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Repositioned for Stardom
This year, give the gift of branding. "Look, Santa baby! You're never gonna make it without a new image," was how his weary Tinseltown agent put it. Yes, Virginia, even that jolly old elf benefited from a branding makeover based on the time-tested principles of positioning.
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Solving a Whale of a Problem: Is it Time for a SeaWorld Positioning Change?
For generations, families have trekked to SeaWorld to see "Shamu, the killer whale. " More than the main attraction, Shamu is the face of the theme park.
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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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Not Backing Down: "The King of Beers" Wins Best Positioning Ad of Game 50
Our pick for best positioning ad for Big Game 50 is Budweiser - America's #1 full-flavored lager, 140 years and going strong with no apologies. Reins, Clydesdales, nostrils, snorting, heart pounding and then the visceral . . . Boom-boom, boom-boom, BOOM-BOOM, BOOM-BOOM . . . No Ponies.
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Appreciating advertising’s greatest game through Super Bowl ads
Stakes are high and costs considerable when companies consider purchasing a 30-second spot during the Super Bowl. Super Bowl ads can make or break a brand. A marketing column wouldn’t be a marketing column without commenting on the ultimate arena for advertising: the Super Bowl. Ultimate indeed.
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Culturalism Trumps Commercialism in Super Bowl LI
By Lorraine Kessler, Principal | Strategy & Client Service
The Super Bowl is over. Maybe one of the best games ever. But also, one of the most memorable in terms of politics and culturalism.
Repositioning a Brand: JCPenney showed brand reinvention can stretch only so far
The fortunes of JCPenney in recent years have ebbed and flowed (ebbed, mostly) in a manner that has become a textbook case about the folly of reinventing a brand with little regard to the position it already owns. This shows the challenges behind repositioning a brand.
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ArtsinStark: The arts color Stark County’s brand
If I were a painter, I would love adding color to my canvas. If I could sculpt, my clay would take the shape of inspirational people. If I could sing, my song would be joyful.
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Strategic Leadership: CEOs must define, promote differentiation
The foundation for effective strategic leadership is thinking through your organization’s difference, defining it and establishing it, clearly and visibly. For so many years, CEOs have focused on doing things better. Today, however, we realize this approach no longer is enough.
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Jack Trout and Positioning: Legacy is brand success strategy
Jack Trout’s counsel to 500 Ohio business leaders in 2009 rings as true today as it did the day he delivered it. Times like these, he said, are opportunities for companies and brands.
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