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Brand Repositioning Misses: Lessons from Toys ‘R’ Us

Beyond my office window, directly across Whipple Avenue, sits the once mighty, and now vacant, Toys “R” Us building.

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Doing Things the Right Way Keeps Young Trucks’ Customers Rolling

Family-owned Canton company has eyes on growth as operations transition to fourth
generation. Doing the right things for the right reasons typically works out for the best. That’s precisely how things have played out for Young Trucks.

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Does Your Marketing Message Align With Your Brand Positioning Strategy?

The best thing you can do to strengthen your brand is to develop a brand positioning strategy that differentiates it from competitors. *

And one of the worst things? Create an ad campaign or advertising message that doesn't align with that position.

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Choosing an Effective Positioning Slogan

Wisconsin-based privately held Johnsonville Sausage is a positioning winner. What does Johnsonville stand for? Sausage. What kind of sausage? All kinds. Breakfast, turkey, chicken, pork, beef, apple, garlic, brats, Italian, cheddar, maple, smoked, snack, and everything in between.

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Brand Differentiation Is Why We Care

Positioning is the foundation to building a stronger, more valuable and sustainable product or service. Consumers come face to face with the principle of brand differentiation every day but hardly pay much attention because, well, it’s just there.

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Marketing strategy and laws guide wins in marketing warfare

In science and society, laws come together in systems to lend order, guide actions and produce results or outcomes.

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Every business should be building an economic moat

When investing in a company, Warren Buffett looks for those who are building an “economic moat. ”

The term is apt. Just as a watery moat protects a castle, building an economic moat is the protection a business gains by virtue of its competitive advantages.

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Merging Data and Creative: Path to head goes through heart

Like scientists, many business folks have a deep-rooted belief that if they have all the information — all the data — they’ll be able to come up with the precise solution. We want to believe things don’t happen by chance.

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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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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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