Tag archive for positioning - page 2

Pricing tip (thanks to Calvin Klein)

Pricing tip (thanks to Calvin Klein)

A wonderful and insightful story from Ingrid Sischy’s portrait of Calvin Klein in the latest Vanity Fair. Apparently as a child, Klein used to visit his dad’s grocery store. He noticed that there were grapefruits in two different bins – one lot priced at 29c…

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How to price your services

How to price your services

There’s a wonderful story in Ingrid Sischy’s Vanity Fair portrait of Calvin Klein. As a child, Klein used to visit his dad’s grocery store. He noticed that there were grapefruits in two different bins – one lot priced at 29c a pound and one lot…

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Know what you do best

Know what you do best

When you want a great pizza you go to the best pizza parlor. When you want a good steak you know where to go. That great steak and the great pizza are certainly not found in the same place. Your clients view you the same…

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Your brand is …

Your brand is …

Your brand is the result of 1000 small gestures. I met recently with the head of a company who told me how their brand had been blue and yellow, but last year they changed it to blue and brown. “Blue and yellow” is probably not…

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Selling Statement for a film director

Selling Statement for a film director

This talented film director had left a career making TV commercials to write and direct a Feature Film (which incidentally had some very big stars in it – we were impressed!) and to shoot TV shows. Now he wanted to find a new balance in…

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Pollock Spark works…

Pollock Spark works…

…For a successful 22 yr old animation company. Under new ownership, this company wanted to know where it stood in the marketplace, how it was perceived by its advertising agency clients and what it needed to do to reach new levels of success. Pollock Spark…

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Green Clutter or Social Awareness

Green Clutter or Social Awareness

Most US consumers think of themselves as environmentally friendly, according to an Environmental Leader article citing BBMG’s “Conscious Consumer Report.” In addition to being eco-friendly, nearly nine in 10 US respondents self-identified themselves either as “conscious consumers” or “socially responsible.” That contrasts with respondents who…

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Barry Diller’s Mouthfuls

Barry Diller’s Mouthfuls

Barry Diller, recently the nation’s highest paid executive, is breaking up hisIAC/InterActiveCorp. “While we have created a lot of value,” Mr Diller said, “I have always believed that our complexity and many mouthfuls of sentences to explain who we are and what our strategy is…

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Message and positioning are a natural fit

Message and positioning are a natural fit

The pollock|spark team created a positioning and message for The Cooke Center (on behalf of The Cyrano Project.) Here is what the happy client said: “Working with (them) was a pleasure. They did not come in and impose their vision, but helped us to articulate…

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