand for women of color.  Johnson & Johnson was the first developer of baby shampoo. 

So, what category will you set to become first in?

Johnson & Johnson's      

Miller Lite

Thou shalt not lie…

 

Dear Marketers, thou shalt not lie in your ads, you will be caught and it will cost!  You have every right to inform your consumers about your goods and services through advertising, provided that you do not mislead them.  They, in turn, can fight for their rights through Consumer and Trade Associations.

Reebok ‘s EasyTone shoe campaign had claimed to improve and tone leg and buttock muscles.   The specific falsified and unsupported claim has left many consumers disappointed with toneless buttocks.  End result?  Loss of market share, damage in Reebok’s reputation and image, and a $25 million Federal Trade Commission settlement to all unsatisfied consumers.

Less is More...

Hello my friends.  I have caught myself reminiscing the past where life was just simpler in every aspect of it.  The world was not materialistic or cluttered leaving enough time and space for true values and natural treasures to be appreciated.  Less was actually more…

Simplicity translates as originality and sophistication in advertising.  It might need a greater brain investment, but it will pay off in the perceptions of the target market and it can definitely act as a differentiation strategy.  Less is more in advertising, as well.

Lego ad