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Quality Isn't Good Enough to Differentiate Your Brand
If you are tempted to say "quality" helps differentiate your brand, think again. Do you know how many times I've heard people say "quality" is one of the distinguishing features of their company's product or service? Fact is, I really can't give you a number tallying the total.
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Does Your Marketing Message Align With Your Brand Positioning Strategy?
The best thing you can do to strengthen your brand is to develop a brand positioning strategy that differentiates it from competitors. *
And one of the worst things? Create an ad campaign or advertising message that doesn't align with that position.
Holding the Market Leader Position Swings on the Hinge of "IF"
Of all the ways to differentiate a brand, none is better than leadership. Leadership is its own credential. People naturally believe if you hold the market leader position, your product or service is better. The benefit of becoming a category leader goes well beyond bragging rights.
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Social Marketing ROI: July 2011 Update
In 2011 New Media Trends, I covered the trends we're seeing with Facebook and its climb to a billion members. According to its statistics page, the social network is now at 750 million plus members. One billion should be achieved by the end of 2011.
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Mobile App Versus Mobile Website?
It's finally arrived! The impact of mobile -- proclaimed since Y2K -- is now actually influencing marketing decisions.
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Breaking Positioning Principles -- Marketing Google+
Raise your hand if you think Google+ is Google's first attempt at a social network. OK, put all those hands down. Ever hear of Google Wave or Google Buzz? Not many have, so don't fret if you raised your hand.
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The Bare Essence of Brand Positioning Identity
I've noticed a trend lately toward minimalist brand communication on packaging.
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Choosing an Effective Positioning Slogan
Wisconsin-based privately held Johnsonville Sausage is a positioning winner. What does Johnsonville stand for? Sausage. What kind of sausage? All kinds. Breakfast, turkey, chicken, pork, beef, apple, garlic, brats, Italian, cheddar, maple, smoked, snack, and everything in between.
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Kodak -- Blindsided by the Digital Revolution
A decade ago, Interbrand ranked Kodak as the 16th most valuable brand in the world, worth $14. 8 billion. Its stock traded as high as $94 and the company employed 145,300 people worldwide.
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Chevy's Brand Positioning Attempt
It Sure is Deep in Here: Chevy is "retooling" and "reinvigorating" so that you'll be "resonating"
Apparently, brand positioning and resulting sales no longer matter in the automotive business. It's all about resonating. Recently, GM Chief Marketing Officer Joel Ewanick told the world that the time had come.
