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A Tale of Brand Meaning: LeBrand, The Champ. We, The Chumps.
It was 9:27 p. m. on July 8, 2010 that redefined Greenwich Mean Time, as that was the time LeBron James changed his brand meaning and kicked Clevelanders in their nether regions with malice on a nationally televised unspectacular spectacle from the Connecticut suburb.
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Crisis positioning: Enhancing your image
A crisis can be the undoing of a company. Crisis positioning can also be handled professionally and soon forgotten. Rare is the crisis that actually enhances a company's reputation and position. Many PositionistView® readers remember the 1982 cyanide-in-the-Tylenol crisis.
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Please Pass the ... All-Purpose Sauce?
Quick! What's A. 1. ? (You answered, "Steak sauce. ")
Quick! Name a steak sauce. (You said, "A. 1. ")
Positioning marketing theory calls this "equivalence. " Steak sauce is A. 1. ; and A. 1. is steak sauce.
Dove For Men: From Line Extension To Line Extinction
The latest miscalculation in line extension is brought to you by Unilever, maker of Dove, the world's first "beauty bar. " Dove was one of the first products in advertising history to "be positioned.
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Open, Sesame! Bert and Ernie Put Veggies On Kids' Wish List
It's easy to slide into cynicism, as the world tends to be a pretty heavy place sometimes. Today we fret more than ever that we are hurtling toward a gloom-and-doom destiny, so we fear.
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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.
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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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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Get Healthy in Cleveland: Trout Book Inspires Cleveland Positioning Idea
(Editor's Note: This PositionistView is condensed from the original article that appeared in the September 2009 edition of Inside Business. PositionistView guest author Lute Harmon Sr. is chairman of Great Lakes Publishing, which publishes Inside Business, Cleveland Magazine, Ohio Magazine and other titles.
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Throughout Turnaround, Union Metal Keeps 'Getting Better Every Day'
Historic Canton light pole manufacturer gets second chance to make an even bigger mark in the important industry it helped to shape. Successful manufacturing operations are driven by innovation, productivity and safety. They continuously work to get better at each. Union Metal Industries Corp. , at 1432 Maple Ave.
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