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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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Listening to customers improves understanding
Jack Welch, longtime CEO of General Electric, was known for his wise counsel on all manner of business matters. One of his famous quotes really hits home for companies as they come to terms with the importance of their relationships with customers.
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Big Data and Business: 2018 is the year of the algorithm
Making predictions is risky business, but putting our heads in the sand might be even riskier. As we begin another year, it is customary to look ahead and make decisions about where things are going. To that end, it would pay to heed the advice of J.
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Company Focus: Know your ‘why’ to focus on ‘where’ and ‘how’
In last week’s column, we discussed the importance of finding your “why” — the reason your company does what it does beyond making money. It’s wrapped around a higher purpose. The why is considered immutable. The answer, we learned, comes from the customer’s perspective.
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A Brand Position Lesson: Is 31 Years in the Same Position Too Long?
Ad agency Carmichael Lynch's most recent campaign for Harley Davidson featured the rebel slogan, "Screw it. Let's ride. " After decades of communicating Harley's brand position, it seems the agency has told its long-time client to just "screw it. " There's a brand position lesson to be learned here.
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Size Doesn't Matter! Marketing Focus Does.
Marketing is the distinguishing, unique function of business. To those of you in leadership positions: The foundation of effective leadership is thinking through the organization's difference, defining it and establishing it, clearly and visibly. You have to have a well differentiated brand to survive today.
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Sybil the Chicken: Examining KFC's Positioning Strategy
KFC -- or is it KGC? -- seems to be having a personality crisis (with all apologies to the 70s rock band New York Dolls), which means it has a positioning strategy crisis.
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Boost sales with branded packaging design that aligns with your position.
If you’re a consumer product manufacturer, you’ve undoubtedly marketed your product through a variety of advertising, media, and PR tactics.
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Repositioning - The Twin to Every Position
The best brand positions are said to "reposition" the competition. For every season of life and renewal, there is a shadow season of dormancy and death. For everything we are, there is what we are not. For every brand position there is a twin- the reposition.
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Positionist Picks: 2011 Super Bowl Ads
The Best and Worst "Positioning" Ads of the Super Bowl
The big game is over, but ratings, rankings and commentary on which Super Bowl advertisements and positivists fared the best and worst (fueled by the churn of Internet and social media, Facebook, YouTube, Twitter, news.
