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.
Papa John’s had brand positioning, but didn’t know it until a chance conversation. Positioning and Papa Johns go way back.
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.
Anyone who has been lost at Chicago’s O’Hare International Airport knows the secret to effective marketing.
Every ad person wrestles with the conundrum whether effective advertising should focus more on entertaining or more on informing.
Winning brands are desirably different in consumers’ minds. Differentiation in business is what helps them win.
Like scientists, many business folks have a deep-rooted belief that if they have all the information — all the data — they’ll be able to come up with the precise solution.
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