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Your brand DNA sets the course
The end of another year is a good time to reflect and work on your business rather than in your business.
Your business deserves the attention and a good place to start is inside your company.
There are two kinds of companies: product-focused and customer-focused.
Want to win in business? Google it.
Your business and your competitors have been Googlized. Google is the new Yellow Pages for everything. If we want to know how many times man landed on the moon, we Google it.
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Personal Branding Builds the Value of ‘You, Inc.’: How to brand yourself
LeBron James, Donald Trump and many other celebrities know that each of us must be known for something. We need to market ourselves to further our careers. Determining how to brand yourself is more important than ever.
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Foundation for business success boils down to 4 basic principles of marketing questions
With more than 40 years invested in developing advertising campaigns in all sizes and dimensions, we have learned that regardless of the company or product, the foundation for the work boils down to four basic principles of marketing questions.
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Using a Positioning Map to Identify Brand Perception: Part 2
In the first part of the positioning map discussion, I explained how a positioning map is a useful tool to identify brand perception. In this piece, I will explain how to create one and use it in your planning.
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Think digital branding in today's B2B sales
Brand positioning is designed to tee up sales — a mission as important as ever with today’s plethora of digital branding opportunities to engage and motivate our customers and prospects. The brand’s position is the distinctive idea that separates it from its competitors.
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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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In What Condition Is Your Marketing Position?
By now, if you've been reading PositionistView, you're well-versed in what a marketing position is, and how it can greatly affect the strength of your brand. And maybe now (in a down economy) a checkup is in order to discover the condition of your marketing position.
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Thinking about advertising budgets? Think like Henry Ford
Ad agency people frequently hear the question, “How much money should we spend on marketing?” The question is pretty basic, but the answer is not a simple sum or percentage. Advertising budgets are challenging.
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'Content marketing' lifts brands, engages customers
Bed Bath & Beyond, IBM, Goldman Sachs, Taco Bell, GoPro and Twitter all have at least two things in common. Each understands the need to win online, and each has an award-winning content marketing strategy.
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