Posts tagged POSITIONING
“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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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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Copycat Strategy

Like 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 …

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Perceptual Extension

As 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 …

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A Purposeful Brand

If 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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