category killing politicians

I recently heard a national press club address on the ABC, in which one of the subjects addressed was the image of politicians and politics in Australia and more broadly, around the world. The speaker highlighted a conversation that he’d had some months previously with the marketing manager of Burger King in the United States. […]

I recently heard a national press club address on the ABC, in which one of the subjects addressed was the image of politicians and politics in Australia and more broadly, around the world. The speaker highlighted a conversation that he’d had some months previously with the marketing manager of Burger King in the United States. During the course of that conversation, they discussed the fact that Burger King was still number 2 and the speaker asked the marketing manager of Burger King why they had never used “anti McDonalds” advertising or “negative” advertising in their campaign to become number 1. The marketing manager responded by saying that “negative” advertising is in his mind akin to “category killing” advertising. In other words, if Burger King were to become overly critical of McDonalds, the chances are they would do as much damage to the category, fast food, as they would to McDonalds.…

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Five Tips For Reducing
The Cost Of Branding.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

1. Get out of the boardroom.

Perhaps the two most concerning issues about branding are the lack of understanding about what brand and branding are and the propensity to develop brands in the boardroom, perhaps with the help of a consultant.....

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