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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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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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The Tale of Two Conglomerates

In talks I deliver on the topic of positioning, I often make an offer that elicits a great response from the audience.

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Social Media Communication: Social Is Anything But

It is said social media has changed communication. It hasn't. Communication is the same as it always has been. Message. Sender. Receiver. Social media's problem is the receiver. Most times there isn't one.

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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.

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Can New Packaging Enhance a Brand Position?

The Skinny on Diet Pepsi's New Can

After nearly two years of marketing dormancy, Diet Pepsi is introducing a new package for the brand -- the skinny can -- to reacquaint itself with current customers and entice new ones to try the product.

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FedEx's Strategic Positioning Concept Absolutely, Positively Disrupted

FedEx founder Fred Smith wrote an economics paper while at Yale. The paper was about his idea to make an overnight delivery service more efficient by using the "hub and spokes" concept. His professor told him that it would never work and gave poor Fred a C.

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Think bothism to liberate your marketing

Many pundits in the world of marketing and advertising are obsessed with stuff dying. “Radio is dead in 10 years. This study proves it. ”

“TV is dying. ”

“Twitter learns to thrive or die. ”

“The end of advertising as we know it. ”

“Branding is dead.

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Viral Video Marketing: How Being Different, Relevant, & Good Can Get You Far

By now, you and nearly the entire world has had the opportunity to see and hear about the viral video for Susan Boyle, the dowdy-looking Scottish woman who appeared as a contestant on Britain's Got Talent, and shocked everyone with her incredible voice.

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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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