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 …
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 …
Read MoreMost people rush to think of value in terms of price and quality. Those terms go hand-in-hand, moving on an incremental scale from low cost, low quality all the way up to high cost, high quality. Many products work in the middle of the scale …
Read MoreWhile this tip may get a lot more interest if we evaluate the pros and cons of female and male beach bodies and their importance in underwear promotion, we’re talking about the far less exciting, but more financially important, topic of how brand teams communicate with their agencies
Read MoreBoats and brands are more similar than you might imagine. They are both faced with navigational challenges, forced to weather storms, and unable to guide themselves. As a boat needs a good crew to succeed, so too does a brand.
Read MoreNot long ago I read with great interest an article by David Aaker in which Mr. Aaker discussed the strategic differences between preference-based marketing and relevance-based marketing. The idea behind these two strategic directions and their potential impact on brand success is anything but trivial.
Read MoreNo one can argue with the success of Southwest Airlines. When you first look at this brand it is easy to tag it with the label of discount carrier, but upon closer inspection, Southwest is so much more than that.
Read MoreOne of the most difficult questions a brand manager needs to answer when considering how to position their product is “who should the target customer be?” On the surface this seems like a pretty simple question, but in reality it is far more difficult to answer
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