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Determining the Best Social Media Positioning Strategies

Innis Maggiore attended three weeks of Facebook Bootcamp this past fall in search of the best social media positioning tips. Most of our associates attended the six-webinar series.

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Repositioning: Push Brand Relevance to Rev Up Your Position

Building a strong brand is not easy. Few do it. It takes the right strategy for differentiation plus factors of focus and commitment as measured by time and money. Sometimes, repositioning is needed. Conventional positioning wisdom contends that getting to the top is harder than staying on top.

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FedEx's Strategic Positioning Concept Absolutely, Positively Disrupted

FedEx founder Fred Smith wrote an economics paper while at Yale. The paper was about his idea to make an overnight delivery service more efficient by using the "hub and spokes" concept. His professor told him that it would never work and gave poor Fred a C.

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Brand Meaning: Can a Brand Change Its Spots?

Famed Apple Stores leader and Silicon Valley wunderkind Ron Johnson thought so. He swept in as JC Penney's new CEO with celebratory bravado. He promised to change the stodgy brand meaning to a younger, hipper and more upscale image. Seventeen months later, JC Penney's board fired him.

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Social Media Communication: Social Is Anything But

It is said social media has changed communication. It hasn't. Communication is the same as it always has been. Message. Sender. Receiver. Social media's problem is the receiver. Most times there isn't one.

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Can Volvo be the Safe Luxury Car?

A little history first: Do you remember when Volvo was shaped like a tank and even drove like one? It was engineered tough and reliable. The controls on the dashboard were few. It was all about safety. Decision making throughout the organization was filtered first through the safety lens.

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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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Pick Super Bowl Ads Like the Pros

Eighty percent of Super Bowl ads don't sell. That's according to a new study by the research firm Communicus. And, article after article, like Advertising Age's most recent one titled, "Under Review: Is Super Bowl Worth $4 million?" (January 21, 2014) jam the pundit backstory to the big game.

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The Tale of Two Conglomerates

In talks I deliver on the topic of positioning, I often make an offer that elicits a great response from the audience.

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Please Pass the ... All-Purpose Sauce?

Quick! What's A. 1. ? (You answered, "Steak sauce. ")

Quick! Name a steak sauce. (You said, "A. 1. ")

Positioning marketing theory calls this "equivalence. " Steak sauce is A. 1. ; and A. 1. is steak sauce.

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