The Marketing Calculator Blog

ProRelevant's Blog on Marketing Strategy, Tactics and Research

Repositioning Strategy for IHOB

For a 60-year-old company based on one principal product—pancakes—to rebrand itself took marketing guts. Social media buzzed when the International House of Pancakes (the long-recognized IHOP) tweeted that a big change was coming, based on one letter (“B”) they teased...

read more

Social Media Buzzes About IHOB

But will it have long-term power?   When the International House of Pancakes (IHOP) tweeted a teaser acronym (IHOB) last month, it set off a guessing game about what the “B” could stand for. Turns out the 60-year-old chain is renaming itself the International House of...

read more

Marketing Takes More Than 6 Seconds

Opinions are forming as to the effectiveness of 6-second television commercials. The jury is still out, but according to this article on MediaPost, don’t count on 6-second commercials to get your message across. With most viewers avoiding commercials by...

read more

Brands Miss Profit by Not Optimizing Media Budgets

A recent Ebiquity study found brands could improve their marketing ROI by 4% if they reallocated spend from outdoor, press and digital display to TV, radio and digital video. It stated that brands are missing a potential of $45 billion in profit by not optimizing...

read more

Why Innovation Fails—and How to Prevent It

It may be human nature to focus on success, rather than failure, yet we can learn from both. Most companies look to successful businesses and booming upstarts for innovative ideas. This “survivor bias” means that only the winners are tracked; thus, the data is...

read more

Marketers have the daunting task of predicting and understanding consumer behavior.

The Marketing Calculator Blog helps marketers stay ahead of the curve.

Subscribe to Blog via Email

Enter your email address to subscribe to this blog and receive notifications of new posts by email.


Interested in ‘Marketing Machine’ by Guy Powell?

* indicates required