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Marketers are innovative when it comes to product positioning. They have to be.

Marketers are innovative when it comes to product positioning. They have to be. Analyzing and selecting a positioning strategy can mean the difference between success and failure for a new or existing product.

Product endorsers have been an integral part of marketing for centuries. Popular music has become a major part of ad campaigns. Song selection coupled with a product endorser for a multiplatform campaign is a way to differentiate from other brands. Two recent examples include:

Caress’ Brazilian Exotic Oil Infusions upped the ante by using sexy Pussycat Doll, Nicole Scherzinger as endorser who also sang a “Brazilian-inspired reinterpretation” of Duran Duran’s Rio.
Then there is Unilever Sunsilk’s launch of a global brand campaign that features mega star Madonna and is the first of its kind using an artist of such stature to launch a global brand.


Create a new consumer product
Define your target market
Select a song and an endorser for your campaign and explain the rationale behind your choices.
Discuss your competition and how you’re both poised to compete and differentiate. (3 paragraphs total for the post)

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