Nike advertising revolves around a single, universal emotion that is felt the same by …
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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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After months and months of negative pressure on the brand due to the well publicized food borne illnesses, some genius …
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If 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 …
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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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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 …
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In 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 …
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What 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 …
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In 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 …
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The marshmallow delights so popular around Easter have expanded …
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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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I can’t remember the last time I’ve applauded a frozen food manufacturer for its marketing prowess …
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"15 minutes could save you 15% or more..."
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We often find ourselves citing specific automotive manufacturers as excellent examples of brand positioning in that they imbue a strong …
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Johnnie 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 …
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Teams 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.
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Last 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 …
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