PositionistView
Your brand DNA sets the course
The end of another year is a good time to reflect and work on your business rather than in your business.
Positioning in Digital Marketing: Start with positioning to win online search
In the 1970s, Jack Trout and Al Ries first coined the term “positioning” for use in the field of marketing.
Lots to learn from the hedgehog and the fox
To understand the spiny hedgehog and the sly silver fox, we must go back nearly three millennia.
Forging strategy for strengthening Stark County
An important report about recommendations for strengthening Stark County has huge ramifications for those of us who live, work and play here.
Walking line between corporate social responsibility, social division
We care more today about supporting companies whose values are aligned with our values. Corporate social responsibility is important.
Southwest Airlines Value Proposition Soars on Low-Price Strategy
The Southwest Airlines value proposition is a great example of aligning business strategy with the brand positioning idea. Southwest founder and CEO Herb Kelleher knew in his head and his heart that his airline could own the position of “low price” in his category.
Positioning and Papa John's: Backstory of how positioning propelled pizza giant
Papa John’s had brand positioning, but didn’t know it until a chance conversation. Positioning and Papa Johns go way back.
Building a Brand: Differentiate, strategize, target and shout from rooftops
Have you found your brand’s positioning idea? Southwest Airlines is low cost. FedEx is overnight delivery. Volvo is safety. When building a brand, you must differentiate.
Southwest Airlines: Aligning business strategy to brand positioning
Anyone who has been lost at Chicago’s O’Hare International Airport knows the secret to effective marketing.
Test, learn, tweak to formulate business strategy
Learning to write and solve equations is the foundation of formal education for many of us.
