I just read this article in Adweek about Volvo’s new campaign, which is pretty brilliant. The campaign goes after Mercedes and Audi, positioning the brand as luxury for real people, a strategy that we don’t often see in the world of luxury marketing. Here’s the TV spot that executes the strategy perfectly: What this campaign [...]
All posts tagged strategy
You’re the CEO – Get a Handle on Marketing
Much has been written on the growing disconnect between the C-Suite and the marketing strategies within most companies. The pressure from stockholders, investors, and customers continues to drive the CEO to focus on immediate profits, company growth, and price-pressure. That’s understandable. While the life of a highly compensated corporate leader may seem rosy, the pressures [...]
Posted by Chuck Mascola on February 12, 2013
http://mascola.com/insights/youre-the-ceo-get-a-handle-on-marketing/
Innovation: The No-Brainer That Brands Like to Ignore
It’s one thing to have a fantastic product here and now, but what happens a year or two down the road, when your cash cow fizzles out? You can choose to drop off the radar and search helplessly for new, successful strategies, or you can make it a point to plan in advance how you [...]
Posted by Kaitlin Randall on March 23, 2012
http://mascola.com/insights/innovation-the-no-brainer-that-brands-like-to-ignore/
Car Dealers Make Me Scream (Continued)
My family deserves a break. It’s not easy living with me and my AAA personality and Italian heritage. Even though, under the advice of my physician, I make sincere attempts to control my emotions, I fail to do so just about every day. Sometimes, I just explode. I’m not proud of that, but I can blame it on the DNA. What [...]
Posted by Chuck Mascola on October 21, 2011
http://mascola.com/insights/car-dealers-make-me-scream-continued/
Are You Really a Risk Taker?
You are a leader. An innovator. A regular boardroom maverick. Or are you? As much as we all take risks in our heads, there are few people on this earth who actually take risks in the world of branding. But the CEOs and leaders who do take risks are the ones who have built brands that stand out [...]
Posted by Michelle Yue on September 13, 2011
http://mascola.com/insights/are-you-really-a-risk-taker/
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