Category: Strategic Marketing

  • 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.

  • 3M Brands Get Endorsement Right with Mike Holmes

    What is it about endorsements that make them such a tempting magical elixir for marketers and agencies? Read a mini case study of 3M brand endorsements with HGTV contractor Mike Holmes, and get five key pointers for your marketing endorsement decision-making process.

  • Engage Customers with “Content Marketing”

    Content marketing should be part of your marketing mix and deserves to be treated strategically because it can be a real difference-maker. Serena Software created an excellent five-part video episode series called “Doug Serena, CIO” to bring product benefits to life with its CIO targets.