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Strategic Leadership: CEOs must define, promote differentiation
The foundation for effective strategic leadership is thinking through your organization’s difference, defining it and establishing it, clearly and visibly. For so many years, CEOs have focused on doing things better. Today, however, we realize this approach no longer is enough.
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Repositioning, Positioning's Twin Concept. Its Emergence Is Timely.
Positioning has become the most powerful concept in marketing. Positioning has a twin concept that has received little attention. In Jack Trout's latest book, Repositioning, released in October 2009, this twin concept is finally emerging into the light of the marketplace.
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‘New Coke’ Failure: Why decision was too far out to swallow
In spite of the fact that tests showed the new formula tasted better than old Coke, customers believed otherwise. The New Coke failure happened because Coke tried to be something it wasn't.
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Century-old book speaks to 2016 business challenges, positioning strategy
Solutions, when found, will be simple and obvious — but only in retrospect.
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It’s a dog-eat-dog world: the rise of challenger brand advertising
There have always been brands like McDonalds, Nike, and Amazon, that dominate the headspace of consumers. Despite massive control of their respective markets, this shield isn’t entirely impenetrable. Challenger brand advertising has historically found gaps in their armor by bringing attention to consumer desires left unsatisfied.
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Differentiate or Die by AI
One of Jack Trout’s most popular works – Differentiate or Die – was published in 2000, just after the Y2K “scare. ” The technology bubble was about to burst, and changes to our way of living and thinking due to the 9/11 disaster were just around the corner.
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It's Time to Trust the Cloud
For years, you’ve heard the term “the cloud. ” Some people trust it. But many don’t. Small- and mid-size business owners are often skeptical of the cloud. Those who leverage the cloud understand its power and advantages — many to the point of having a cloud marketing strategy.
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It's the Brands, Stupid.
It appears Sears shoppers can be members. Eddie Lampert, Sears Holdings' chairman and CEO, told us so in a letter attached to the company's recent results. The letter says his membership program is "continuing to gain traction with our members as members engage in all aspects of our program.
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Seven ways to win in a commodity market
Many of the more than 5 million businesses in the United States compete as commodities hamstrung by not understanding how to grow and thrive. On the monopoly-to-commodity continuum, the closer one is to the commodity side, the more price becomes a key factor.
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Merging Data and Creative: Path to head goes through heart
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. We want to believe things don’t happen by chance.
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