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7 greatest brand positions excel in 3C test
Brands that become great do so because their positions pass the 3C's test with straight A's. All great brands have clearly defined ideas that differentiate against competitors. That's the first C. Their ideas are highly meaningful and relevant with customers, the second C.
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Want to be like Buffet and Socrates? Read!
No less an authority than Warren Buffett believes reading is essential to business success. A Columbia University student asked Buffett what he could do to prepare for his career. Buffett thought for a few seconds and then said, “Read 500 pages a week. That’s how knowledge works.
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A CEO’s Guide to PR Crisis Management
Maybe it’s something in the air … or maybe even in the onions, but it’s clear that something’s rotten in the state of PR crisis management strategies.
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'Content marketing' lifts brands, engages customers
Bed Bath & Beyond, IBM, Goldman Sachs, Taco Bell, GoPro and Twitter all have at least two things in common. Each understands the need to win online, and each has an award-winning content marketing strategy.
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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.
Niche Up for Success
With a GDP of nearly $20 trillion and a citizenry accounting for more than a quarter of the global household consumption, the United States is inarguably the most hyper-consumer economy in the history of the world. Hyper-consumerism begets hyper-competition. Hyper-competition is the No. 1 problem facing marketers today.
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The Undoing of GM
In the third decade of the 21st century, GM may once again be a big brand in big trouble paying the high cost of brand positioning failure. The company’s U. S. market share of 17.
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Fifty Years of Positioning: the 2010s
Hipster glasses, fidget spinners, statement necklaces, and a resurgence of boat shoes were all very big in the 2010s. These trends may never return. From 2010 to 2019, however, Innis Maggiore continued to build on its reputation for positioning.
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Big Brand News! Pepsi No Longer #2; Dr. Pepper Rises
If you’re familiar with the term “Cola Wars,” you’re young enough to know that it has always been and was always supposed to be: Coke v. Pepsi. The Taste Test. New Coke. Mean Joe Greene. Michael Jackson. The Polar Bears. Tina Turner. The Super Bowl Half-Time Show.
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How are positionists leveraging AI in marketing?
AI is no longer a buzzword. It’s reality. Though the technology has existed for decades, it’s finally reached its peak momentum in terms of our awareness.
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