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Kara Buckner, president and chief strategy officer at Fallon, discusses how her team of individuals finding meaningful strategy for campaigns in the things that connect us.
If you sell or ever want to sell anything, you should not skip The 22 Immutable Laws of Marketing. It should be a college text.
Brands succeed mainly by inspiring loyalty, but consumers aren’t out there thinking about brands. When they do think about it, how a brand is positioned matters in it being recognised, retrieved. Al Ries and Jack Trout immortalised the word ‘positioning’ for generations of marketers. This week’s column of Brand Matters pays tribute to the marketing legend.
I have greatly admired and learnt a lot from Charles Vance, who wrote Manager Today, Executive Tomorrow. One of the 10 principles he propounds in his book is that ‘from birth to death you are alone’. You may have parents to help you up to a point; you may have your spouse and children to help you at other stages in your life; or you may have bosses, colleagues, subordinates, friends and acquaintances to give you a helping hand at various times; but essentially, each one of us has to handle our own affairs.
Both positioning and branding have become more sophisticated, and the modern digital marketing mix includes a sharp understanding and execution of both.