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FedEx Brand Strategy: Packages and Positioning
FedEx brand strategy delivered results. Changes in industry, however, leave company searching for new winning tagline. FedEx founder Fred Smith wrote an economics paper while studying at Yale. The paper was about making an overnight delivery service more efficient by using the “hub and spokes” concept he conceived.
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Bud Light Violates Core Positioning Principles
Set the politics aside. Forget your values for just a moment. Bud Light’s marketing fiasco reminds us that violating positioning principles can cost you a lot more than advertising dollars.
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Jack Trout On Tiger Woods & Buick
On April 29, 2009, nearly seven months before Tiger Woods' auto accident and subsequent personal troubles, almost five hundred business and marketing executives gathered at the John S.
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Jack Trout's Advice From Hollywood
On April 29, 2009, nearly 500 business and marketing executives gathered at the John S. Knight Center in Akron, Ohio to hear Jack Trout, acclaimed marketing strategist and author of numerous positioning books, talk about the twin of positioning, "repositioning.
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The age of competition: A survival guide in a competitive positioning world
We live in a world where everyone is after everyone's business. And it's a world in which, if you lose your business, you never get it back. It's a competitive positioning world. A few numbers make the case.
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Support Local Retail: It’s a jungle out there
As Amazon and other online operators change retail’s landscape, who will survive? If we don't support local retail, it may disappear. Not so many years ago, if you heard someone explaining the Amazon effect, you could assume it was about trashing the rain forest.
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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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2013 Super Bowl Ads: A Contrarian "PositionistView"
Despite Super Bowl XLVII's historic 35-minute third-quarter blackout, the Big Show of Super Bowl advertising, what actor Bob Odenkirk's character in the Samsung Galaxy ad calls "El Plato Supremo!" went off with nary a hitch. "El Plato Supremo!" is Right.
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Laws of marketing point path to success
Last installment in four-part series shows that laws of marketing from nearly 25 years ago still elevate brands above their competition.
In art and in science, basic tenets serve as the foundation of “laws” that guide actions that help us navigate to the outcomes we desire.
Repositioning The Competition
Click here to play video. "Repositioning" in a Time of Competition, Crisis, and Change
On April 29, nearly five hundred business and marketing executives gathered at the John S.
