Gatorade’s High-Tech, Sweat-Reading Vending Machine Delivers Brand Positioning

For the Gatorade marketing team, the old adage “never let them see you sweat” does not apply.

Quite the opposite.

Credit: Gatorade.

Credit: Gatorade.

The Gatorade brand is all about sweat and countering its effects on the body. For the past three years, Gatorade has activated marketing around the “sweat it to get it” idea.

Now, Gatorade’s team in India has evolved the idea with a high-tech vending machine that dispenses free bottles of Gatorade to workout warriors. It’s technology powered marketing that delivers positioning and product benefits in a fun, content-friendly activity that’s well-suited for social media and mobile Internet sharing. Continue reading

Stories Make a Difference – Expert’s 6 Points for Great Storytelling

“Stories create connections that are emotional and inspiring.”

That’s what Kristian Aloma reminded an audience of marketers at a recent MENG (Marketing Executives Networking Group) event in New Jersey.

Kristian Aloma. Credit: Brandtrust.

Kristian Aloma. Credit: Brandtrust.

Mr. Aloma is the Client Partner, Group Director of Client Service at Brandtrust. “He’s been pivotal in building Brandtrust’s storytelling services and training sessions, which are extremely popular among clients looking to more effectively influence their customers and organizations.”

An important reason for business communicators to use stories is that “presenting a story helps everyone understand the same point.”

In his New Jersey presentation, Aloma offered “how to” pointers and demonstration examples for telling effective stories in the business world and beyond. He also challenged the group by stating that the “best storytellers win.”


6 Points for Great Storytelling Continue reading

Bold Marketing: Travel Website Dares Customers with DNA Testing

The next time you’re facing a challenge that doesn’t have an obvious marketing answer, remember travel company momondo.

They came up with a terrific idea that wasn’t in any typical marketing playbook.

Credit: momondo

Credit: momondo

momondo partnered with an ancestry DNA testing service and created a poignant, emotional, and riveting video about people finding out who they really are – with surprise results, of course.

The powerful marketing idea? People will want to explore and learn more about their true ancestry and heritage. Continue reading