Will GoPro Survive 2019

GoPro has become synonymous with action cameras particularly for the extreme sports community. Unfortunately for GoPro, the market they're in seems to be too small to sustain a public company and leadership has been unable …

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Dennis CrowleyComment
“The essence of strategy is …

… that you must set limits on what you’re trying to accomplish.”  --Michael Porter

Few products are introduced that revolutionize markets. Most often, products are introduced with only marginal differences from competitors. Many marketers focus on trying to win over the same customers who are already using a competitive brand by convincing them their product is “better.” In many cases, these marketers spend a great deal of time and money making the case for why consumers need to change…

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Targeted Positioning Strategy

Most new products find themselves competing in markets that are becoming more crowded and competitive, increasing the importance of brand positioning strategy. In many instances, an easily recognizable competitive advantage does not exist for these new products. In fact, at first glance, many customers may see these products as offering very little advantage (if any at all) …

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Targeted Positioning Strategy (Part-2)

In our last PositioningTip®, we identified the increased importance of differentiating brands when competing in crowded and competitive markets. We reviewed how, in these situations, brand teams have a tendency to move toward a broader, less narrowly-defined positioning strategy in an attempt to widen their field of opportunity. This less-descriptive positioning often leads to a less interesting—and frequently under performing—brand. While our last tip outlined one potential solution: strengthening the positioning by …

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Mature Brands Can Be Competitive Brands

At the end of last week, I was doing an interview for a marketing podcast. Near the end of the session, the interviewer asked an interesting question:

“When a potential client calls you, what is the main problem they call about?”

My mind quickly sorted through the hundreds of conversations I’ve had over the years and I came up with a list of three general areas …

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The Winning Zone

If you want your product, service or business to win in a competitive market, your positioning strategy had better be more than a soft definition of your target customer and a somewhat generic benefit they get when …

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Dennis CrowleyComment
Hyundai Makes Their Benefit Shine

Hyundai relied on the Super Bowl and Kevin Hart to make a new benefit of the Genesis shine. In a humorous parody of the angst that comes with a daughter's "first date" and the slogan "a dad's gotta do what a dad's gotta do," the commercial relies on humor to make the benefit of their car finder feature a key differentiator in …

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