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Internal Positioning Will Have a Staggering Impact on Your Brand
We tell our clients and prospects every day that their company's position is never some outlandish idea with little relation to who they are and what they're all about. It's really quite simple and, in fact, in the words of Jack Trout, it's almost always "obvious.
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Search: Still the Most Strategic Internet Marketing Tool
It's 2012 so surely we've moved past the humdrum of basic search. Search engine optimization (SEO) and pay per click (PPC) are yesterday's news when it comes to strategic Internet marketing, right?
If you judge by what everyone's discussing, then you'd be right.
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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Positioning Storytelling.
Is the advertising industry losing its way? The recent Wall Street Journal article about the Cannes Lions Festival of Creativity seems to point that the answer to that question is yes. Positioning storytelling is weak.
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Crisis positioning: Enhancing your image
A crisis can be the undoing of a company. Crisis positioning can also be handled professionally and soon forgotten. Rare is the crisis that actually enhances a company's reputation and position. Many PositionistView® readers remember the 1982 cyanide-in-the-Tylenol crisis.
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Trump Aside, HP's Problem Is Botched Brand Positioning
Ever since the second Republican debate, Trump has railed on rival Carly Fiorina, claiming "The Compaq computer deal," made when Fiorina was CEO of HP, "was one of the worst deals made in business history. " HP was guilty of botched brand positioning.
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Consumers Positioned to Rule in 2017: Marketing to consumers is vital
From advertisers’ perspective, capitalizing on Facebook might seem easy, but sound marketing plan still necessary
2017 is designated as the year of the consumer. Marketing to consumers is more important than ever. Go back a few decades and manufacturers ruled the roost.
Perception in marketing is reality
Brand can’t stand for two disparate ideas or dominate two categories. Perception in marketing will not allow it.
The decision not to allow your brand to stand for more than one cohesive idea is difficult, but not as difficult as actually sticking with the decision.
FedEx Brand Strategy: Packages and Positioning
FedEx brand strategy delivered results. Changes in industry, however, leave company searching for new winning tagline. FedEx founder Fred Smith wrote an economics paper while studying at Yale. The paper was about making an overnight delivery service more efficient by using the “hub and spokes” concept he conceived.
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Understanding your customer is key to differentiation
Only when we know what is motivating our prime prospect are we able to find our differentiating idea, our position. Business today is conducted in intensely competitive, technology-driven global marketplaces. Whether you are an international conglomerate or a local mom-and-pop shop, there is no sign of the intensity decreasing.
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