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Jack Trout & Papa John's
On April 29, 2009, nearly 500 business and marketing executives gathered at the John S. Knight Center in Akron, Ohio to hear Jack Trout, acclaimed marketing strategist and author of numerous positioning books, talk about the twin of positioning, "repositioning.
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A New Year... A New Day For The Google Page Listing
With the velocity we face in the digital age, a review of what we "know" reveals that it doesn't take a year for that knowledge to become outdated. In fact, sometimes it only takes a few weeks.
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Positionist Picks: 2010 Super Bowl Ads
Most Super Bowl Ads Fumble Great Positioning Opportunities
Positioning is how you differentiate a brand. Differentiation provides the reason why someone should buy from you and not another.
Good Things Happen with Right Positioning Strategy
Great creative may touch a nerve, bring a tear or generate laughter, but it is doomed to fail as effective advertising if it is not built on a solid positioning strategy. Throughout the history of advertising, creative minds have toiled to make products popular and services desirable.
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Visualizing Your Brand Perception with a Positioning Map: Part 1
Welcome to the first half of a discussion on the positioning map, a visual representation of your brand's perception as related to competing products. It's interesting to note that visual thinkers, people who describe thinking in pictures, are thought to represent about 60%-65% of the general population.
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A Tale of Brand Meaning: LeBrand, The Champ. We, The Chumps.
It was 9:27 p. m. on July 8, 2010 that redefined Greenwich Mean Time, as that was the time LeBron James changed his brand meaning and kicked Clevelanders in their nether regions with malice on a nationally televised unspectacular spectacle from the Connecticut suburb.
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DEVO Whips Itself Into Shape With Positioning Marketing
Can music benefit from positioning marketing? Though an art form, it is also a product, so in that context the answer is a definite yes.
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The Dangers of Tinkering with Brand Identity
You Can Lead a Chevy to the Levee, but Can You Make it Drink Kool-Aid? Brand identity is a very delicate thing. Mess with it too much at your peril.
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Google Instant: Is it a Search Engine Positioning Game-Changer?
On Sept. 8, Google announced its new search functionality: Google Instant. This new search feature only works when a user is logged into a Google account.
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Measuring Apple's Brand Strategy
In the 2008 book, Killer Differentiators: 13 Strategies to Grow Your Brand, authors Jacky Tai and Wilson Chew conclude that Apple's brand strategy of consolidating software and hardware has "crippled its growth. " Are they right?
The answer to this brand strategy question may be a matter of perspective.
