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Never Apologize for Bacon, and Other Launch Wisdom From Arby’s

Posted by Abi Grise
July 24, 2015 at 4:56 PM

IGN_BLOG_SECONDARYSo a vegetarian walks into an Arby's and... wait, no, they don't.

Arby’s is doing a bang-up job innovating their product line beyond roast beef to stay relevant to millennials. They know their audience isn’t the kale-and-quinoa type. So they made a pretty safe move this month alienating vegetarians during the launch of their new Brown Sugar Bacon. They created an actual hotline for vegetarians struggling to resist the sizzling hot temptation of drippy, sugary, om-nom-nom bacon goodness.

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Topics: Marketing, Launch Strategy

Product Launch Lessons From Brick-and-Mortar’s Evolution

Posted by Chris DuPree
July 10, 2015 at 5:41 PM

7_9_shopping_mall

Brick-and-mortar retail stores were dead…right? For years, countless experts ushered stores to the graveyard for a proper burial. But instead of going the way of the dinosaur, retailers evolved their own product – the physical retail space – to survive and thrive in the wake of the e-commerce wave. So what lessons can you can take away from this retail resurgence?

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Everything I Know About Marketing, I Learned From Taylor Swift

Posted by Eric Harris
June 26, 2015 at 11:49 AM

img247Say what you will about her music. I certainly have. As my children launch themselves frenetically across the backseat to “Shake It Off,” I’ve been known to #smh. Then I notice my wife’s sidelong glance that begs, “Why do you hate fun and all things good in the world?” and I realize my musical snobbery isn’t powerful enough to overcome the irresistible force that is Taylor Swift.

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Topics: Advertising Strategy, Taylor Swift

Three Ways Big Brands Should Think Small

Posted by Abi Grise
June 11, 2015 at 5:01 PM

scaleThis market ain’t your dad’s big-brand rodeo. Consumers no longer cling to household names because of forces like familiarity or inertia. In a prove-it-or-lose-it economy with the transparency of Internet reviews, consumers want the best product to fit their needs, and the options are vast. Big brands are losing sales to specialty shops online, crowd-funded start-ups and brands with a focus on values instead of mass production.

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Topics: Brand Building, Brand Strategy, Brand Awareness

American Pharoah Wins Triple Crown: What your launch strategy can learn from it

Posted by Craig Mewbourne
June 4, 2015 at 3:30 PM

racing_horse2 “We need to leverage our proven track record to come out of the gate strong and make this a two-horse race.”

There’s a reason so much marketing horseshit echoes horse track clichés. Your upcoming launch has more to do with the economics of thoroughbred racing than it does with “best of breed” technology. 

Consider that thoroughbred horses are purchased every day for roughly the price of a well-strategized product launch, for the same motivations and the same reasons. The motivation? A cash return in the form of performance. The reasons? A strong bloodline and a good “eye test.” 

 

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