Tagged with: Brand Positioning
Not too long ago, the popular advertising strategy was to promote product features like low calories, shavers with pivot heads and toothpaste that removes stains.
In the 1970s, Jack Trout and Al Ries first coined the term “positioning” for use in the field of marketing.
Papa John’s had brand positioning, but didn’t know it until a chance conversation. Positioning and Papa Johns go way back.
Dunkin’ Donuts is planning to change its name to Dunkin’. The move is the latest example of corporate repositioning to make news that mainstream media will report.
When investing in a company, Warren Buffett looks for those who are building an “economic moat.”
In spite of the fact that tests showed the new formula tasted better than old Coke, customers believed otherwise.
The fortunes of JCPenney in recent years have ebbed and flowed (ebbed, mostly) in a manner that has become a textbook case about the folly of reinventing a brand with...