After months and months of negative pressure on the brand due to the well publicized food borne illnesses, some genius …
Read MoreIf you’re like many Americans, you’ve been scouring the Internet for sources of the best—and worst—Super Bowl commercials and found dozens of articles and opinions. At Brand Engineers, we wanted to shed a different light on some of the commercials that …
Read MoreHyundai 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 …
Read MoreWe'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 …
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