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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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2012 Super Bowl Ad Survey Reveals Readers Liked Car, Truck and Flower Ads
Today we send out a hearty "thank you" to all of our positioning friends who read and responded to Lorraine Kessler's excellent analysis of the best (and worst) Super Bowl TV commercials, and especially to all who commented and voted in our 2012 Super Bowl ad survey.
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The Perfect Start-Up: Positioning a Brand for Success
Imagine you have a great idea for a new product or service. The business plan is written and the profit potential looks promising. The brand name is memorable, the target audience has been identified and the distribution channel has been established.
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Brand Meaning: Can a Brand Change Its Spots?
Famed Apple Stores leader and Silicon Valley wunderkind Ron Johnson thought so. He swept in as JC Penney's new CEO with celebratory bravado. He promised to change the stodgy brand meaning to a younger, hipper and more upscale image. Seventeen months later, JC Penney's board fired him.
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Go Blue! Or Not? That is the Question
Blue Buffalo and Purina are embroiled in a battle. A relative newcomer to dog food, Blue Buffalo says it uses nothing but the best natural ingredients and no byproducts. Since being founded in 2001, Blue Buffalo has claimed to manufacture and sell the healthiest dog food available.
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Repositioned for Stardom
This year, give the gift of branding. "Look, Santa baby! You're never gonna make it without a new image," was how his weary Tinseltown agent put it. Yes, Virginia, even that jolly old elf benefited from a branding makeover based on the time-tested principles of positioning.
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WANTED: New Home for Puppies
Budweiser Positioning puts sales over sentiment for this year's Super Bowl® advertising
Budweiser didn't exactly throw the puppies under the bus, but those pooches are definitely no longer on the payroll in its Super Bowl positioning advertising.
Getting ‘right idea’ with your brand positioning statement
Remember this rule: A brand can stand for only one idea. Readers no doubt understand when someone warns, “Don’t put the cart in front of the horse. ” This would be like marketing before developing your brand positioning statement.
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Getting your company messaging into the mind
Customers’ minds don’t like confusion and can be tough to change. So what’s a business to do? Focus! And find the marketing value in a brand name. And get their company messaging into the mind. Businesses’ prospects and customers are bombarded with nearly 10,000 messages every day.
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