How Pepsi Is Making Its Brand Addictive (Without Cocaine)

"The Pepsi Challenge is back, with a twist" reports the New York Times. But I think it's more of a much-needed update than a "twist."

 

The 1975 Pepsi Challenge is perhaps the most iconic representation of what marketing used to be.

At shopping malls across america, the company ran blind taste tests against Coke. Pepsi won, of course, and used it as marketing leverage for the next decade. Despite results, Coke continued to dominate the market. But how could that be? Pepsi had scientifically proven it was a better product.

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Why Your Hospital Website Needs Treatment Programs

If you’re a hospital digital marketer, you need to be creating online treatment programs. Here are 5 reasons why.

Car websites have cars. Zappos has shoes and product videos. Apple has shiny gadgets beautifully photographed. Amazon has photos of products, the ability to look inside the pages of books and user feedback. Lots and lots of user feedback.

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The Missing Ingredient in B2B Marketing Is Not What You Think

In todays overcrowded and commoditized B2B marketplace, brands are finding it increasingly harder to break through the clutter and get their messages heard.  B2B brands are trying to edge each other out by pushing and pulling messaging out to rational business decision makers and speaking loudly about their business value. 

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Capture Your Audience’s Undivided Attention with Flow Theory

Have you ever been online researching a topic for work and then somehow 30 minutes fly by and you’re deep into a far-flung article, two or three times removed from the original topic? There is a scientific term for it: 

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Stand apart from today’s massive content glut with Addictive Experience

Gone are the Mad Men days of consumers dutifully eating up marketing messages served to them on a silver platter. Today’s consumer is in the driver’s seat. But the real challenge for marketers is how to navigate consumers in the right direction and willingly engage with their brand. 

This is especially difficult when the road is littered with distractions that, ironically, we created? In Don Draper’s day, the average consumer saw 500 ads a day. Today, that number is as high as 5,000 with no shortage of boilerplate info-graphics, whitepapers, blogs, videos and microsites vying for consumers’ attention. Couple that with a serious case of device ADD and complex B2B messages – it’s no wonder that today’s marketer has trouble making connections that translate into real business value. 

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