Brand Positioning

This category contains 9 posts

People of Ad Tech: 20nine CEO Greg Ricciardi

20nine President and CEO Greg Ricciardi tells WIT Strategy Partner Bill Brazell that many ad-tech companies focus so intently on their technology that they forget they’re selling to humans. Ricciardi says it’s not about the quality of your technology — it’s about the benefits you can provide for your customers. Music: “Morning Rays” by Jim… Continue reading »

Goodbye, Blockbuster.  Hello, Franchise Approach.

By: Amanda Fiore As the healthcare industry changes year over year, pharmaceutical companies must adapt to the ebb and flow. We have said goodbye to the “Age of the Blockbuster,” when high revenue-generating drugs took priority, bringing in at least $1 billion annually singlehandedly. Pharmaceutical companies typically launched one to two of these blockbuster drugs… Continue reading »

People of Ad Tech: ThinkVine CGO Matt Nitzberg

ThinkVine Chief Growth Officer Matt Nitzberg tells WIT Strategy Partner Bill Brazell that, as Matt recommended in a recent AdExchanger column, brands should be careful to avoid making the mistakes some made when online advertising began. Rather than focus on low CPMs, Nitzberg argues, brands should prioritize the effectiveness of their marketing dollars. Music: “Morning… Continue reading »

Why Color Choice Can Impact Ad Performance

By John Weisgerber, SVP Sales, GumGum Your color choices can have a huge impact on campaign performance because 85 percent of people cite color as the main reason why they buy a particular product. There are longstanding theories in advertising and branding that specific colors connote universal feelings and emotions, and elicit specific behaviors. When… Continue reading »

People of Ad Tech: STRV CRO David Calabrese

In a recent column for The Drum, STRV Chief Revenue Officer David Calabrese outlined three things that agencies are doing wrong when it comes to mobile. Calabrese explains to WIT Strategy Partner Bill Brazell that because there’s so little margin in mobile, agencies tend to neglect it. Brands need to make sure that their agencies… Continue reading »

People of Ad Tech: MediaVillage Publisher Jack Myers

MediaVillage Publisher and MyersBizNet Chairman Jack Myers tells WIT Strategy Partner Bill Brazell that MediaVillage has been publishing 50 pieces of thought leadership per week in the run-up to its official launch in a couple of weeks, by writers such as Stuart Elliott and Charlene Weisler. At the same time, Myers is preparing to publish… Continue reading »

People of Ad Tech: Q Digital CEO Scott Gatz

Q Digital CEO Scott Gatz tells WIT Strategy Partner Bill Brazell that 70% of America’s 16 million LGBTQ adults would pay a premium to support a brand that supports them. He says Lexus and Marriott are among the brands doing it right. Gatz notes that the threat of backlash from those who might boycott brands… Continue reading »

People of Ad Tech: trueffect CEO Alex Yoder

Trueffect CEO Alex Yoder tells WIT Strategy Partner Bill Brazell that brands are now able to use data to avoid reaching consumers in ways that may be unhelpful or even unnerving. By capturing customer identification, trueffect determines the best way for a brand to interact, and serves content appropriate to that brand. Brands can now… Continue reading »

Evolve Media’s Geoff Schiller on the Evolution of Digital Media Publishing

Geoff Schiller is the newly appointed Chief Revenue Officer at Evolve Media, an integrated digital media company that focuses on publishing, with the simple mission to deliver Content, Context, and Creative at Scale. Schiller has previous experience at Hearst Digital Media, People Magazine and USAToday in advertising sales. The Makegood recently spoke with Geoff about… Continue reading »

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