What grabbed the world’s attention a few weeks back?
The epic boxing showdown between the legendary Mike Tyson and YouTuber-turned-professional boxer, Jake Paul.
With a staggering 31-year age gap—the largest in professional boxing history—it was more than just a fight. It was a masterclass in grabbing attention and making bank.
In this edition (#30) of Vik’s M.I.X (Marketing Insights Exchange), we’re diving into the genius behind this money-making spectacle.
Plus, with the holiday season around the corner, I couldn’t ignore how companies ace their holiday marketing strategies.
And to wrap it up, we’ll talk about one of the most misunderstood yet crucial elements of marketing—positioning. Why it’s vital, and why it must evolve.
Here’s what I’ve lined up for you:
Tyson vs. Paul: Clash for Cash
Nailing Holiday Marketing
Evolving Positioning Wins
Let’s dive in!
Tyson vs. Paul: Clash for Cash
Boxing has always been more than just a sport.
It’s a stage where rivalries become legends, and punches carry the weight of personal stories and public views.
But in a world, where TikToks can outshine titles, the Tyson-Paul fight wasn’t just a match; it was a cultural phenomenon.
A fusion of old-school grit and modern-day hustle, it reminded us that the real fight isn’t just in the ring—it’s for attention, relevance, and, of course, dollars.
A Night to Remember
Picture this: over 70,000 people packed into AT&T Stadium in Texas.
Ringside tickets sold for as much as $2 million. Millions more tuned in on Netflix.
The event wasn’t just a boxing match; it was a spectacle. A mix of the old-school grit of Mike Tyson and the internet swagger of Jake Paul made it feel like a movie you couldn’t look away from.
The Money Game
Jake Paul: Love him or hate him, this guy knows how to hustle. With his army of social media followers, he’s turned fights into major paydays.
His previous match with Ben Askren raked in $75 million. Tyson’s name attached? The stakes (and cash) went through the roof.
Mike Tyson: The man is a legend. His return to the ring after 19 years brought fans running. Nostalgia isn’t just a feeling; it’s a goldmine. Tyson brought the credibility, the history, and the drama.
Lessons in Marketing
So, how did this fight grab the world’s attention? Here’s what they nailed:
Tell a Story: Tyson, the iconic champ, facing Paul, the loudmouthed influencer. The clash of generations was irresistible. Stories stick. They’re what make people care.
Social Media Works: Jake Paul’s tweets, training videos, and trash talk had fans buzzing for weeks. Tyson’s quieter but powerful presence added balance. Want to market anything? Keep showing up online—and keep it interesting.
Controversy Sells: Tyson slapping Paul during their faceoff went viral in minutes. Controversy is like salt—a little adds flavor, too much ruins the dish. They got it just right.
Collaboration Pays Off: Partnering with Netflix wasn’t just smart; it was genius. The fight went global instantly. Partnerships can open doors you can’t on your own.
Merch Matters: Fans didn’t just watch; they bought. Gloves, shirts, posters—all flying off the shelves. A good event creates moments people want to own.
Why It All Worked
At its core, this wasn’t just a fight. It was a well-oiled machine designed to entertain, provoke, and profit. And the real genius? They kept us talking after the final bell. Highlights, behind-the-scenes clips, and endless memes turned one night into a long-term buzz.
They leveraged power marketing psychology in the best way possible: tell a great story, engage your audience, and leave them wanting more.
Because in the end, it’s not just about getting the attention. It’s about staying unforgettable.
Nailing Holiday Marketing
Holidays and more holidays.
Soon people are going to be in a full holiday mood for Christmas and New Year.
B2B companies have to be really creative, festive, and memorable too— to make the best use of this time.
Let’s dive into a few standout examples of the campaigns showing how adding value, a little heart, and some fun can make your brand stand out.
1. Salesforce – "Giving the Gift of Content"
Salesforce skipped the sales pitch and went full-on helpful. They rolled out guides and tools to help businesses navigate holiday marketing challenges. No fluff, just practical advice.
Takeaway: People appreciate brands that’re there to help, not just sell. Can you offer something genuinely useful this season? Maybe a free resource or some timely advice?
2. Attentive – "Totally Rad Reboot"
Attentive’s campaign screamed ‘90s nostalgia. Think old-school desktop vibes, AOL pop-ups, and retro tunes. It was like stepping into a time machine.
Takeaway: Nostalgia hits hard. Can you tap into your audience’s fond memories to grab attention? A fresh twist on an old favorite could be just the thing.
3. EF Education First – "Plays It Safe Together"
During the pandemic, EF Education went with a heartfelt video about staying safe while staying connected. No flashy ads, just a sincere focus on community.
Takeaway: Authenticity wins. What’s the message your audience needs to hear right now? Speak to their hearts, not just their wallets.
4. Google My Business – Practical Holiday Emails
Google kept it simple. They sent businesses a reminder: "Update your holiday hours." No fancy graphics, just helpful advice when it was needed most.
Takeaway: Sometimes, less is more. Can you simplify your messaging to deliver exactly what your audience needs without the frills?
5. SnapApp – Winter Webinar
SnapApp ditched the holiday buzzwords and hosted a winter-themed webinar. They kept the vibe seasonal but neutral, inviting a broader audience.
Takeaway: Seasonal doesn’t have to mean Christmas trees and snowflakes. How can you tie your content to the holidays without alienating anyone?
6. Opensense – Animated Holiday Ads
Opensense created warm, cheerful banner ads that wished their audience well. Simple, human, and full of holiday vibes.
Takeaway: A little warmth goes a long way. Can you create something small but meaningful that leaves a positive impression?
Holiday marketing doesn’t have to be over-the-top. These campaigns worked because they put people first—whether that meant being helpful, nostalgic, heartfelt, or just plain thoughtful.
So, what’s your holiday game plan? Give a little. Share a little. And maybe, just maybe, create something unforgettable.
Evolving Positioning Wins
Positioning isn’t just some fancy marketing concept—it’s how people see your business.
And why does it matter? If your customers don’t “get” what you do or why you matter, they’ll move on. Simple as that.
The world changes fast. Your audience changes. Your competitors change. And if your positioning doesn’t evolve? Well, you get left in the dust.
The best B2B companies out there have figured this out. They don’t just slap on a tagline and call it a day. They listen, adapt, and shift their positioning to connect better with their market.
Let me show you how some big names got it right. These are stories of reinvention—where companies stopped talking about what they do and started showing people why it matters.
1. Intel: From Chips to Chill
Before: “Intel Inside” Intel’s original focus? Solid, reliable processors. Important, but not exactly exciting.
After: “Do something wonderful” Intel shifted the spotlight from specs to the possibilities their tech enables. It’s not just about the chip anymore—it’s about creating moments of magic.
The Impact: This move helped Intel resonate with users who care less about the nitty-gritty and more about how tech improves their lives.
2. IBM: The Big Thinker Gets Collaborative
Before: “Think” IBM once prided itself on being the ultimate symbol of reliability and brains.
After: “Let’s create something that will change everything.” Now, IBM’s all about collaboration and tackling big challenges. They’ve positioned themselves as partners in innovation, not just problem-solvers.
The Impact: By embracing purpose-driven innovation, IBM stays top-of-mind for businesses aiming to change the game.
3. Cisco: Building Bridges, Not Just Networks
Before: “The network. Intuitive.” Cisco’s message used to be all about connection—great for the tech world, but not exactly inspiring for a wider audience.
After: “Powering an Inclusive Future for All.” Cisco reimagined itself as more than a hardware provider. Now, they’re champions of digital transformation and progress.
The Impact: This pivot opened new doors in software, cloud services, and beyond, solidifying Cisco’s role as a tech visionary.
4. Adobe: From Tools to Creative Freedom
Before: “Better by Adobe.” Adobe’s earlier messaging leaned heavily on its technical prowess and reliability—a solid pitch for designers, but it lacked imagination.
After: “Creativity for all.” Adobe redefined its brand as an enabler of creativity, empowering everyone from professionals to hobbyists to bring their ideas to life.
The Impact: This shift expanded Adobe’s appeal, making it synonymous with creativity and innovation across industries.
5. Salesforce: From Features to Feelings
Before: “The Customer Success Platform” Salesforce used to focus on the functionality of its CRM tools.
After: “We build bridges between companies and customers.” Now, Salesforce highlights its role in fostering relationships and driving meaningful connections between businesses and their clients.
The Impact: This approach made Salesforce a leader not just in CRM but in creating customer-centric businesses.
Positioning isn’t a one-and-done deal. These companies prove that tweaking your message isn’t about looking trendy; it’s about staying relevant and making people care.
So, ask yourself: Does your positioning make people stop, think, and want to know more? Or is it just another thing they scroll past?
Well, that’s the wrap for edition #30 of the Viks M.I.X (Marketing. Insights. Exchange) newsletter.
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Appreciate you spending your time here!
If we haven’t met, my name is Vikramsinh Ghatge.
I help B2B companies use the most effective marketing strategies to grow and expand without spending an arm and a leg.
I’ve spent over a decade setting up marketing systems—from content creation to building lead pipelines and driving demand generation. Now, I’m excited to integrate AI to enhance our collaboration, aiming to share richer insights and foster creative synergy.
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