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What Have You Done for Me Lately? Three Benefits Every Product Launch Should Provide

Posted by Mike Covert
February 25, 2015 at 1:42 PM wants something. Marketers have to figure out what their target customer wants. The good news is, how to provide it isn’t rocket science. But too many product launches over complicate this process with complex user personas, spreadsheets full of dense data or highly technical market analyses. Convincing your consumers you can meet their needs doesn’t have to be so hard – it just has to be strategic.

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Topics: Brand Perception, Brand Identity, Brand Strategy, Product Launch, Product Positioning, Brand Design

The First Law of Product Launches: Capitalize on Marketing Momentum

Posted by Katie Cantu
February 18, 2015 at 10:00 AM

Dominoes_-_ignite_blogNewton taught us that an object in motion tends to stay in motion, and that law applies to more than just physics. In marketing, the product launch demonstrates the same concept. Once the first pieces of a launch strategy begin to move, the rest follow like a line of dominoes. Brands can either take advantage of that momentum, or they can fall victim to it. In order to succeed, the product launch needs everything set up and in place before go-time. Once that happens, marketers can count on the natural progression of the well-planned launch to carry it through according to plan, allowing more freedom to manage the upkeep of the campaign and quickly pivot to address the unexpected challenge or opportunity as it arises.

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Topics: Brand Building, Brand Perception, Brand Identity, Brand Strategy, Product Launch, Product Positioning, Brand Design, Launch Strategy

Launching the Big Game Around the Big Game

Posted by Mike Covert
February 11, 2015 at 10:50 AM the first television ad of the Super Bowl made its 30-second, $4.5 million appearance, I found myself, like many marketers, staring at the screen in anticipation. Football’s championship is often referred to as the official holiday for the marketing profession. But through the oohs and aahs, I wondered which companies would score big with their commercials and actually see returns where it counts: at the product level.  

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Topics: Brand Loyalty, Advertising, Brand Strategy, Launch Strategy, Super Bowl Ads, Super Bowl, Super Bowl Advertising, Advertising Strategy

Why You Should Tune Into the Television Industry’s Launch Strategy

Posted by Katie Cantu
February 4, 2015 at 9:00 AM’s captivating your customers. It’s stealing your market share. And it’s crippling your profits. The culprit? Disruptive innovation.

More than ever, brands can become irrelevant overnight. Competitors are developing entire categories that replace core product offerings in record time. And it’s not just marketers who launch products and services who are struggling to maintain brand relevance.

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Topics: Brand Building, Brand Identity, Product Launch, Launch Strategy, Brand Relevance

Why Brand Loyalty Doesn’t Drive Purchase

Posted by Eric Harris
January 29, 2015 at 8:58 AM

Ignite Makeup

Did you know Best Buy sells 12,766 different phone case styles? I lost count of the number of brands after 42, because there were 511 pages available for my browsing pleasure.

With that many variations in one product category, it’s easy to see how today’s consumers have become paralyzed with brand choices. And with the ability to compare, research and discuss products on-the-go, consumers no longer rely on brands as a signifier of quality.

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Topics: Brand Building, Brand Perception, Brand Identity, Brand Design, Product Experience, Brand Experience