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Three Questions About Your Product’s Authenticity

Posted by Mike Covert
August 27, 2015 at 1:58 PM

blog-01-1From Day 1 in my career as a professional marketer, 7-Eleven has held a special place in my heart. For starters, it is an enduring success story from my hometown and has been a strong influence on my first mentor. I’ve spent many marketing years helping clients court and work with the world’s largest convenience-store chain. Its most lasting imprint on me has to be three magical words that proved value beyond the impulse environment that forged them, helping me understand product introductions and prioritize the ‘What’s in It for Me’ (WIIFM) across industries and stakeholders within all purchase cycles.

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Topics: Authenticity

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