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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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Holding the Market Leader Position Swings on the Hinge of "IF"
Of all the ways to differentiate a brand, none is better than leadership. Leadership is its own credential. People naturally believe if you hold the market leader position, your product or service is better. The benefit of becoming a category leader goes well beyond bragging rights.
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Repositioning: Can BP Clean Up Its Marketing Mess?
I worked for BP 11 years, as copywriter and creative director at its agency prior to the Amoco merger.
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Finding Your Trend: Using Google Hot Trends
Many of you may have recently asked me about some of the widgets and apps that track the hottest searches on the web over the past hour or day.
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