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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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Mobile App Versus Mobile Website?
It's finally arrived! The impact of mobile -- proclaimed since Y2K -- is now actually influencing marketing decisions.
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Breaking Positioning Principles -- Marketing Google+
Raise your hand if you think Google+ is Google's first attempt at a social network. OK, put all those hands down. Ever hear of Google Wave or Google Buzz? Not many have, so don't fret if you raised your hand.
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The Bare Essence of Brand Positioning Identity
I've noticed a trend lately toward minimalist brand communication on packaging.
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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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Kodak -- Blindsided by the Digital Revolution
A decade ago, Interbrand ranked Kodak as the 16th most valuable brand in the world, worth $14. 8 billion. Its stock traded as high as $94 and the company employed 145,300 people worldwide.
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Chevy's Brand Positioning Attempt
It Sure is Deep in Here: Chevy is "retooling" and "reinvigorating" so that you'll be "resonating"
Apparently, brand positioning and resulting sales no longer matter in the automotive business. It's all about resonating. Recently, GM Chief Marketing Officer Joel Ewanick told the world that the time had come.
Show Dad a Little Dove®
This Father's Day, Dove® wants to sell more product. So, it has jumped gender and journeyed into product line extension land. Unilever, the parent company, wants to sell dad antiperspirant, deodorant and soap. Yes, Dove for dads -- brand androgyny.
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Determining the Best Social Media Positioning Strategies
Innis Maggiore attended three weeks of Facebook Bootcamp this past fall in search of the best social media positioning tips. Most of our associates attended the six-webinar series.
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Repositioning: Push Brand Relevance to Rev Up Your Position
Building a strong brand is not easy. Few do it. It takes the right strategy for differentiation plus factors of focus and commitment as measured by time and money. Sometimes, repositioning is needed. Conventional positioning wisdom contends that getting to the top is harder than staying on top.
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