Author: Harvey Chimoff
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Arrow Electronics Uses NCAA Hoops to Rollout B2B Corporate Branding
Arrow Electronics has invested in a major B2B corporate branding campaign with an attention-getting idea called The Innovator’s Club. The marketing initiative began with Final Four TV commercials.
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How to Get Rid of Innovation-itis
Companies struggle and even become disillusioned with innovation because of the wrong expectations. How Elkay and Louisville Slugger moved the needle with non-transformational innovation.
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Ace Hardware Aims to Win with “The Help”
A new marketing campaign from Ace Hardware builds from a simple positioning – “Getting help at Ace is like going to your neighbor” – and is effectively communicated in new TV commercials.
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