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Yo Ho! Pirate Ship weighs anchor with brand distinction in a sea of sameness
Not long ago, I got an email from LinkedIn with a digest of “Top job picks for you. ” I’ve been at Innis Maggiore for over two decades and am not in the market to change that, but the first listing caught my eye.
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Mastering Brand Recognition Strategy: Coca-Cola “Pops” Into the New Soda Craze
There’s Poppi, Popwell, Olipop, Culture Pop, and now Simply Pop.
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Progressive's Brand Identity: In or Out?
Remember the 1997 movie called In and Out? It starred Kevin Kline as Howard Brackett, a Midwestern high school teacher who questioned his sexual identity after being pronounced gay on national TV by an Academy Award-winning former student.
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What is Positioning in Marketing? Why it's the CEO's Number One Role.
For so many years, CEOs have focused on doing things better. For a long time, this approach worked. However, a problem has surfaced over recent years as we realize that this approach is simply not working anymore.
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Ford Finds Success Marketing In A Down Economy
Who said marketing in a down economy was tough?
Despite being in a down economy, Ford Motor Co. enjoyed four consecutive months of growing market share through January 2009.
Repositioning The Competition
Click here to play video. "Repositioning" in a Time of Competition, Crisis, and Change
On April 29, nearly five hundred business and marketing executives gathered at the John S.
Repositioning with Crisis Communication
Click here to play video. "Repositioning" in a Time of Competition, Crisis Communication, and Change
On April 29, nearly five hundred business and marketing executives gathered at the John S.
Messaging Strategy: The Cute v. Clever Debate
It's a messaging strategy debate that rages wherever writers write or designers design. It's an issue that can boil the polar ice caps - and the gap between the two sides can be as big as the thousands of miles between our North and South poles.
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How Positioning Aligns With Search Engine Optimization
One of the principles of positioning is that there is a specific universe who cares about your difference. Not the entire universe, but a group carved out where your difference is high value and meaningful. Many experts call this focus. Some call it a purple cow.
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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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