PositionistView
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.
Effective Advertising: Big question is whether to entertain or inform
Every ad person wrestles with the conundrum whether effective advertising should focus more on entertaining or more on informing.
Differentiation in Business: A marketing lesson from Mickey Mouse
Winning brands are desirably different in consumers’ minds. Differentiation in business is what helps them win.
AI-Powered Marketing Offers One-to-One Personalization
Brand Reinvention: Reinvent or die
What do you do when even a good coat of polish doesn’t make your shoes shine anymore?
