We've talked about using different positioning platforms to differentiate your brand on many occasions and thought we'd take the occasion of the Super Bowl to point out a few ads that hit some of these platforms particularly well. This isn't an evaluation of the success or failure of the ad, just a review of …
Read MoreIn the super competitive truck/truck-like market, every brand is looking to carve out a unique space for themselves. Grabbing some ground that makes your nameplate different isn't easy and usually doesn't last very long. In this case …
Read MoreWhat if we told you that you could reach far more potential customers than you can reach with a Super Bowl ad for less money by going all digital. Emotionally, you’ll probably disagree even though your analytical side knows we’re right. Visible Measures found that the online video viewership of the 2014 Super Bowl was 5x larger than the TV audience …
Read MoreIn the world of positioning strategy, brands strive to separate themselves from competitors while creating interest from consumers in the products. Built from a long-standing marketing principle that consumers remember …
Read MoreThe marshmallow delights so popular around Easter have expanded …
Read MoreLike most of you, it is nearly impossible for us to escape the onslaught of fast-food commercials on television. A few weeks ago, for no particular reason, a Burger King commercial caught our attention. The focus of the commercial was to promote the relatively new Big King. It looked and sounded almost exactly the same as …
Read MoreI can’t remember the last time I’ve applauded a frozen food manufacturer for its marketing prowess …
Read More"15 minutes could save you 15% or more..."
Read MoreWe often find ourselves citing specific automotive manufacturers as excellent examples of brand positioning in that they imbue a strong …
Read MoreJohnnie Walker has earned its place on Interbrand’s Top 100 Brands list year after year and has grown to be the one of the most successful spirit brands in the world. However, only part of that success can be attributed to the quality of the liquid …
Read MoreTeams have a relatively general understanding of brand positioning and its role, but lack the depth of knowledge to allow them to fully utilize this asset in order to overcome complex challenges in their markets.
Read MoreLast year we met with hundreds of brand managers and market researchers to discuss brand positioning and one of the most common questions was “what do you think of repositioning?” A lot of electronic and traditional ink has been spent on this topic, but since the question keeps coming up …
Read MoreIn spirit of the holidays we thought that it would be nice to give something back to our readers-In addition to our 12 Days of Positioning blog series …
Read MoreAs busy marketers, we often quickly define our competitive set as the products or services that fall in our product's class. If you have been reading our Positioning Tips you already know to look outside of the products that are explicitly in the class to determine those that are part of the consideration set for your customers.
Generally, there are two approaches to identifying the competitive frame …
Read MoreIn 1962, Avis CEO Robert Townsend was desperate to find a way to make his ailing company profitable. The story goes that he spoke to employees to try and figure out how to “right the ship” and with the help of their ad agency, DDB, they penned the now famous and iconic tagline “We try harder”. At the time, it’s pretty certain that neither Townsend, DDB, nor Paula Green …
Read MoreAs we began thinking about the content for this tip we were looking to address the differences between a strongly positioned brand such as Dove Soap and one such as Apple. We can all identify the perceptions that these two brands hold with their customers, but we also recognize that each exists on a different plane …
Read MoreIf you are a marketer or brand manager, the idea of purposefully creating a brand probably seems obvious. An intuitive, almost second nature function required to successfully compete in today's environment. However, for every Intel and Lexus with a well crafted and executed brand strategy, there are dozens of brands that have developed deep connections with customers accidently …
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