When it comes to corporate advertising, being unique creates a competitive advantage. See how these companies decided to be unique, resulting in “the best ad ever.”


According to Michael Porter, competing effectively means providing some customers with unique value, where “unique” means not offered by competitors and “value” means of worth to some customers. To do that, a company must design its set of activities in a unique way as well, or it will be imitated quickly and its uniqueness will evaporate.

Part of the activity chain, and therefore part of competing, is a company’s message delivered via its advertising. Many advertising agencies just spit out commoditized ads. (Where’s their unique value?) Once a year, in honor of the Super Bowl delirium, they try to be funny. The goal isn’t unique and the formula isn’t unique. Film a cute dog or a cute toddler or a cute dog with a cute toddler, and you have it. The cuteness and humor needn’t have anything to do with the other activities of, say, Budweiser or Pepsi. Or with sales, as Darth Vader can testify against VW. So, the activity chain is not internally very consistent.

They can all learn from Las Vegas and Cirque du Soleil.

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Search engine optimization (SEO) is the go-to business strategy for companies to attract people using sites like Google. Ranking number one on search engines is a competitive advantage, but can it happen without twisting both words and marketing strategy?


“I don’t read the script. The script reads me.”

(a movie character played by Robert Downey, Jr.)

The first person to read this essay will be a machine. The machine will impudently, implacably, and insistently insert itself between you, human reader, and me, human writer.

Human writers who want to reach human readers need a strategy. That strategy must use a special language to pander to the machine. It is called SEO: search engine optimization. It is a dreadful language. It relies on keywords, i.e., words for which humans might search the Internet. It requires that I make heavy use of key phrases — I repeat, heavy use of key phrases — so that my essay appears particularly relevant, in the machine’s icy judgment, to those who are searching for those key phrases.

The more I please the machine with my heavy use of key phrases, the better my odds of reaching humans like you who want to know about heavy use of key phrases. On the other hand, the process of pleasing the machine with heavy use of key phrases makes my essay less attractive to you, due to its heavy use of key phrases. In other words, the way I help you find me might make you unhappy that you did.

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By Mark ChussilBen Gilad

In a recent episode of CBS’ legal drama “The Good Wife,” a client of the law firm at the center of the show faces a tough business decision. He is the CEO of a fictional “power drink” company and a 16-year-old girl has died after guzzling several of his company’s beverages. The family sues. The law firm repre­senting the company offers to settle for $800,000. The family’s lawyer demands $14 million.

The law firm’s senior partners recommend going to court. If the senior partners spoke decision trees instead of words, this is what they would say:

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